Grand Prix of Long Beach news 2010-02-17

TECATE RETURNS AS OFFICIAL MALT BEVERAGE SPONSOR OF THE 36th ANNUAL TOYOTA GRAND PRIX OF LONG BEACH Brand's Ninth Consecutive Year to Include Concerts, $100 Discount off Three-Day Ticket LONG BEACH, Calif. (Feb. 17, 2010) - Tecate and Tecate...


Brand's Ninth Consecutive Year to Include Concerts, $100 Discount off Three-Day Ticket

LONG BEACH, Calif. (Feb. 17, 2010) - Tecate and Tecate Light announced today their renewed sponsorship of the 36th Annual Toyota Grand Prix of Long Beach, set to take place April 16-18.

As the exclusive malt beverage sponsor of the three-day event since 2002, Tecate will complete racing fans' experiences by launching a variety of consumer promotions, as well as a music and entertainment program.

"During the last nine years, Tecate Light and Tecate have experienced the importance of the Toyota Grand Prix of Long Beach among racing aficionados and residents of Southern California. As we've witnessed Hispanic attendance grow from 6 percent in 2001 to 30 percent in 2009, it has become our mission as authentic Mexican cerveza brands to launch initiatives that go beyond simply adding our logo to the track barriers," said Felix Palau, vice president of marketing for Tecate equity. "In mid-March, we'll debut a complete activation program designed to connect with Spanish- and English-speaking adults. Whether it is through our discounted ticket promotions at retail, or the live performances on the Tecate Light stage, we're ensuring that racing aficionados can enjoy every aspect of the event."

Tecate Light and Tecate will be offering a $100 discount coupon for a three-day reserved seating ticket with the purchase of a 12-pack or larger of Tecate Light or Tecate (additional details can be found on back of coupon) at select retail locations throughout Southern California. This offer was designed to make certain that as many fans as possible can partake in the weekend festivities, which include:

Thunder Thursday

Tecate Light and Tecate will help the Toyota Grand Prix of Long Beach start its engines on April 15 during the "Thunder Thursday" celebrations on Pine Avenue. As part of the official race weekend preview, the cerveza brands will be on-hand with special promotions at bars and restaurants for consumers 21 and older, live music, and more.

"Fiesta Friday" concert with Molotov and Maldita Vecindad Latin Grammy winner band Molotov and renowned Mexican group Maldita Vecindad take the spotlight at Tecate Light's popular "Fiesta Friday" concert on April 16.

Rock-N-Roar Concert

Once again on the night of Saturday, April 17, the Tecate Light stage will be filled with sound during the "Rock-N-Roar" concert, which will take place in front of the Performing Arts Center. Previous artists featured include such international acts as Puddle of Mudd, Pennywise, Goo Goo Dolls and Taking Back Sunday. This year's band will be announced in the coming weeks.

Throughout the weekend, adult consumers will also have the chance to take pictures with the Chicas Tecate Light. These brand ambassadors will be stopping by the various Tecate Light and Tecate cantinas, playas, beer garden and sports bars located around the track, where adult fans can enjoy a refreshing cerveza.

"Our fans will be thrilled with all of the activities that Tecate Light and Tecate have lined up to enhance the experience of the aficionados who come to Long Beach to enjoy the festivities," said Jim Michaelian, president and CEO of the Grand Prix Association of Long Beach. "We are proud to have the support of authentic brands like Tecate Light and Tecate help us to continue growing this event into one of the most important sports appointments in Southern California."

To build additional awareness of the event, Tecate Light and Tecate will distribute thousands of thematic promotional materials across local off-premise locations, such as replica model cars. At retail, consumers will also have the opportunity to save on snacks and auto cleaning products with the purchase of a 12-pack or larger of the cerveza.

About FEMSA/Heineken USA

In 2004, Heineken USA and FEMSA Cerveza reached an agreement that made Heineken USA the sole and exclusive importer, marketer and seller of FEMSA's beer brands in the United States. Under the terms of the agreement, Heineken USA assumed responsibility for the marketing, sales and distribution of the beer brands Dos Equis, Tecate, Sol, Carta Blanca, Bohemia and the new Tecate Light, across the United States. In April 2007, an extended ten-year agreement was finalized between Heineken USA and FEMSA, which became effective January 1, 2008.

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Besides the FEMSA portfolio, brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Please visit

Founded in 1890, FEMSA is the largest integrated beverage company in Latin America with a portfolio of leading beer and soft drink brands. Its subsidiary FEMSA Cerveza is one of the leading brewers in Mexico with brands that include Tecate, Dos Equis and Sol. Its subsidiary Coca-Cola FEMSA is the largest Coca-Cola bottler in Latin America and the second largest in the world. FEMSA sells its products through approximately two million points of sale, which serve a population of over 170 million people in nine countries, including some of the most populous metropolitan areas in Latin America, such as Mexico City, São Paulo and Buenos Aires. FEMSA's manufacturing and distribution capabilities are enhanced by its retail and packaging operations; it operates Oxxo, the largest convenience store chain in Mexico, with over 3,000 stores as of June 2004. For more information on FEMSA, go to

-source: -TGPLB-

Be part of something big

Write a comment
Show comments
About this article
Series ALMS , IndyCar
Drivers Jim Michaelian