Tecate Knocks-Out Sponsorship With Golden Boy Promotions And Lands A Sponsorship Deal With Mexican Superstar Canelo Alvarez

Tecate will be the Presenting and Exclusive Beer Sponsor for all Golden Boy Promotions Fights and Endorses an Individual Boxer for the first time

Feb 23, 2016, 09:30 ET from HEINEKEN USA Inc.

NEW YORK, Feb. 23, 2016 /PRNewswire/ -- After a banner 2015 in boxing, Tecate, the Mexican beer with bold flavor, announced today it will enter 2016 as the exclusive beer and presenting sponsor for Oscar De La Hoya's Golden Boy Promotions and has signed an endorsement contract with boxing's biggest star, current WBC, RING Magazine and Lineal Middleweight Champion and Golden Boy Promotions fighter, Canelo Alvarez.

In 2016, Tecate will continue to become more synonymous with legendary boxing matches and for the first time in the brand's history, will endorse an individual boxer, Canelo, leveraging his popularity to promote the brand's 2016 'BORN BOLD' campaign. As part of the endorsement, Canelo will wear Tecate branded boxing trunks in the ring in his upcoming marquee fights in May and September, 2016.

"The new partnership with Tecate establishes Canelo as the biggest star in all of boxing, period," said Oscar De La Hoya, Chairman and CEO of Golden Boy Promotions. "With this partnership with Tecate and his commitment to fight on Cinco de Mayo and Mexican Independence Day weekends -- boxing's two biggest annual dates -- Canelo's popularity will only continue to soar for years to come."

"Tecate is a world recognized company and I am very happy to have a strong and serious sponsor be part of my team," said Canelo Alvarez. "With Tecate on my side, I know that we will take our brands to new heights.  Through our partnership will be able to achieve our mutual goals and lead boxing into its next great era."

"This sponsorship is an incredibly natural fit," said Gustavo Guerra, brand director for Tecate. "Not only is boxing one of our consumer's biggest passion points, but Golden Boy Promotions, Canelo and Tecate share common ground for being Mexico's best in their respective categories – boxing and beer."

The multi-year sponsorship contract with Golden Boy Promotions will have Tecate featured prominently in 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 HUSA@BRAYAUS.com.

For more information on Golden Boy Promotions and Canelo Alvarez, visit www.goldenboypromotions.com and follow us on Twitter, Facebook and Instagram @GoldenBoyBoxing and @Canelo.

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 Alvarez
At the age of 25, Guadalajara, Jalisco, Mexico's Canelo Alvarez (46-1-1, 32 KOs) has conquered the boxing world, captivating fans both at home and around the globe with his action-packed fighting style, charisma and willingness to take on the toughest challenges. The current WBC, RING Magazine and Lineal Middleweight Champion, was last seen in the ring against former four-division world champion Miguel Cotto on November 21, 2015, defeating him via unanimous decision.  The 2015 Fighter of the Year candidate's road to stardom began in 2011 with a win over Matthew "Magic" Hatton for the vacant WBC Super Welterweight World title, his first title defense against Ryan Rhodes and stoppage victories over Alfonso Gomez and Kermit Cintron. Then in 2012, Canelo defended his belt against future Hall of Famer Sugar Shane Mosley and showed the veteran his first retirement, winning via unanimous decision in 12 rounds. Canelo continued on the path to superstardom in 2013 with a fifth round technical knockout of Josesito Lopez, followed by a 12-round unanimous decision victory over then world champion, Austin Trout in front of over 40,000 fans at San Antonio's Alamodome. The victory earned, Canelo the WBA Super Welterweight World Championship and proved his dominance at 154-pounds and a clear, bonafide ticket seller. On September 14, 2013, Canelo faced the man on top of the pound-for-pound list – Floyd "Money" Mayweather – giving a stellar effort before falling short of victory for the first time via 12-round majority decision. The fight ended up being the biggest of 2013, but also the second highest grossing bout of all-time and the second most watched boxing event ever on Mexican television (only behind 2015's Mayweather-Pacquiao). Since then, Canelo has won four straight fights, defeating top stars Alfredo "Perro" Angulo via 10th round technical knockout and Erislandy "The American Dream" Lara via split decision in 2014 and achieved 2015's  Knockout of the Year over James "Mandingo Warrior" Kirkland on May 9, at Minute Maid Park in Houston in front more than 31,000 fans.

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