Marquez Vs. Diaz II- Remtach of the Year, presented by Tecate

WHITE PLAINS, N.Y. (July 7, 2010) – Tecate, cerveza con carácter, is presenting adult consumers with the heavily-touted rematch between Juan Manuel “Dinamita” Marquez (50-5-0, 34 KOs) and Juan “Baby Bull” Diaz (35-3-0, 17 KOs) on July 31, 2010. The event will be broadcast live via HBO Pay-Per-View from the Mandalay Bay Casino and Hotel in Las Vegas, beginning at 6 p.m. PDT/9p.m.EDT..

“As a brand built and defined by bold character, Tecate is extremely proud to be setting the stage for two boxers of Mexican descent who exemplify the true test of character—boxing and sportsmanship,” said Felix Palau, vice president of marketing for the Tecate equity. “Based on fans’ reaction to the first Marquez vs. Diaz encounter, we developed a program that will help create excitement and awareness leading up to the fight. This is part of our commitment to provide loyal consumers with championship bouts, marquee headliners and hometown heroes all year long.”

To bring boxing aficionados closer to the action, Tecate is offering fans Marquez vs. Diaz II ringside action from the comfort of their homes with a $20 mail-in-rebate towards the HBO Pay-Per-View event. Starting July 1, 2010, consumers can look for specially-marked cases of Tecate or Tecate Light 12-pack or larger at retail locations throughout Arizona, California, Colorado, Nevada and New Mexico. Additionally, there will be a series of autograph-signing sessions with professional boxers in key markets; previous participants have included Sergio Mora, Victor Ortiz, Fernando Vargas, and Israel Vazquez.

Adult consumers residing in Las Vegas will also have the unique opportunity to win a pair of tickets to attend Marquez vs. Diaz II at Mandalay Bay; entry information will be visible on POS displays at participating retail outlets. Consumers will hear the buzz of Tecate’s promotions and fight night details through targeted regional radio announcements two weeks prior to the match.

Tecate will also give fans in Las Vegas an opportunity to bring out the boxer within them through its Champs Activation Zone at Mandalay Bay featuring the Chicas Tecate. These brand ambassadors will be connecting with adult consumers offering Tecate-branded giveaways like commemorative posters and keepsake photos.

In addition, the charming Chicas will offer a full consumer experience with Text N’ Win and Text N’ Upgrade promotions. Adult ticket holders and non-ticket holders of legal drinking age will be able to use their cell phones to enter-to-win a seat upgrade to the Tecate Red Zone VIP ringside area, where they will enjoy the action next to other devoted boxing enthusiasts, socialites and celebrities.

Avid collectors and memorabilia buffs visiting the Las Vegas area for Marquez vs. Diaz II can also get closer to scenes and memories of past decades and the greatest fights of all time. The Tecate Museo de Boxeo mobile tour will visit select retail locations and feature a boxing catalog of the past 50 years. Consumers will feel the sweat and tension of the ring as they view rare collections like the Oscar de la Hoya championship belt from the Julio Cesar Chavez fight, Fernando Vargas gloves and a ringside bell autographed by Shane Mosley, Marco Antonio Barrera and Winky Wright, to name a few.

For more information or to speak with a brand executive about Tecate’s campaign in support of boxing and fans everywhere, please contact FORMULATIN at (212) 219-0321.

Article posted on 08.07.2010

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