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What: Tecate has signed a sponsorship deal with boxer Gennady Gennadievich Golovkin.
Why it matters: The addition of GGG to Tecate’s influencers is a powerful marketing boost for the beer brand, and adds an interesting twist to the promotion of the boxer’s rematch with El Canelo Álvarez, also sponsored by Tecate.

Tecate has just announced a sponsorship deal with Gennady Gennadievich Golovkin “GGG”, the Kazakhstani professional boxer who currently holds the unified WBA (Super), WBC, IBF, and IBO middleweight titles. This will be a powerful addition to their list of brand ambassadors. Together with Sylvester Stallone and El Canelo Álvarez, Tecate hopes to reach the boxing audiences more effectively than ever, especially in preparation of the expected rematch between GGG and El Canelo in May this year.

Tecate became the box-sponsoring beer when it activated the fight between Oscar De La Hoya and Floyd Mayweather in 2007, and has gone on to sponsor the most important fights ever since, like Mayweather vs. Pacquiao in 2015, Canelo vs. Khan in 2016, and Canelo vs. Golovkin in 2017, just to mention a couple of examples. The beer company has been El Canelo’s official sponsor since 2016, and this year will be Tecate’s first time sponsoring boxers fighting each other. Gennady will receive a 360-marketing campaign to promote his 2018 fights.

“Boxing remains Tecate’s biggest passion point and we continue to see more opportunity to authentically build the sport with true fans,” said Gustavo Guerra, Tecate brand director, in a press release. “With Golovkin’s unique style and his global popularity, we can’t wait for him to get back in the ring.”

“Tecate is a partner whose reverence for the sport, the fighters and the fans is truly impressive,” added Tom Loeffler, GGG Promotions Managing Director. “We’re very happy to have signed the 2018 fight contract with Golovkin and GGG Promotions where Tecate will be featured prominently in the center ring, around the mat and throughout future arenas.”


Portada Staff

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