Tecate beer, a prominent sponsor of the sport of boxing recently had the opportunity to sponsor a special match in Macau, China.

The highly anticipated Pacquiao vs. Rio match featured two great boxing stars facing each other and also provided the Tecate brand a way to be active as a sponsor and “make the consumer feel completely engaged in creative ways,” says Tecate’s brand manager Gustavo Guerra. “This fight had been generating buzz since it was first announced, so we jumped at the chance to provide legendary moments for the fans.”

To engage fans, Tecate focused on boxing fans and utilized both Hispanic and general market outlets to spread the message. The brand sent special mailers for the media contacts that were travelling to China to see the fight live. It also created a Tecate Hombre Travel Kit to be received as they picked up their credentials in China. The kit included red a T-shirt with Tecate’s signature hashtag #ConCaracter, personalized wooden chopsticks, a logoed boxing keychain, sleep mask, and customized fortune cookies that contained Tecate taglines inside. “We wanted the contacts to have the Tecate swag with them on their journey,” says Guerra.

For media that were unable to attend, Tecate sent the Tecate Hombre Fight Night Kit to arrive at their homes one week before the fight. This kit included a Tecate branded cap, beer bucket, T-shirt, beer banner, beer opener, beer pitcher and a full-size Tecate girl cut out. “This same kit was given out to several fans who participated in media giveaways that we coordinated with top-tier outlets,” says Guerra. “We worked with a third-party company to provide the items to make sure the recipients had everything they needed for hosting their own viewing party.”

In addition to the media kits and targeted promotions, Tecate hosted a watch party in Las Vegas and asked fans to join them to get in on the action of the fight. “The watch party gave us another opportunity to engage with media by providing VIP access and orchestrating media giveaways for fans,” Guerra says. “The promotions garnered 29 media placements with over 5 million gross impressions; 10 Tecate Hombre Fight Night Kits and 10 Tecate Hombre Travel Kits were sent out to key media and fans.”