Tecate has launched its first national ad campaign featuring Mexican boxing superstar Canelo Alvarez.
According to AdWeek, Alvarez and soccer referee Felipe Ramos Rizos are featured in two commercials for Tecate. The Alvarez spot is below.
The ad features Alvarez with the trademark Tecate black eagle. Brand director Belen Pamukoff explained the company strategy to Adweek was to target second or third-generation Mexican Americans that are both proud of their heritage as well as being an American.
Tecate has doubled its spending for digital and social marketing which includes leveraging sponsorship opportunities with Alvarez. In addition to Alvarez’s fight this May against Amir Khan, Tecate has already committed to sponsoring Alvarez for his fight this September.
Payout Perspective:
It’s clear that Alvarez is the heir apparent to the PPV boxing landscape after Mayweather and Pacquiao. Tecate has landed Alvarez (over rival Corona) and is making a full-on commitment with the monetary investment in ad spending. The AdWeek article noted that 2015 sales were up 46 percent. Alvarez is a key figure for Tecate’s sports sponsorship as he is central to their target of the Mexican and Mexican American audience.
Huge sponsor, boxing owns Mexico behind soccer
They made a Tecate Light because the regular just wasn’t shitty enough.
Big sponsor. Lousy beer. It’s the Schlitz of Mexico. Doesn’t Dos Equis need a new spokesperson?
Good to see big time sponsors for these fighters. Good to see men getting paid for something other than taking punches to the head and liver.
Dos Equis is good beer
D, big news huh?