This summer, Tecate Light, a brand of White Plains, N.Y.-based Heineken USA, is partnering with Chivas del Guadalajara, one of the most-followed soccer clubs in the Americas, to sponsor four of the club’s premier summer matches in the United States. The matches include June 25 in Chicago, July 2 in Denver, and July 10 and 31 in Los Angeles, the company says.
Tecate Light is supporting the program with national TV and radio advertising, bold in-store materials and a national consumer sweepstakes where consumers have the chance to win tickets to Chivas matches and other related Tecate prizes, it adds.
“Tecate Light is on fire, growing 46 percent and outperforming the beer category and Mexican import segment,” said Juan Carlos Montes, shopper marketing manager for Tecate, in a statement. “Among light beer offerings, Tecate Light indexes the highest with multi-cultural consumers who are 42 percent more likely to participate in and watch soccer versus other domestic light beer consumers. Our Chivas soccer program brings to life messaging that reflects our fans’ bold lifestyle and connects with the traditions that surround their Chivas soccer viewing occasions. This summer, Tecate Light is positioned as the go-to beer choice for Chivas matches providing our retailer partners with the opportunity to build store traffic and drive incremental sales of Tecate throughout the season.”
The Tecate Light Chivas summer program runs from June to July.