Presenting and Exclusive Beer Sponsor Tecate Embraces Bold Opinions in the Weeks Leading up to May 2nd
Tecate, the Mexican beer which is a longtime supporter of boxing, celebrates the fight of the century between Floyd Mayweather Jr and Manny Pacquiao in Las Vegas on May 2.
As presenting and exclusive beer sponsor for the fight, Tecate has helped bring fans 21 and older closer to the monumental match than ever before. In the weeks leading up to the fight, where there was no shortage of opinions from either camp, Tecate provided fans with a platform to share their opinions on who would win the fight. The #MyBoldOpinion online campaign featured boxing’s legends Sylvester Stallone and HBO sports commentator Larry Merchant playfully discussing fans’ passionate, social predictions through a series of short films.
“It’s been incredible to see all the opinions from boxing fans around the world who like us have waited patiently for and anticipated a match of this magnitude for years,” said Gustavo Guerra, brand director for Tecate. “Mayweather-Pacquiao was our fight to win given our history, investment and passion for the sport of boxing, and we look forward to Tecate sharing the centre of the ring with the champion on Saturday night.”
The extensive #MyBoldOpinion campaign also took over Las Vegas from April 6 including bus wraps, digital billboards, taxi toppers and branding throughout the fighter’s hotels and arena. Additionally, Tecate conducted targeted and strategic promotions for a chance to win tickets to attend the sold out event, Pay-Per-View (PPV) home packages and Pacquiao-signed memorabilia. Select retail locations will also feature Pacquiao punching bags to test fan’s ‘Power of the Punch’ to be shared on social channels.
With recent reports of the fight selling out in 60 seconds, the first bout between these two boxing titans promises to capture the interest of even non-boxing fans. The fight is expected to break previous boxing records for fighter purse, revenue, PPV sales and audience size. Estimates for PPV homes that will tune in are between 3.6-4MM (HBO-Showtime), exceeding the previous record from the 2007 Mayweather-De La Hoya bout with 2.5M (Forbes.com; February 20, 2015). Mayweather and Pacquiao alone have generated over 90% of all of boxing’s PPV sales over the last 10 years (HBO-Showtime). The fight is expected to deliver 33M viewers, which is the largest sporting event audience ever for a non-Super Bowl telecast (HBO-Showtime).
“Tecate is truly a bold beer. They strategically collaborated globally on a unified basis to secure the anchor sponsorship for one of the biggest sporting events in history,” said Todd duBoef, president of Top Rank. “Tecate’s sponsorship of Mayweather-Pacquiao not only highlights its dominance on the boxing landscape but its commitment to supporting the vitality of the sport.”