NEW YORK -- Today, Tecate, the official beer of boxing, announces its sponsorship of GGG Promotions' global sensation, reigning unified WBC, WBA (Super), IBF, and IBO world middleweight champion, Gennady "GGG" Golovkin, in advance of the most anticipated rematch of 2018 between Canelo Alvarez and Gennady Golovkin on May 5, 2018.
As the exclusive beer and presenting sponsor for both the first Canelo vs. Golovkin fight and the rematch, this will be the first time in Tecate's history of sponsoring boxing where two Tecate fighters will go head-to-head.
Tecate first entered the ring in 2007 by sponsoring the Oscar De La Hoya vs. Floyd Mayweather fight and would go on to activate some of the biggest fights of the last decade including: Mayweather vs. Pacquiao (May 2015); Canelo vs. Khan (May 2016); Canelo vs. Smith (Sep. 2016); Golovkin vs. Jacobs (Mar. 2017); Canelo vs. Chavez Jr (May 2017); and Canelo vs. Golovkin (Sep. 2017).
Gennady will receive Tecate's immersive 360-degree marketing muscle and 21+ consumer activations ahead of his 2018 fights.
"Boxing remains Tecate's biggest passion point and we continue to see more opportunity to authentically build the sport with true fans," said Gustavo Guerra, Tecate brand director. "With Golovkin's unique style and his global popularity, we can't wait for him to get back in the ring."
"Tecate is a partner whose reverence for the sport, the fighters and the fans is truly impressive," said Tom Loeffler, GGG Promotions Managing Director. "We're very happy to have signed the 2018 fight contract with Golovkin and GGG Promotions where Tecate will be featured prominently in the center ring, around the mat and throughout future arenas."