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DATE News (chronologically)
02/28/11
irl
Tecate back with Long Beach GP for 10th year
Tecate Light and Tecate will join with many thousands of race fans toasting the brands’ 10th consecutive sponsorship involvement with the 37th Annual Toyota Grand Prix of Long Beach,  April 15-17.

As part of the celebrations, adults will be able to take advantage of more than $100 in discounts to racing event tickets and snacks, exciting  promotions such as “Thursday Night Thunder on Pine” in downtown Long Beach and two live concerts, Tecate Light’s Fiesta Friday and Saturday Rock-N-Roar, both held on an outdoor concert stage and free to race ticketholders.

“We first became involved with the Toyota Grand Prix of Long Beach in 2001 to connect with those consumers that are always searching for more adrenaline and flavor. Since then, we’ve helped hundreds of thousands of adults experience the racing weekend to its fullest through a variety of promotions and events,” said Felix Palau, vice president of marketing for Tecate equity. “This April, we’re proud to salute the Grand Prix Association and the racing fans that have made it possible for us to celebrate our 10th anniversary as sponsors of the Toyota Grand Prix of Long Beach.” 

During the last 10 years, Tecate has had a big part in increasing the race weekend’s Hispanic attendance from eight percent in 2002 to 30 percent in 2010, continuing the race’s legacy as one of the largest special events in Southern California.

“Tecate’s involvement with the Toyota Grand Prix of Long Beach has been a great asset in the growth of the event over the last decade,” said Jim Michaelian, president and CEO of the Grand Prix Association of Long Beach. “Their assistance in growing our Hispanic audience, activating promotions in market as well as sponsoring such high profile events as the Tecate Thunder Thursday on Pine, the Tecate Light ‘Fiesta Friday’ Concert, and the Tecate Light ‘Rock-N-Roar’ Concert on Saturday have all combined to make this a tremendous strategic partnership.”

Tecate Light will continue to offer more than $100 in discounts for a three-day reserved seating ticket, snacks and car cleaning products with the purchase of a 12-pack or larger of Tecate Light or Tecate at select retail locations throughout Southern California (additional details can be found on back of coupon).  At these same stores, adults will also have the opportunity to pick up a free pass to Tecate Light’s “Fiesta Friday” concert and participate in promotions hosted by the brand ambassadors.

As part of the Tecate “Thunder Thursday” weekend preview celebrations on Long Beach’s Pine Avenue on April 14, the cerveza brands will be on-hand with special promotions at bars and restaurants for consumers 21 and older, live music, and more.  That same night, the 2011 Miss Toyota Grand Prix of Long Beach will be crowned from among dozens of contestants participating in the pageant during the three weeks prior. 

Throughout the weekend, consumers will further complete their racing experience at almost 20 thematic “Pit Stop Pubs,” sports bars and cantinas located around the track, where adult fans can enjoy a refreshing cerveza and take pictures with the Chicas Tecate Light. Additionally, the brands will be present at the lifestyle Expo with an impressive display complete with racing simulators, a draught wall bar and literature on responsible alcohol consumption.

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