Brand Aligns Itself with Up-and-Coming Boxers Who Best Embody Men with Character in the Ring
LAS VEGAS, N.V. (April 3, 2010) ? Tecate announces Sergio Mora as the first winner of the Con Caracter award, the brand?s newest initiative, which gives adult consumers an opportunity to recognize the undercard fighter who demonstrated the most car?cter, perseverance and boldness during their bout.
The award program, which launched during the HBO Pay-Per-View broadcast of Hopkins vs. Jones undercard fights, invited consumers at home 21 and older to vote via text message for the fighter who best personified character in the ring. In this case, Sergio Mora won the title with 42.8 percent of the votes, proving to be the crowd?s favorite boxer con caracter. Tecate will make a donation in his name to a charity of his choice.
Tecate is a bold brand that recognizes the masculinity, strength and tenacity of its consumers making the alignment with boxing a natural fit. After three years of sponsoring marquee boxing fights and weekly programs, the brand has laid out the groundwork to become the leading beer sponsor in the sport and will continue to build upon that throughout the year.
The Con Caracter Award will continue as a Tecate initiative for all major upcoming fights throughout 2010. For more information please call Isabel Quinteros or Cecilia Mena at 212.219.0321 or email [email protected] / [email protected]
