Tecate continues with LBGP Tecate and the Grand Prix Association of Long Beach announced today Tecate's continued sponsorship of the 35th Annual Toyota Grand Prix of Long Beach, marking its successful contribution to the event as the exclusive malt beverage sponsor since 2002.
Meanwhile, Tecate Light returns for its second year featuring an enhanced music and entertainment program, including sponsorship of the "Fiesta Friday" Concert with live music from popular Mexican band El Tri.
"Since Tecate first became involved with the Grand Prix of Long Beach eight years ago, we've been able to establish a deeper connection with our adult Hispanic consumers in the region by providing them with an annual source of entertainment that speaks to their passion for the sport," stated Carlos Boughton, brand director of Tecate. "As we continue to strengthen our relationship with the Grand Prix Association, we're proud to have the opportunity to further engage second- and third-generation Hispanic adult racing fans by incorporating Tecate Light into the race weekend through even more powerful and relevant activities than ever before."
Tecate Light's "Fiesta Friday" concert on Friday, April 17 has traditionally featured a renowned Hispanic artist on the Tecate Light stage, located in front of the Performing Arts Center. Past artists showcased have included acclaimed pop star Aleks Syntek, rock band Enanitos Verdes and the Mexican regional music of Conjunto Primavera.
Tecate Light and KROQ-FM will team up on Saturday, April 18 for the "Rock-N-Roar" concert, which will continue the great success of the concert series accomplished by past participants such as Pennywise, Goo Goo Dolls and Taking Back Sunday. This year's performer will be announced at a later date.
Tecate and Tecate Light will have its iconic brand ambassadors welcoming fans throughout the track, including the Tecate booth in the Lifestyle Expo and themed spaces such as the Tecate and Tecate Light cantinas, playas, beer garden and sports bars.
On Thursday, April 16, Tecate and Tecate Light kick off the Toyota Grand Prix of Long Beach with "Thunder Thursday," transforming the town's Pine Avenue into a preview of the race weekend with a high-octane car show and live music.
Tecate and Tecate Light will offer a coupon for $25 off of a three-day Grand Prix general admission ticket with the purchase of a Tecate or Tecate Light 18-pack or larger. Other interactive and retail cross-promotions are also planned.
"Tecate has proven to be a most valuable partner of the Toyota Grand Prix of Long Beach, bringing new and exciting activities that have attracted Hispanic racing fans to the event, and just as importantly have ensured that they keep coming back year after year," said Jim Michaelian, president and CEO of the Grand Prix Association of Long Beach. "As such, we're thrilled to reinforce our relationship with Tecate and Tecate Light as they return as sponsors of the 2009 festivities and expect to see a continued increase in attendance from first- and second-generation Hispanic adults this coming year."
Tickets for the 35th annual Toyota Grand Prix of Long Beach are available now at the Grand Prix Ticket Office, Ticketmaster or by calling (888) 82-SPEED. Ticket prices range from $25 for Friday general admission to $125 for three-day reserved seating. For more information on seating, parking, group discounts, one-day tickets, IndyCar Paddock passes, Super Photo tickets, and hospitality clubs, visit www.gplb.com.