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Tecate Light is teaming up this summer with Chivas del Guadalajara, one of the most followed soccer clubs in the Americas, to sponsor four of the club’s premier summer matches in the U.S., including June 25 in Chicago, July 2 in Denver, and July 10 and July 31 in Los Angeles.
An increasingly popular beverage choice among multicultural and specifically LDA+ Mexican-American men, Tecate Light is supporting the program with national soccer TV and radio advertising, bold in-store materials and a national consumer sweepstakes that invite consumers to have the chance to win tickets to Chivas matches and other related Tecate prizes.
“Tecate Light is on fire, growing 46 percent and outperforming the beer category and Mexican Import segment,” explained Juan Carlos Montes, Tecate's shopper marketing manager, citing data from the 2015 Euromericas Sport Marketing Study/Nielsen Spectra National Behaviors Report. “Among light beer offerings, Tecate Light indexes the highest with multicultural consumers, who are 42 percent more likely to participate in and watch soccer versus other domestic light beer consumers," added Montes. "Our Chivas soccer program brings to life messaging that reflects our fans’ bold lifestyle and connects with the traditions that surround their Chivas soccer viewing occasions."
"This summer, Tecate Light is positioned as the go-to beer choice for Chivas matches providing our retailer partners with the opportunity to build store traffic and drive incremental sales of Tecate throughout the season," Montes affirmed.
The Tecate Light Chivas summer program runs during June and July 2016.