Tecate Launches Promotions for Canelo vs. Smith Fight, Mexican Independence Day

With less than a week to go before the Canelo vs. Smith fight on Saturday, Sept. 17, at AT&T Stadium in Arlington, Texas, Tecate, the fight's presenting and exclusive beer sponsor, has descended on the Dallas-Ft. Worth (DFW) Metroplex through a series of digital and physical activations to bring fans 21 and up closer to the international mega fight and celebrate Mexican Independence Day Weekend.

Fighting on Mexican Independence Weekend, a date reserved for some of the most recognizable fighters in boxing history: Julio Cesar “J.C.” Chavez, Sr., Juan Manuel “Dinaminta” Marquez, Marco Antonio “Baby Face Assassin” Barrera Erik “El Terrible” Morales and  “The Golden Boy” Oscar De La Hoya; now former two-division world champion Canelo Alvarez (47-1-1, 33 KOs) will reclaim the historic weekend for Hispanic fight fans when he faces off against WBO Junior Middleweight World Champion Liam "Beefy" Smith (23-0-1, 13 KOs). The event takes place Saturday, Sept. 17 and will be produced and distributed live by HBO Pay-Per-View beginning at 9pm ET/6pm PT.

Today, fight fans 21 and up looking to get closer to the fight before and during the bout, can gain access to exclusive pre-fight training content and come fight night, feel one of Canelo’s power punches through their smartphone with the popular boxing app, Tecate Bold Punch. The immersive app, which debuted on iOS in May, is now available for Android. Tecate Bold Punch is the perfect second screen companion for the faceoff featuring five unique types of content as demonstrated here:

•Punches – Don't just see the punches, feel them. Every time Canelo lands a bold punch, your phone will vibrate to reflect the bold intensity of the match.

• Behind-the-scenes-video – Live streams and exclusive pre-fight locker room content.

•See Fight – All of the ways to see the fight – from where to buy tickets to how to watch the fight live on HBO.

•Tecate – Check out the latest national television campaign featuring Canelo and the brand's iconic black eagle.

•Fighters – A quick tale of the tape that highlights the fighters' important stats ahead of the fight.

"You can’t just go big in Texas! Therefore, we’re going big nationally to bring fight fans closer to the ring while fueling Canelo’s crossover to the US market through extensive broadcast, retail and digital promotions,” says Felix Palau, vice president, Tecate. “From the moment fans step off the plane at DFW or if they’re viewing with friends and using our Bold Punch app as a companion experience across the country, Tecate will instantly emerge you into the fight.”

“Boxing and Tecate go hand in hand, which is why we are thrilled to be giving the fans an exclusive inside look to the Canelo vs. Smith fight with the Bold Punch app,” says Oscar De La Hoya, chairman and CEO of Golden Boy Promotions. “Over Mexican Independence Day weekend, Tecate will be the fight fan’s ultimate guide to all of the action-packed festivities and behind-the-scenes content during the fight.”

From Monday, Sept. 12, in DFW and nationally, Hispanic broadcasters including Univision, UniMas, Telemundo, Fox Deportes, NBC Universo, ESPN Deportes and many others will air the Tecate branded commercial “Flashy” featuring Canelo and driving consumers to buy the HBO Pay-Per-View.

On Friday, Sept. 16 at 2pm CST, the Tecate Fan Fest will open to the public inside the AT&T Stadium’s East Plaza and feature branded consumer experiences including celebrity autographs and photo opportunities with current and past boxing legends, an Oscar De La Hoya meet & greet and the ability to measure your best punch against Canelo’s through the Bold Punch Challenge where a consumer’s punch power is measured through digital impact and laser sensors.

Friday night will conclude with the Tecate Born Bold Champions Chat hosted by award-winning boxing journalist Dan Rafael, and broadcast live on the Bold Punch App, RingTv.com and Golden Boy Promotion’s Facebook Page from 6-7pm CST featuring an entertaining debate with Golden Boy Promotions Chairman and CEO Oscar De La Hoya, the timeless Future Hall of Famer and Golden Boy Promotions Partner Bernard Hopkins, the greatest boxing analyst of all time, Larry Merchant and very special guest, Jerry Jones.

Tecate’s 21 national consumer opportunities continue with thematic point-of-sale activations across more than 4,000 off-premise and 200 on-premise accounts driving beer trials; a text-to-win competition for 3,300 instant win prizes including limited edition Canelo Under Armour Tecate branded fight gear; the popular, national, no purchase necessary mail-in-rebate program; and the brand will be prominently featured on Canelo's trunks, at the center ring, around the mat and throughout the fight.

For additional details on Tecate's "Born Bold" campaign, the sponsorship of Golden Boy Promotions’ fights, or to speak with a Tecate Light representative about the brand, please contact BRAYA at HUSA BRAYAUS.com.