Tecate plans SoCal promotion for Mayweather-Ortiz

August 12, 2011

The Sports Business Journal reports on Tecate’s promotional plans for September 17th’s fight between Floyd Mayweather, Jr and Victor Ortiz which includes a big event in Southern California.

Tecate will be taking advantage of the fact that the fight is a day removed from Mexican Independence Day, September 16th.  The fight takes place on Saturday, September 17th. In addition to the fight in Vegas, Golden Boy Promotions will promote a fight involving young up and comer Saul “Canelo” Alvarez at the Staples Center the same day as Mayweather-Ortiz. Fans attending the fight at the Staples Center would have a chance to watch the Las Vegas fight and fans attending Mayweather-Ortiz would be able to watch the Alvarez fight. Additionally, a music festival featuring two well-known Mexican acts will perform at Staples Center.

HBO has committed to having a broadcast crew at the Alvarez fight in addition to the crew at the Mayweather-Ortiz fight. The PPV buyers would receive fights from both locations.

In addition to its usual national promotional campaign for big fights, Tecate will launch a huge promotional campaign in Southern California in support of the Staples Center event. For the marketing push, Tecate will spend more than $800,000 in radio, TV and outdoor advertising in Southern California alone. It will also offer rebates for the Staples Center event similar to the rebates it has offered for past big fight PPVs. The rebates will be placed at promotional displays in 10,000 grocery and liquor stores across the Southland.

Payout Perspective:

Tecate is a huge backer of boxing and extending its marketing reach for this fight seemed natural considering the appeal of Victor Ortiz, the return of Floyd Mayweather and the fight coinciding with the Mexican Independence celebration. The demographic in the Los Angeles area made sense for Tecate to collaborate with  AEG (the owner of the Staples Center), HBO and Golden Boy in producing an event in the area. The big investment in Southern California is a calculated marketing strategy considering the fact that Tecate generates 35% of its US business in Southern California (according to the SBJ article). With this big marketing push, it will be interesting to see the numbers in attendance at the Staples Center to watch Alvarez and then Ortiz.

One Response to “Tecate plans SoCal promotion for Mayweather-Ortiz”

  1. waynelush on July 23rd, 2012 7:34 PM

    Tecate is puting out some promotional bottle ,or decators with boxing gloves
    on the bottle and cans, where can I get one? can you get me to a site that allows me to buy one . thank you

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