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Event to Bring Boldness of Boxing to Devoted Texas Fans



WHITE PLAINS, N.Y. – Tecate, cerveza con carácter, continues its efforts to make boxing accessible to its adult consumers by sponsoring Golden Boy Promotions’ “Lightweight Lightning” four-bout card on April 4 at the Frank Erwin Center in Austin, Texas. That night, the ring will host seven former world champions as they vie for recognition in what is considered the most talented division of the sport. The Mexican beer brand will launch a regional marketing campaign to build buzz among boxing aficionados in the weeks leading up to the event.


“Since Tecate launched its boxing program in 2007, we have executed a variety of retail and onsite promotions that have brought thousands of fans across the country closer to their favorite fighters and the excitement of the ring. We design these campaigns around the consumer’s desire to have a full experience when watching the fights, whether they are at the venue or viewing the HBO telecast at home,” said Carlos Boughton, brand director for Tecate. “We are thrilled to have the opportunity to bring such a diverse group of talented fighters to Austin and give locals a chance to participate in the boldness and masculinity of the Tecate boxing experience.”


HBO’s Pay-Per-View live broadcast will give fans across the nation the chance to witness the punches of Edwin Valero (24-0, 24 KOs) vs. Antonio Pitalua (46-3, 40 KOs); Joel Casamayor (36-4-1, 22 KOS) vs. Julio Diaz (36-4, 26 KOs); Austin native Jesus Chavez (44-4, 30 KOs) vs. Michael Katsidis (24-2, 20 KOs); and Jorge Barrios (47-4-1, 34 KOs) vs. Texan Carlos Hernandez (43-7-1, 24 KOs).


Tecate will develop and display POS materials featuring the boxers’ images and fight information in select stores throughout Texas, including the Austin region; an effort that will be complemented by a local Spanish-language radio campaign. Television spots with the event details will run nationally on Azteca America.


To enhance the experience of adult fans 21 and older at the Frank Erwin Center, the Chicas Tecate brand ambassadors will be onsite to pose for pictures and hand out themed giveaways.