{"id":54961,"date":"2021-05-16T16:13:24","date_gmt":"2021-05-16T20:13:24","guid":{"rendered":"https:\/\/www.portada-online.com\/?p=54961"},"modified":"2021-09-24T23:33:00","modified_gmt":"2021-09-25T03:33:00","slug":"tecate-sponsorship-of-liga-mx-in-the-u-s-the-whys-and-hows","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/brand-marketing-2\/tecate-sponsorship-of-liga-mx-in-the-u-s-the-whys-and-hows\/","title":{"rendered":"Tecate’s Martinez: “Our Brand Attributes and Consumer Base Align Near Perfectly with Liga MX Expansion Goals in the U.S.”"},"content":{"rendered":"

Tecate Sponsorship of Liga BBVA MX in the U.S. Tecate announced the official, multi-year U.S. sponsorship of LIGA BBVA MX, the most-watched soccer league in the U.S. Tecate USA will also be a partner of LIGA BBVA MX\u2019s other competitions, LIGA BBVA Expansion MX and LIGA BBVA MX Femenil. To get a better understanding of the initiative, Portada talked to Oscar Martinez, Senior Brand Director Tecate USA.<\/em><\/strong><\/p>\n

The official Tecate sponsorship and its associated activations reflect the long-standing affinity and passion for Mexican soccer here in the U.S. The agreement includes the use of logos, names, and images of teams and players participating in LIGA BBVA MX, interviews with Mexican soccer legends, presence in matches during the season openings and closings, access to exclusive items, and a presence in the best match highlights on LIGA BBVA MX social platforms.<\/p>\n

\"Tecate
Oscar Martinez, Senior Brand Director,\u00a0Tecate\u00a0USA with\u00a0Tecate\u00a0Legend, Claudio Suarez<\/figcaption><\/figure>\n

“With this exclusive sponsorship, Tecate takes a strong step forward to stand as the brand that best connects U.S. fans with their favorite LIGA MX soccer teams, offering memorable experiences on and off the field,\u201d\u00a0 Tecate Sr. Brand Director, Oscar Martinez tells Portada. \u201cWith an exciting summer of soccer upon us, we\u2019re thrilled to deliver unforgettable experiences that speak to our maverick and unapologetic spirit. Mexico is in us!\u201d<\/p>\n

[comillas]There is no doubt that LIGA MX\u2019s following in the US is very strong, with an average of over 400,000 viewers per match, representing 40% of LIGA MX\u2019s audience.[\/comillas]<\/p>\n

Guillermo Alegret, Commercial Director of LIGA MX, added<\/strong> \u201cWe are very excited to have Tecate, an established, well known Mexican brand, expand their partnership of LIGA MX into the United States. There is no doubt that LIGA MX\u2019s following in the U.S. is very strong, with an average of over 400,000 viewers per match, representing 40% of LIGA MX\u2019s audience. The American market continues to be an important place for LIGA MX to grow and connect on a daily basis with the Hispanic community, in addition to the over 35 million Mexican Americans residing there.\u201d<\/p>\n

“Tecate is already one of Mexican-Americans\u2019 favorite brands to enjoy with friends, and that is the intention of this partnership: to offer fun and safe experiences for fans of legal age, while allowing us to deliver messages of social responsibility,” Martinez added.<\/p>\n

Tecate Sponsorships: Switch from Boxing to Soccer<\/h2>\n

A few years ago Tecate switched from boxing<\/a> to soccer in terms of the sports it will be supporting to reach U.S. audiences.\u00a0 Martinez notes that “boxing gave a lot to Tecate and for that we\u2019ll be always grateful to our partners in the sport. With soccer, however, we have the opportunity to expand our consumer base, and engage in ongoing conversation with them 365 days a year, with a more fluid schedule of events and retail activation opportunities.”<\/p>\n

[comillas] With soccer we have the opportunity to expand our consumer base and engage in ongoing conversations 365 days a year, with a more fluid schedule of events and retail activation opportunities.[\/comillas]<\/p>\n

