LAS VEGAS: Mexican beer company Tecate is upping its PR for the latest boxing match it is sponsoring along with fighter Oscar de la Hoya's Golden Boy Promotions. Working with AOR Formulatin, a new Hispanic division of Formula PR, Tecate will align the brand with the boldness of boxing.
“Boxing is the perfect platform for character, masculinity, and boldness – all the things Tecate stands for,” Carlos Boughton, Tecate's brand director, told PRWeek. The PR campaign kicked off by joining with Golden Boy's six-city tour to announce the Las Vegas fight between De la Hoya and Manny Pacquiao on December 6.
Independently, leading up to the fight, Formulatin and Tecate will host a radio media tour, target consumer and trade sports media, and offer rebates for the pay-per-view fight with purchase of Tecate. In the week leading up to the event it will send a mobile boxing ring to travel around the Southwest, hitting major cities to build buzz.
“We do not believe in the ‘insert brand here' approach [to sponsorship],” Boughton said. “We invest behind the fights we sponsor, making sure people in our target Spanish-speaking community are aware that the fight is happening.”
Formulatin, which has been in the works for three years, officially launched in late October with the Tecate campaign as one of its first clients.
“Being involved in boxing gives Tecate a chance to have a presence in a popular sport,” said Michael Olguin, president of Formula, and “De la Hoya's fan base is the same fan who drinks Tecate.”