Tecate Light will help drive traffic for its retail partners through the brand’s summer promotion.
Tecate Light has announced a new partnership with Chivas del Guadalajara, one of the most followed soccer clubs in the Americas. As a part of this partnership, Tecate Light will sponsor four of the club’s premier summer matches in the U.S., provide in-store marketing materials, hold a sweepstakes and more.
The dates and locations of the matches that the brand will sponsor are:
- June 25 in Chicago
- July 2 in Denver
- July 10 in Los Angeles
- July 31 in Los Angeles
Tecate Light, an increasingly popular beverage choice among multicultural and specifically LDA+ Mexican-American men, is supporting the program with National soccer TV and radio advertising, bold in-store materials and a national consumer sweepstakes where consumers have the chance to win tickets to Chivas matches and other related Tecate prizes.
“Tecate Light is on fire, growing 46% and outperforming the beer category and Mexican Import segment,” said Juan Carlos Montes, shopper marketing manager, Tecate. “Among light beer offerings, Tecate Light indexes the highest with multicultural consumers who are 42% more likely to participate in and watch soccer versus other domestic light beer consumers. Our Chivas soccer program brings to life messaging that reflects our fans’ bold lifestyle and connects with the traditions that surround their Chivas soccer viewing occasions. This summer, Tecate Light is positioned as the go-to beer choice for Chivas matches providing our retailer partners with the opportunity to build store traffic and drive incremental sales of Tecate throughout the season.”
The Tecate Light Chivas summer program runs June – July 2016.