While Tecate will be a sponsor of Saturday’s big fight in Vegas between Tyson Fury and Deontay Wilder, the beer brand will be transitioning out of the boxing sponsorship business according to a story from AdAge.
A mainstay in boxing rings for big events since 2007, Tecate is leaving the space at a time when it seems like the sport is gaining steam. Yet, the company appears to be transitioning out of the boxing demo and focusing on the younger demographic. It’s newest campaign, “Mexico is in us,” focuses on recruiting new drinkers for Tecate. It is sponsoring the Catrina Music Fest in McAllen, Texas and a Latino music festival in Indio, California which is a part of the Coachella Music Festival. It also is sponsoring the Leagues Cup, an annual soccer tournament featuring MLS and Mexico’s Liga MX teams.
The goal is to recalibrate its marketing efforts in recruiting a youthful demo.
In the past, Tecate spent millions on sponsoring boxing including the Oscar de la Hoya-Floyd Mayweather bout in 2007 and the Mayweather-Manny Pacquiao fight in 2015. It also spent a lot of money to sponsor Canelo Alvarez and GGG.
Payout Perspective:
Tecate is a part of this Saturday’s fight although not a huge one as Conor McGregor’s Proper No. 12 has the center of the ring. Perhaps younger brands like Proper No. 12 and Modelo, which secured a big deal with the UFC, have edged Tecate out of the market. For a long time Tecate and Corona were the main players in combat sports and now there are many more vying for the spot. The re-positioning may help the company as its in store sales have diminished 15 percent in 2019.
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