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Tecate Light's (Soccer) Goal: Build Store Traffic, Drive Incremental Sales

Summer promotion includes TV/radio advertising, in-store materials, national consumer sweepstakes

WHITE PLAINS, N.Y. -- Heineken USA's Tecate Light hopes to drive retail traffic through its sponsoring this summer of four matches for Chivas del Guadalajara, one of the most followed soccer clubs in the Americas. Tecate Light beer

"This summer, Tecate Light is positioned as the go-to beer choice for Chivas matches, providing our retailer partners with the opportunity to build store traffic and drive incremental sales of Tecate throughout the season,” says Juan Carlos Montes, shopper marketing manager for Tecate.

Tecate Light will sponsor four of Chivas del Guadalajara’s premier summer matches in the United States, including games June 25 in Chicago, July 2 in Denver and July 10 and 31 in Los Angeles.

Tecate Light, an increasingly popular beverage choice among multicultural and specifically Mexican-American men, is supporting the program with national soccer TV and radio advertising, bold in-store materials and a national consumer sweepstakes in which consumers have the chance to win tickets to Chivas matches and other related Tecate prizes.

“Tecate Light is on fire, growing 46% and outperforming the beer category and Mexican import segment,” Montes said. “Our Chivas soccer program brings to life messaging that reflects our fans’ bold lifestyle and connects with the traditions that surround their Chivas soccer viewing occasions."

The Tecate Light Chivas summer program runs from June through July 2016.

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