What role has PR played in establishing Tecate as a leading sponsor of boxing?
For the duration of Tecate’s boxing program, FORMULATIN has supported the brand by communicating the details of Tecate’s boxing platform to press – and ultimately, the consumer – while making sure that all messages are aligned to its “Con Carácter” positioning. This includes building buzz about the various elements of the campaigns, such as the mail-in rebates, to the point where consumers and journalists expect them to be available at every fight. Additionally, we have positioned key Tecate executives as experts in Hispanic and sports marketing by generating opportunities for them to talk to relevant media about the brand’s strategic decision to sponsor boxing and activation details for every event. Another way we accomplished this was by creating the Boxing 2.0 panel at the September 2009 Mayweather vs. Marquez fight in Las Vegas. During this event, representatives from HBO and the fight’s sponsors – including Tecate – spoke with media about new marketing strategies designed to engag
