May 21 – Italy’s Juventus has agreed a regional beer sponsorship with Cervezas Cuauhtémoc Moctezuma S.A. DE C.V. – Heineken Mexico, with its Tecate brand becoming the new Juventus Official Regional Beer.
The agreement grants the brand a set of media rights including use of the Juventus image via digital channels and at events. It is the first regional deal for Juve in Mexico.
“The agreement with Tecate further strengthens Juventus’ strategy of creating bonds with the foremost local brands in important markets such as Mexico. Tecate and Juventus are both examples of excellence and enjoy great popularity in their respective nations,” said Juventus Head of Global Partnerships Giorgio Ricci.
Mexico, which is one of the world’s leading football markets with a powerful local league in the LigaMX, has the third largest concentration of Bianconeri supporters in the world (according to a Repucom report in 2014), with more that 22 million fans.
There has been a 35% increase in the number of fans in Mexico in the past four years and Juve have built a community of 2.8 million followers across its social networks (second only to Italy on Facebook).
Juventus Legends President David Trezeguet (pictured), who was present at the launch of the partnership in Mexico City, said: “We’re more than a football club – we’re a family. The desire to grow and to win international honours is part of the Juventus DNA and will be forever. The fact that we’ve returned to the Champions League final is testimony to that.
“Despite the importance of our traditions, we don’t want to interrupt this process of growth. In this regard, the agreement with Tecate is a very exciting step into a market where the people are fiercely passionate about football. We want to continue to build on our history, and Mexico is the perfect place to do it.”
No figure has been announced for the sponsorship.
Contact the writer of this story at moc.l1734963223labto1734963223ofdlr1734963223owedi1734963223sni@n1734963223osloh1734963223cin.l1734963223uap1734963223