Tecate, Tecate Light Add Flavor to Race, Boxing Match

Featuring promotions for Toyota Grand Prix of Long Beach, Pacquiao vs. Bradley rematch

Published in CSP Daily News

WHITE PLAINS, N.Y. -- Tecate Light has invited adult consumers in Southern California to be part of the 40th Toyota Grand Prix of Long Beach (TGPLB) during the weekend of April 11-13, 2014. As part of its 12th consecutive sponsorship of the racing event, the Mexican light beer brand will sponsor the "Tecate Light Fiesta Friday" stage on which Grammy-nominated Mexican band Kinky will perform on April 11.

Fans will also have the chance to win an all-inclusive VIP Package to the races and be able to take advantage of discounts and promotions at retail. The concert is free to race ticketholders, and to adults who pick up a "Fiesta Friday Free Pass" at participating retail stores in Southern California.

At thousands of grocery and convenience stores across California and Nevada, the brand will offer instant rebate coupons on the purchase of snacks, frozen dinners, and nonalcoholic beverages, as well as one 12 pack (or larger) of Tecate or Tecate Light.

"We are delighted to continue our relationship with Tecate Light," said Jim Michaelian, president and CEO of the Grand Prix Association of Long Beach. "Tecate Light is an important partner to us and their activation in market is second-to-none and a significant component of their sponsorship of our event."

Also, Tecate and Tecate Light is celebrating the biggest boxing lineup of the year featuring the highly anticipated rematch between Manny Pacquiao and Tim Bradley. As part of its support for the April 12 fight, Tecate has launched a variety of promotions and offers surrounding the event. Promoted by Top Rank, the rematch will be broadcast live on HBO Pay-Per-View from the MGM Grand Garden Arena in Las Vegas. ­­

"Supporting the sport and its avid fans has remained a priority for Tecate and Tecate Light during the past seven years. We continue to look for ways to create memorable experiences that enhance the excitement and passion taking place inside the ring," said Gustavo Guerra, brand director for Tecate and Tecate Light.

Tecate will also ensure that fans in Las Vegas have a great boxing experience by hosting contests at retail to give eligible adults the opportunity to win access to exclusive experiences, such as the fight week events (weigh-in and closed circuit parties), meet-and-greet with celebrity boxers at local retail locations and texting promotions for a chance to upgrade their seats to the Tecate VIP area. Brand ambassadors, the Chicas Tecate, will be present at the MGM to take pictures with fans.

For additional details on Tecate and Tecate Light's sponsorship and activation for the

Heineken USA Inc., White Plains, N.Y., is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, Strongbow cider and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.