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What: We talked to Belen Pamukoff, Tecate Brand Director, on introducing Tecate Titanium to the U.S. market, offering the first Mexican high-strength beer available in the country. We also talked about the importance of Tecate’s soccer sponsorships.
Why it matters: The Tecate group discovered that high-strength beer is consumed most by Mexican-American Millennials, which represents a huge opportunity to introduce Tecate Titanium in the country, mainly in the Sun Belt states.

 

In early March, Tecate announced it is introducing Tecate Titanium to the U.S. market, making the brand the first Mexican import to offer a high-ABV (7.5% Alcohol by Volume) beer. Available in 24-ounce, single-serving cans, the beer has started to appear in convenience stores throughout the country including in New York and the Sun Belt states.

Titanium,” the brand says in a press release, “will capitalize on the increased popularity of Mexican Imports, and the growing demand for high-strength beers.”

We talked to Belen Pamukoff, Tecate Brand Director, on why the brand decided to introduce the high-strength beer now, who they hope to target and how they are planning on growing the brand through marketing.

Portada: Why did you decide to launch Tecate Titanium in the US now?

BP: The high-alcohol beer category is growing in the US, specifically in the convenience channel. We saw an opportunity because within the Mexican beer category there are no high-alcohol beer brands.

We did more research to see who is the target consumer and who buys high-ABV beer. What we have found is that Hispanics and bicultural Millennial consumers are driving the category. And within the category, there was no Mexican beer option. So it was a perfect opportunity.”

What we have found is that Hispanics and bicultural Millennial consumers are driving the category.

Portada: How will you reach this consumer?

BP:The consumers are specifically Mexican bicultural Millennials. They are second- and third-generation Americans with Mexican heritage. We are concentrating the launch of Tecate Titanium in the Sunbelt area (California, Texas, New Mexico, Arizona, Nevada) and we also are bringing it to New York. We are focusing on the sunbelt area because it has a high Hispanic population.

Right now we are distributing specifically to convenience stores, and by the end of April, we’re going to start with our media efforts. We want to work on the distribution first. We want to have Titanium in at least half of the stores before we start generating awareness through media.”

We want to have Titanium in at least half of the stores before we start generating awareness through the media.

Portada: What marketing platforms will you use in your marketing strategy?

BP: We are going to use out-of-home, mainly in-store, so people can taste the product. Then we’ll also use radio and, of course, social media.

We are going to use Instagram and Facebook because both platforms allow us to target very locally. They allow us to have a very customized message in each market. Content will be very simple because our goal is only to generate awareness. We won’t create a whole advertising campaign, we just want to inform people that we have launched a new product and where you can get it.”

We won’t create a whole advertising campaign. We just want to inform people that we have launched a new product.

Belen Pamukoff will take the stage tomorrow at the Portada New York Data & Content Marketing Forum to discuss How Data & Content Continue to Fuel the Evolving World of Advertising. Don’t miss her and fellow panelists LaToya Christian (Managing Partner Marketing Strategy and Analytics, GroupM) and Robin Garfield (SVP, Research & Scheduling, CNN), get tickets.

Portada: How will you expand the brand beyond the Hispanic and bicultural market in the US?

BP: During the next two years we’ll only be concentrating on the Hispanic Mexican-American consumer. All the communication we have is very targeted but we’re still not alienating the general market. We don’t want to spread out our investment trying to reach two markets. Once we have reached our objective, we might expand to the general market after two or three years.

We don’t want to spread out our investment trying to reach two markets.

Portada: Which challenges are you prepared to face?

BP: The challenge will be when a new competitor comes, maybe in a month or maybe in a year, with more investment. We have the support of our Tecate franchise, so we are ready to fight that challenge when it comes.

Switching to Soccer

Portada: How relevant is soccer marketing for the Tecate brand in the U.S.?

BP: Soccer is a passion point among Mexican-Americans in the U.S., as it is a passion point for Mexicans in Mexico. We use our local Mexican sponsorships to market in the U.S., in grocery stores and convenience stores.

