{"id":38420,"date":"2017-05-08T12:22:19","date_gmt":"2017-05-08T16:22:19","guid":{"rendered":"https:\/\/www.portada-online.com\/?p=38420"},"modified":"2017-05-15T09:55:45","modified_gmt":"2017-05-15T13:55:45","slug":"how-tecate-uses-silvester-stallone-to-target-boxing-fans-nationwide","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/brand-marketing\/how-tecate-uses-silvester-stallone-to-target-boxing-fans-nationwide\/","title":{"rendered":"How Tecate Uses Silvester Stallone to Target Boxing Fans Nationwide"},"content":{"rendered":"

What: Portada <\/strong>talked to Gustavo Guerra, brand director of Tecate Equity at Heineken U.S.,<\/strong> about how the beer brand has changed its marketing strategy to target\u00a0the overall U.S. market. A campaign using actor Silvester Stallone\u00a0is intended to appeal to target audiences nationwide. In addition, boxing sponsorship deals are a major element behind this new marketing push.
\nWhy it matters: <\/strong>In\u00a0<\/strong>2016, Tecate signed a multiyear sponsorship deal with management\/promotions firm Golden Boy Promotions<\/strong>, and with current WBC Light Middleweight Champion Saul ‘Canelo’ Alvarez. <\/strong>“Canelo”\u00a0\u00a0<\/strong>just competed last Saturday May 6 against Julio C\u00e9sar Ch\u00e1vez Jr, The multi-year sponsorship contract has Tecate featured prominently in the center ring, around the mat, and throughout the arena.\u00a0Boxing allows Tecate to really leverage sponsorships through in-store promotions, which help them sell more products.<\/strong><\/p>\n

\"Gustavo
Gustavo Guerra, brand director of Tecate Equity in Heineken U.S.<\/figcaption><\/figure>\n

On last\u00a0Saturday night, May 6, all boxing fans’ eyes were set on Las Vegas to experience one of boxing history’s most exciting encounters: current WBC Light Middleweight Champion Saul ‘Canelo’ Alvarez, against Julio C\u00e9sar Ch\u00e1vez Jr. <\/strong>During what seemed to be the longest twelve rounds in boxing history, Canelo reminded\u00a0the world of what a great fighter he is. \u00a0Canelo, once again, won the\u00a0WBC Light Middleweight Championship. But the Mexican boxer wasn’t the only winner last Saturday night. Printed on his shorts, and with a presence on every corner of the MGM Grand Arena in Las Vegas, Tecate made sure to leverage one of its most relevant sponsorship deals.<\/strong><\/p>\n

Tecate’s marketing push in 2017 did not start with the Canelo-Chavez fight. On April 18 Tecate launched a new campaign (TV, Digital, and Social Media) \u00a0in collaboration with Canelo \u00c1lvarez and Sylvester Stallone.<\/strong><\/p>\n

Subscribe to Portada daily Sports Marketing Updates!<\/a><\/strong><\/p>\n

\u201cStallone was key to the strategy because, although he is no boxer, he allowed us to reach an audience beyond Hispanics, which already connect with Canelo,\u201d explains Guerra.\u201cWe are expanding our brand towards a market, which had been foreign to us, which is the American market.\u201d<\/p>\n

[comillas] We are expanding our brand towards a market, which had been foreign to us, which is the American market.[\/comillas]<\/p>\n

Tecate has a multiyear agreement with\u00a0promotions company Golden Boy<\/strong>, founded by former boxer \u00d3scar de la Hoya. Alone in 2016, Golden Boy received an audience share of 42%<\/strong> of all boxing fights, explains Guerra. The multi-year sponsorship contract has Tecate featured prominently in the center ring, around the mat, and throughout the arena. <\/strong>(Sa\u00fal El Canelo\u00a0 \u00c1lvarez, is\u00a0among professional boxers who have contracts with Golden Boy.)<\/p>\n

