October 5 – Mexican beer brand Tecate has added a fourth regional sponsorship with the addition of Manchester City from the English Premier League.
Man City join France’s Paris Saint-Germain, Spain’s Barcelona and Italy’s Juventus as having Tecate as the official regional beer.
Tecate is the brand leader in the portfolio of CM/Heineken Mexico and promotes itself via a ‘We are Football’ catchline. In recent months the brand has expanded aggressively in football sponsorship both in Mexico and with foreign clubs. It now has partnered with the league leaders in four of Europe’s Big 5 football markets.
The Man City deal is described as a multi-year agreement (the deals with the other clubs are for five years), but no figure has been announced for the deal. At then end of last month the club signed a regional sponshorship with the Singha brewery for Thaliand, Cambodia and Mayanmar.
Raul Gonzalez, brand director at CM/HEINEKEN Mexico, said: “As the fastest growing football club in the world Manchester City’s success, history and ambition is attracting fans all around the world. Our Consumers at Tecate will now be there, every time the fans are moved and inspired by such a magnificent Club.”
Gonzalez promised that this “new partnership between Tecate and Manchester City will result in incredible experiences for the fans of our brand, so stay tuned to our social media platforms for upcoming news and unique moments.”
Omar Berrada, commercial director of City Football Marketing, said: “We are very pleased to welcome Tecate® on board as our Official Beer for Mexico. We are delighted that the brand also becomes our first partner in Mexico, home to some of the world’s most passionate football fans. We are looking forward to working together to create some great opportunities to engage Tecate consumers in Manchester.”
CM/HEINEKEN Mexico was founded in 1890, and has six beer brewing plants and one malting plant in Mexico. In May 2010, Cuauhtemoc Moctezuma merged with HEINEKEN, the second largest brewing company in terms of revenue worldwide.
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