We use our local Mexican sponsorships to market in the U.S.

Portada: How do your soccer sponsorships of Mexican teams and leagues help you reach a bigger market in the U.S.?

BP: We are sponsoring Tigres, Rayados, and Chivas so these teams come to the U.S. for friendly games in L.A., San Diego, Chicago, Dallas… When they come to the U.S., we amplify our outreach during the days around the games.

Portada: How do you leverage these local sponsorships in the U.S.?

BP: We usually tie that to a retail program. In addition to that, during the summer, we have a program focused on local games (played in Mexico or elsewhere outside the U.S.) which you can watch on TV, so each week we develop our program so you can win soccer merchandising on the weekends in exchange for your participation.

Also, we are creating a whole retail program to interact with our consumer through which they can win merchandising. We leverage the games in the US because our target consumer is very engaged with them.

Also, we have a TV buy. Every week during the game you will see a Tecate commercial.

We leverage the game in the U.S. because our target consumer is very engaged with the game.

Portada: How do you measure ROI or fan engagement in experiential marketing platforms?

BP: We look at the volume (sold), and not the number of impressions or engagements. We measure how we drive volume as a whole.

Portada: Is there any interest in sponsoring a local U.S. soccer team?

BP: Not at the moment. We want to focus on Mexican soccer.

What: Uniform manufacturers, banks, cement companies, and casinos top the list of Mexican soccer sponsors.
Why it matters: Knowing what Mexican brands are targeting Mexican soccer fans also offers interesting clues about brand affinity of Mexican-Americans in the U.S. In addition, having the exclusive for making and selling team uniforms, or having your beer logo on a team jersey – in addition to selling the beverage at the stadium – are profitable investments for brands, even if sponsorship figures for Mexican soccer remain undisclosed.

descarga (7)Liga Mx, which according to statistics is followed by at least 60% of the Mexican population, has a series of sponsoring brands that are split among those which produce team uniforms, and those which stamp their names or logos on the garments used by the players on each of the 18 teams that make up the largest Mexican soccer league.

First are the brands that manufacture and provide the teams with their uniforms:

Puma leads the league with five teams (Atlas, Santos, Monterrey, Guadalajara, and Querétaro); Charly with three clubs (Veracruz, Puebla, and Chiapas); Nike with three teams (Pumas, América, and Pachuca); Pirma with two clubs (Morelia and Leon); Under Armour with two teams (Cruz Azul and Toluca); Adidas with two clubs (Tigres and Tijuana), and Umbro with one team (Necaxa).

The dollar value of the sponsorships is guarded with great secrecy, and neither the brands nor the teams generally divulge the numbers that grant them the exclusive rights to the manufacture and sale of team jerseys. With retail prices that range from 900 to 1,300 pesos, it translates into a very profitable business for sponsors.

 

Las marcas que visten a los equipos de la Liga MX
Marca Equipo
Puma Atlas
Santos
Monterrey
Guadalajara
Querétaro
Charly Veracruz
Puebla
Chiapas
Nike Pumas
América
Pachuca
Pirma Morelia
León
Under Armour Cruz Azul
Toluca
Adidas Tigres
Tijuana
Humbro Necaxa

descarga (8)But even when sportswear brands are globally renowned, industry experts say that the crux of the sponsorship business is not in who makes the uniforms, but in the brand that supports each of the teams – and whose logo appears on team jerseys – as is the case of beer brands in markets like Germany, Brazil, and  Mexico.

The relationship between beer and soccer fans does not seem to be a coincidence, since the three countries (Mexico, Brazil and Germany) are the most important beer producers. Beer has thus become the sponsor of such important sports events as the Super Bowl, Europe’s Champions League, Formula One, and Mexico’s Liga Mx.

When the Liga Mx championship was defined, the Tigres wore the Tecate brand on their jersey, while the América wore the Corona brand. As all the fans know today, the corona or crown, was taken by the Nuevo León team.