\u201cIt wasn\u2019t enough to sign a partnership with Golden Boy. For the first time, we signed a deal with a boxer. Canelo \u00c1lvarez<\/strong> became the brand\u2019s ambassador last year,\u201d explains Guerra.<\/p>\n\n\n\n\n\n\n\n\n
HOW TECATE MARKETS TO U.S. MEN<\/th>\nWHO? WHAT?<\/th>\nRATIONAL<\/th>\n<\/tr>\n
Sponsorship of Influencers<\/th>\nMovie star Sylvester Stallone<\/td>\nTo reach U.S. Americans<\/td>\n<\/tr>\n
Boxer Canelo Alvarez<\/td>\nTo reach Hispanic audience<\/td>\n<\/tr>\n
Media<\/td>\nTV advertising on 10 English speaking channels, and 13 Hispanic channels. Print advertising<\/td>\nTo reach the masses<\/td>\n<\/tr>\n
Retail Activations<\/td>\nIn-store activations in more than 17000 stores, plus special edition cans<\/td>\nFor immediate conversion<\/td>\n<\/tr>\n
Digital Activations<\/td>\nSocial media plus online advertising<\/td>\nTo reach a younger and connected audience<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

The History of Tecate’s Marketing in the U.S.<\/h2>\n

Some say you can reach men through their belly (stomach), but Tecate found a better way to do it: through sports, particularly boxing.<\/p>\n

When Tecate started expanding in the U.S., in 2007, its marketing strategy focused on reaching first-generation Hispanics<\/strong> who already knew the Mexican brand and wanted to buy it in the U.S. But later, in 2015, Tecate decided to go after the next generation, whose natural context is bicultural.<\/strong><\/p>\n

Subscribe to Portada daily Sports Marketing Updates! <\/a><\/strong><\/p>\n

“These consumers don\u2019t feel like native U.S. Americans, but neither like Hispanics. This is why they represent the best of both worlds, “explains Guerra. They connect both with the American culture and with the Latin American.<\/p>\n

\u201cTo us, this is the most relevant strategic change. It \u00a0represents 64% of Hispanics, who \u00a0live in both cultures, and move around like a fish in the sea.\u201d<\/p>\n

[comillas]For us, this is the most relevant strategic change.[\/comillas]<\/p>\n

With this in mind, starting in \u00a02016, Tecate\u00a0expanded\u00a0its reach beyond the \u201cthe sunny belt\u201d states\u00a0-California, Arizona, New Mexico, and Texas-\u00a0 to the whole territory of the U.S.<\/strong><\/p>\n

Tecate started to use boxing to target the Hispanic consumer in May 2015.<\/strong> The boxing \u201cFight of the Century\u201d between Manny Pacquiao and Floyd Mayweather was one of the most exciting moments in boxing history. Box office sales reached US\u00a0$74 million<\/strong> (just 14 million less than Super Bowl, with a quarter of the seats available).<\/p>\n

Along Las Vegas Boulevard, 275 activation points reminded people walking by that the \u201cFight of the Century\u201d was presented\u00a0 Tecate. \u201cThe moment you left the plane, at the airport, you had an impact by Tecate. This was a very important way to leverage our sponsorship,\u201d remembers Gustavo Guerra, brand director of Tecate Equity in Heineken U.S.<\/strong><\/p>\n

\"\"
(Photo: @Canelo)<\/figcaption><\/figure>\n

[comillas] For the first time we signed a deal with a boxer. Canelo \u00c1lvarez became the brand\u2019s ambassador last year.[\/comillas]<\/p>\n

Boxing allows Tecate to really leverage sponsorships through in-store promotions, which automatically lead them to sell more products.<\/strong> In addition, Tecate pushes the brand through social media and digital advertising.<\/strong> Including its Bold Punch app<\/strong>, which makes your phone vibrate every time Canelo connects a punch on his opponent.<\/p>\n

\u201cThese features help us connect with our target consumers, and allow us to tell a story,\u201d says Guerra.<\/p>\n

Now, the key to keeping growing \u00a0is to continue innovating to connect with all our audiences, Guerra concludes.<\/p>\n

Gabriela Guti\u00e9rrez M contributed to this article.<\/em><\/p>\n

<\/h1>\n

<\/h2>\n

[ctalatinb]<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Portada talked to Gustavo Guerra, brand director of Tecate Equity in Heineken U.S., about how the beer brand is going after the major U.S. market through sports sponsorships.<\/p>\n","protected":false},"author":6908,"featured_media":38433,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[174,9796,9650,71,38],"tags":[10404,10424,10425,10427,10426,5756,10423,310],"yoast_head":"\nHow Tecate Uses Silvester Stallone to Target Boxing Fans Nationwide<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.portada-online.com\/brand-marketing\/how-tecate-uses-silvester-stallone-to-target-boxing-fans-nationwide\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Tecate Uses Silvester Stallone to 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