Tecate Builds Largest Retail Promotion Ever For May 7 Pacquiao-Mosley Bout

http://www.sportsbusinessdaily.com/Daily/Issues/2011/03/Mar-3/Marketing-and-Sponsorship/~/media/BEB546324E7F4D4EB99E18159247FC41.ashx Mexican brewer Tecate is “building what it expects to be its largest retail promotion ever around” the May 7 Manny Pacquiao-Shane Mosley bout, backing its usual PPV rebate “with commemorative cans featuring the fighters and creating bilingual promotional materials for the first time,” according to Bill King of SPORTSBUSINESS JOURNAL. Tecate will produce “about 100,000 cases -- or more than 1 million of the 24-ounce cans -- for distribution in participating stores in the Western U.S., Texas and Illinois beginning the first week in April.” It also will run a "national program offering a $25 rebate on purchases" of the PPV in all states that allow it. Tecate “anticipates reaching about 20,000 stores with the commemorative cans and eclipsing 50,000 stores with the overall promotion" around the fight, which coincides with Cinco de Mayo. King notes Tecate’s activation in boxing “has been popular with Hispanic grocers” since the company entered the sport in ’07 (SPORTSBUSINESS JOURNAL, 2/28 issue). Meanwhile, Tecate “did not renew” its deal with ESPN’s “Friday Night Fights,” choosing instead to “sponsor more cards on Spanish-language channels Telefutura and Fox Deportes.” Tecate began sponsoring “Friday Night Fights” in ’09 (SPORTSBUSINESS JOURNAL, 2/28 issue).