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DATE News (chronologically)
02/17/10
irl
Tecate announces sponsorship of Long Beach Grand Prix  Tecate and Tecate Light announced today their renewed sponsorship of the 36th Annual Toyota Grand Prix of Long Beach, set to take place April 16-18.
As the exclusive malt beverage sponsor of the three-day event since 2002, Tecate will complete racing fans’ experiences by launching a variety of consumer promotions, as well as a music and entertainment program.

“During the last nine years, Tecate Light and Tecate have experienced the importance of the Toyota Grand Prix of Long Beach among racing aficionados and residents of Southern California. As we’ve witnessed Hispanic attendance grow from 6 percent in 2001 to 30 percent in 2009, it has become our mission as authentic Mexican cerveza brands to launch initiatives that go beyond simply adding our logo to the track barriers,” said Felix Palau, vice president of marketing for Tecate equity. “In mid-March, we’ll debut a complete activation program designed to connect with Spanish- and English-speaking adults. Whether it is through our discounted ticket promotions at retail, or the live performances on the Tecate Light stage, we’re ensuring that racing aficionados can enjoy every aspect of the event.” Tecate Light and Tecate will be offering a $100 discount coupon for a three-day reserved seating ticket with the purchase of a 12-pack or larger of Tecate Light or Tecate (additional details can be found on back of coupon) at select retail locations throughout Southern California. This offer was designed to make certain that as many fans as possible can partake in the weekend festivities, which include:

Thunder Thursday
Tecate Light and Tecate will help the Toyota Grand Prix of Long Beach start its engines on April15 during the “Thunder Thursday” celebrations on Pine Avenue. As part of the official race weekend preview, the cerveza brands will be on-hand with special promotions at bars and restaurants for consumers 21 and older, live music, and more.

“Fiesta Friday” concert with Molotov and Maldita Vecindad
Latin Grammy winner band Molotov and renowned Mexican group Maldita Vecindad take the spotlight at Tecate Light’s popular “Fiesta Friday” concert on April 16.

Rock-N-Roar Concert
Once again on the night of Saturday, April 17, the Tecate Light stage will be filled with sound during the “Rock-N-Roar” concert, which will take place in front of the Performing Arts Center.

Previous artists featured include such international acts as Puddle of Mudd, Pennywise, Goo Goo Dolls and Taking Back Sunday. This year’s band will be announced in the coming weeks. Throughout the weekend, adult consumers will also have the chance to take pictures with the Chicas Tecate Light. These brand ambassadors will be stopping by the various Tecate Light and Tecate cantinas, playas, beer garden and sports bars located around the track, where adult fans can enjoy a refreshing cerveza.

“Our fans will be thrilled with all of the activities that Tecate Light and Tecate have lined up to enhance the experience of the aficionados who come to Long Beach to enjoy the festivities,” said Jim Michaelian, president and CEO of the Grand Prix Association of Long Beach. “We are proud to have the support of authentic brands like Tecate Light and Tecate helps to continue growing this event into one of the most important sports appointments in Southern California.”

To build additional awareness of the event, Tecate Light and Tecate will distribute thousands of thematic promotional materials across local off-premise locations, such as replica model cars. At retail, consumers will also have the opportunity to save on snacks and auto cleaning products with the purchase of a 12-pack or larger of the cerveza.

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