ESPN and Tecate beer announced a sponsorship agreement that aligns Tecate with ESPN’s Spanish and English-language boxing content on TV, online and on radio; highlighted by the title sponsorship of the Tecate Friday Night Fights Studio within weekly Friday Night Fights telecasts on ESPN2 and ESPN Deportes.
With this agreement, Tecate, which for the first time will have presence on a general market network on a consistent basis to reach Hispanic boxing fans in both languages, will enhance its commitment to growing the sport among adults 21 and older with a passion for boxing.
In addition, as a result of the ESPN-Tecate deal, Oscar De La Hoya’s Golden Boy Promotions reached an agreement with ESPN for seven GB events with ESPN’s Friday Night Fights. The first Golden Boy Promotions event as part of Friday Night Fights will be aired April 10.
Tecate’s sponsorship represents a fully integrated alliance across multiple platforms. As part of the agreement, Tecate will air ads on ESPN Deportes’ original production of Viernes de Combates. In addition, to further highlight ESPN’s commitment to Hispanic boxing and sponsors serving this segment of the population, Tecate will be running :30 second ads in Spanish during all of ESPN2’s Friday Night Fights, an effort that commenced 4/3. ESPN will tie in the Tecate concept of “Con Caracter” (With Character) by integrating the brand into both networks’ Friday Night Fights telecasts as well as on ESPN Deportes Radio’s afternoon program Zone ESPN.
Additional television exposure includes presenting sponsorship of ESPN Deportes’ Golpe a Golpe, the network’s weekly boxing studio show co-hosted by boxing legend Marco Antonio Barrera and Jorge Eduardo Sanchez. The cerveza brand will also sponsor boxing updates on ESPN Classic and on ESPN Deportes’ SportsCenter. Also, an online component will bring Tecate to life on ESPNdeportes.com and ESPN.com’s boxing homepage.