Tecate Comes Out Swinging With Immersive Digital Activations A Week Ahead Of Golden Boy Promotions' Canelo vs. Khan Fight Week

In February, Tecate, Golden Boy Promotions and boxing's biggest star, current WBC, RING Magazine and Lineal Middleweight Champion Canelo Alvarez, announced they were partnering and would feature the prizefighter in the brand's upcoming national English and Spanish advertising broadcast campaign which debuted on April 11.

Today, Tecate and Golden Boy Promotions are releasing the free Bold Punch iOS app which integrates fans 21+ into all the fight week activities starting on Monday, May 2 via live streams and virtually in the ring during fight night. The knockout app, demonstrated here by the Tecate Chicas, features five unique types of content for fight fans including, for the first time ever, the ability to feel one of Canelo's power punches:

• 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 or in theaters via Fathom Events.
• Tecate – Check out the latest national television campaign featuring Canelo Alvarez and the brand's iconic black eagle.
• Fighters – A quick tale of the tape that highlights the fighters' important stats ahead of the fight.

"Tecate is synonymous with both legendary fights, and the experiences we create for consumers surrounding our partnerships," said Felix Palau, Vice President of Tecate Brand Marketing. "Unlike past physical activations, our goal here is to leverage Canelo's international star power, creating digital experiences that can be felt by the masses – whether you're heading to Vegas or planning to enjoy the fight at home with friends."

Starting Wednesday, April 27, Tecate is launching a dedicated Twitter promotion giving fans 21+ the opportunity to win their very own version of the WBC world championship belt by following @Tecate and clicking the button "#BoldestBeltSweeps" from the brand's latest tweet featuring Canelo. By entering, users are agreeing to the promotion's terms and conditions and a tweet is automatically generated, alerting their followers that they want to win the #BoldestBeltSweeps. Five winners will be announced by the Tecate Chicas through the brand's Twitter live stream on Friday, May 6 before the fight's 2:30 pm PDT weigh-in.

Additionally, Tecate is offering fight fans one more way to get closer to the match through a simple text-to-win sweepstakes. More than 150,000 have already entered for a chance to win four tickets to the fight plus a VIP boxing experience and other branded prizes since the sweepstakes opened seven weeks ago. The sweepstakes will close on April 30.

To date, Tecate's promotion of Canelo vs. Khan includes a national English and Spanish advertising broadcast campaign featuring Canelo in 'Flashy'; the popular, national, no purchase necessary mail-in-rebate program; extensive media buys across Las Vegas from bus and building wraps to digital billboards; an aggressive national retail program across 6,000+ stores; and will be prominently featured on Canelo's trunks and at the center ring, around the mat and throughout the arena.

For additional details on Tecate's "Born Bold" campaign, the sponsorship of Golden Boy Promotions fights, or to speak with a Tecate and Tecate Light representative about the brand's support of boxing, contact BRAYA at [email protected].  

About HEINEKEN USA

HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of HEINEKEN International NV, the world's most international brewer. European brands imported into the U.S. include Heineken^®, the world's most international beer brand, Strongbow Hard Apple Ciders, Amstel Light, and Newcastle Brown Ale. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.

About Golden Boy Promotions

Los Angeles-based Golden Boy Promotions was established in 2002 by 10-time world champion in six divisions Oscar De La Hoya, the first Hispanic to own a national boxing promotional company. Golden Boy Promotions is one of boxing's most active and respected promoters, presenting shows in packed venues around the world and has worked with networks such as HBO, HBO Latino, Estrella TV, ESPN, TeleFutura, FOX Sports 1, FOX Deportes, Televisa and TV Azteca. The company has also promoted some of the top boxing events in the history of the sport including De La Hoya vs. Mayweather, Mayweather vs. Canelo and other notable pay-per-view fights featuring fan-favorites Bernard "The Alien" Hopkins, Juan Manuel "Dinamita" Marquez, Miguel Cotto, Marco "Baby Faced Assassin" Antonio Barrera, Erik "El Terrible" Morales and Sugar Shane Mosley.

About Canelo vs. Khan

Canelo vs. Khan, a 12-round fight for Canelo's WBC, Ring Magazine and Lineal Middleweight World Championships, is promoted by Golden Boy Promotions in association with Canelo Promotions and sponsored by "Cerveza Tecate, Born Bold", O'Reilly Auto Parts, Casa Mexico Tequila, DOOM® -- Fight Like Hell on May 13, and HANDS OF STONE: The True Story of Roberto Duran, in theaters this August! 

For more information, visit www.goldenboypromotions.com or www.hbo.com/boxing, follow us on Twitter at @GoldenBoyBoxing, @canelo, @amirkingkhan, @OscarDeLaHoya and @HBOboxing, become a fan on Facebook at www.Facebook.com/GoldenBoyBoxing or www.Facebook.com/HBOboxing, join us on Instagram @GoldenBoyBoxing, @canelo, @amirkingkhan, @OscarDeLaHoya and @HBOboxing, and follow the conversation using #CaneloKhan.

Photos and videos are available for download in the official Canelo vs. Khan press kit here: bit.ly/canelokhan.

Photo - http://photos.prnewswire.com/prnh/20160426/360106
Logo - http://photos.prnewswire.com/prnh/20160218/335003LOGO

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