Liga MX Beer Brand Sponsors
Brand Team
Corona Atlas
Corona Santos
Tecate Monterrey
Tecate Guadalajara
Corona Querétaro
Tecate Veracruz
Corona Puebla
Corona Chiapas
_______ Pumas
Corona América
Corona Pachuca
Corona Morelia
Corona León
Tecate Cruz Azul
Corona Toluca
Tecate Tigres
Bud Light Tijuana
Corona Necaxa

But other brands also want the attention their product would get by being printed on a uniform. This is the case with cement companies that sponsor their own teams, such as Cruz Azul, Cementos Fortaleza (Pachuca), and Cemex (Tigres); banks such as Banamex (Toluca and Pumas), BBVA Bancomer (Monterrey), Multiva (Querétaro), and Compartamos Banco (Chiapas); and, most recently, casino chain Caliente.

In fact, Caliente – which includes the online betting site Caliente.mx – is the brand that arrived in mid-2016 and went on to become one of the main sponsors of Mexican soccer, with its support of four teams: Tijuana, Puebla , Morelia, and Chiapas, and is poised to increase its sponsorship efforts starting in the second half of 2017.

Debora Montesinos contributed in this article

 

 

What: BRC Group, a marketer and producer of Hispanic soccer programs, has announced the launch of JUGOtv, a multi-platform digital sports network for U.S. Hispanic soccer fans. JUGOtv has partnered with some of Mexico’s greatest stars like Rafa Marquez, Luis Garcia and Ramon Ramirez., to bringing Mexican soccer and its stars closer to their fans in the U.S.
Why it matters: An increasing amount of video networks targeting sports lovers have been launched (including MCN Whistle Sports, which recently got US$ 20 million financing from investors including NBC). JugoTV is one of the first exclusively targeting the Hispanic soccer lover.

bZ-MsfRi_400x400BRC Group, the marketer and producer of Hispanic soccer programs in the U.S., and owner of Alianza de Futbol, the country’s largest amateur, Hispanic soccer program announced the launch of JUGOtv, a multi-platform digital sports network for U.S. Hispanic soccer fans.

Recognizing the popularity of the Mexican soccer league – LigaMX – which delivers the largest TV audience of all soccer leagues televised in the U.S., foreign or domestic, JUGOtv will focus on bringing Mexican soccer and its stars closer to their fans in the U.S. To do this, JUGOtv has partnered with some of Mexico’s greatest stars and personalities, including Rafa Marquez, Luis Garcia and Ramon Ramirez. JUGOtv will also be offering unique digital content opportunities with exclusive BRC Group clients including Oswaldo Sanchez and Carlos Valderrama.

CHECK OUT: Big Game Broadcasts: Vs Streaming: Two divergent trends have emerged for the Super Bowl and other major sports events. An article in Portada’s 2016 Sports Marketing Guide  DOWNLOAD IT HERE!

In addition to the celebrity hosted content, JUGOtv will also be producing several original series including Cruzando Fronteras, a 20 episode series featuring 20 players that are currently playing professionally in Mexico after being discovered in Alianza de Futbol’s scouting program-POWERADE® Sueño Alianza.

“We’re thrilled to partner with these great players, who played at the highest level of the sport on a global stage, who reach millions of fans through their social media, and who will help us to bring the game and its stars closer to fans in the U.S. in an exciting and entertaining way,” said Richard Copeland, Managing Director of BRC Group. “We have been working in Hispanic soccer in the U.S. for almost 15 years now, and know firsthand the incredible passion and insatiable appetite that Hispanic soccer fans have for ‘futbol’.”

“It’s a very unique situation and interesting dynamic, where the parents or grandparents of these players came to the U.S. from Mexico for a better life, and now these young men have gone back to Mexico to pursue a professional soccer career,” said Joaquin Escoto, Alianza de Futbol’s Managing Director. “There’s so many great stories and we look forward to following the journeys of these players, and more.”

JUGOtv’s content will be primarily short form video produced for consumption by Hispanic millennials on their mobile devices.