Tecate Summer Program Features Chivas del Guadalajara Sponsorship
This summer, Tecate Light is partnering with Chivas del Guadalajara, one of the most followed soccer clubs in the Americas, to sponsor four of the club’s premier summer matches in the U.S. including June 25th in Chicago, July 2nd in Denver and July 10th and 31st 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[1],” 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[2]. 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.
About HEINEKEN USA
HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of HEINEKEN NV, the world’s most international brewer. Core brands imported into the U.S. are Heineken®, the world’s most international premium beer brand, the Dos Equis franchise, the Tecate franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Newcastle Brown Ale, Red Stripe, Sol, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.
