With the booming interest in the fight game
among Hispanic consumers, and with the first Mexican-American-run fight
promotion company founded by a star who transcends the sport, at least
one brand–Cerveza Tecate, imported by Heineken USA–is boosting its
presence in boxing.
MediaPost Publications – Cerveza Tecate Boosts Presence In Boxing Arena – 04/29/2008
Boxing ain’t baseball. Budweiser and Everlast notwithstanding, brands have generally been wary about associating with a sport with poor reputation among the general market, and questionable promotional value because of bad fights and meaningless titles.