Why did Tecate choose boxing as its main focus over other sports?
Since 2007, Tecate has aligned itself with boxing because it is a sport that reflects the discipline, sacrifice and character of its consumers: Mexican men who have been living in the U.S. for less than 5 years. Additionally, among Hispanics, boxing ranks extremely high; in fact, according to an ESPN survey, 57% of Hispanics who participated claim to watch boxing on TV, compared to 37% of the overall U.S. population. During the last three years, Tecate has positioned itself as the leading supporter of boxing by sponsoring dozens of championship fights and weekly boxing programs such as “Solo Boxeo Tecate” on Telefutura and “Friday Night Fights” on ESPN. The ultimate goal of each of the brand’s campaigns is to make boxing more accessible to adult fans throughout the country, whether it is through mail-in rebates for the HBO, commemorative cans or autograph session with boxing champions. DH: What role has PR played in establishing Tecate as a leading sponsor of boxing? For the duration o
