What: Chivas Regal activated its Chivas Fight Club for Gennady “GGG” Golovkin’s Cinco de Mayo Fight on Saturday.
Why it matters: Chivas has been able to tap into GGG’s fervent Latino fan base with this strong connection to the champion boxer.
Brands are always looking for ways to bring fervent fans of teams, sports and leagues into the fold in support of their products. Since fans tend to support the companies that help their favorite entities, the most direct way to attract them is through a straight sponsorship.
But Chivas Regal (@ChivasRegalUS) launched an even stronger connection to the ardent supporters of middleweight boxing champion Gennady “GGG” Golovkin (@GGGBoxing) last year, giving fans special treatment at his win on Saturday vs. Vanes Martirosyan in Carson, Calif. The Chivas Fight Club provided those fans with access to exclusive content, interviews and more from the famed boxer and his team, including Mexican trainer Abel Sanchez (pictured above with GGG).
GGG was selected because he stands for the principles he believes in and represents the heart and soul of the fighter in all of us.
The initiative helped Chivas gain access to those superfans through special giveaways and activations at the Cinco de Mayo bout, after a successful run at GGG vs. Canelo Alvarez in September in Las Vegas.
Through the campaign, special themed cocktails were made with boxing-themed names like “The Undisputed Champion,” “The Eliminator” and “Fists of Fury,” each utilizing different liquors in the Chivas family. Fans were able to become free members online and on-site at Saturday’s fight.
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For Chivas, partnering with GGG makes great sense in connecting with his fervent Latino base. The Club’s materials note that GGG was selected “because he stands for the principles he believes in and represents the heart and soul of the fighter in all of us. GGG comes from humble beginnings much like that of the Chivas Brothers, who created Chivas Regal.”
Chivas has a strong social media component to The Chivas Fight Club, encouraging the use of the hashtag #FightForIt as members share their own stories of what they are fighting for. It’s an on-message connection that reflects GGG’s own history.
“This movement is special to Chivas as it brings to life our core values, embracing the mixture of cultures and importance of shared success, as every person has a unique battle they fight with passion, gloves on and off,” said Shefali Murdia, Brand Director for Chivas Regal, Pernod Ricard USA, in a statement. “Like the Chivas brothers, Gennady comes from humble beginnings and has allowed his dreams to push him to where he is today, all while staying true to his values and Winning the Right Way.”
See the Chivas Fight Club TV commercial here.
Cover Image Credit: Randall Slavin