According to Martinez, “the pivot to soccer is a biproduct of the natural evolution of our consumer base, and we jumped at the opportunity to become official sponsors of LIGA MX in the U.S. The ultimate goal of course being to recruit more avid Tecate consumers while helping to elevate the overall profile of the sport in America. Martinez adds that as a brand,\u00a0 “we\u2019re constantly on the lookout for how our consumers are engaging with and reacting to the content we put out there. We do a yearly internal marketing mix analysis, the preliminary data from which shows very positive responses to our soccer programming. As a brand that has taken on a new positioning in the last couple of years, it\u2019s important to us to be mindful of what moves our U.S. market, and soccer is definitely trending in that direction.”<\/p>\n

[comillas] It\u2019s important to be mindful of what moves our U.S. market, and soccer is definitely trending in that direction.[\/comillas]<\/p>\n

Nick Kelly, <\/strong>until the end of 2020 Head of U.S. Sports Marketing at Anheuser-Busch, <\/strong>and currently president of Charlotte, F.C.<\/strong> told Portada in an 2019 interview<\/a> that “LigaMX can be a much better\u00a0experiential marketing<\/a> vehicle to engage U.S. Hispanics than the MLS.”\u00a0 Tecate’s Martinez agrees: “Liga MX is the most watched and followed soccer league in the U.S., and our brand attributes and consumer base align near perfectly with Liga MX expansion goals in the US. We\u2019re in a great position to engage with the fans of the fastest growing sport in the U.S.”
\nAccording to Martinez, Tecate has built “a very strong relationship in the U.S. with three of the most relevant soccer teams from Mexico: Chivas, Tigres, and Rayados, which have allowed us to engage with their fans in markets like California, Texas, and Illinois \u2013 each of which is a core DMA for the Tecate U.S. brand.”
\nRegarding upcoming activations of the new Tecate sponsorship, Martinez says that he is currently “developing an activation plan that will leverage and help proliferate key points of the sponsorship. Our team is excited to fully execute on that plan as soon as it\u2019s safe to reopen, including soccer legends\u2019 participation at retail activations, fan viewing parties, incentive trips to games in Mexico for our consumers and retailers, and text-to-win opportunities among others.”<\/p>\n

Additionally, within the HEINEKEN USA portfolio, the Heineken\u00ae brand has already been a passionate supporter of MLS<\/strong> for many years, as sponsor of Inter Miami Club de F\u00fatbol, Orlando City SC, NY Red Bulls and\u00a0NYCFC, among others.\u00a0Last year, the brand executed a \u201cStadium in a Box<\/a>\u201d sweepstakes which effectively brought the passion and excitement of an MLS match to winning fans\u2019 homes.<\/p>\n

Synergies on Both Sides of the Border<\/h2>\n

Tecate is the official sponsor of Liga BBVA MX in Mexico as well, thus the synergies on both sides of the border bring added power and opportunity to the overall Tecate sponsorship. “This particular partnership will facilitate us becoming even more engaged with and meaningful to an already loyal bicultural consumer in the USA,” Martinez adds.<\/p>\n

In addition, Tecate will be the main sponsor of the Campe\u00f3n de Campeones match, set to take place in Los Angeles this July. This game is the only official Liga MX game held outside of Mexico, and Tecate will be fully activating at retail and on-site to bring even more energy and excitement around the most watched soccer league in the U.S.<\/p>\n

Check out:<\/strong> Constellation Brands to expand Hispanic consumer deep dives\u00a0<\/a><\/p>\n

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

HEINEKEN USA and its TECATE brand announced the official, multi-year U.S. sponsorship of LIGA BBVA MX, the most-watched soccer league in the U.S. Tecate USA will also be a partner of LIGA BBVA MX\u2019s other competitions, LIGA BBVA Expansion MX and LIGA BBVA MX Femenil. To get a better understanding of the new initiative, Portada talked to Oscar Martinez, Senior Brand Director Tecate USA.<\/p>\n","protected":false},"author":2,"featured_media":54962,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[151,24297],"tags":[26293,22374,11630,896],"yoast_head":"\nTecate Sponsorship of Liga MX in the U.S. The Whys and How's<\/title>\n<meta name=\"description\" content=\"Tecate Sponsorship of Liga MX in the U.S. Oscar Martinez, Senior Brand Director Tecate USA, explains why his brand aligns with soccer.\" \/>\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-2\/tecate-sponsorship-of-liga-mx-in-the-u-s-the-whys-and-hows\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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