Our programme worked in two phases, encompassing everything from assertive On and Off-Premise activity to aggressive media and advertising support. Phase 1 created awareness of the tournament’s local events. Consumers participated in “Mini Copa Tecate,” a national football competition. Impactful Point-of-Sale elements secured retail activity. An informative website was also developed. Phase 2 focused on Copa’s finals, intensifying media support (TV, OOH, radio). PR efforts secured local and national print coverage, gaining unprecedented exposure. Self-liquidating offers provided a chance to own Copa Tecate Gear. The Tournament concluded in San Diego with a championship match televised nationwide by Azteca América.

Our integrated marketing efforts for Copa Tecate 2005 yielded an increased team participation of 37% (45,000+ players in 22 markets across the U.S.) against 2004, and a total estimated attendance of over 2 million. PR activity was exponentially larger than in 2004, with more than triple the coverage in local and national relevant print, radio, etc. Beer sales experienced a 23% increase over 2004. The event’s success surpassed the expected results. Copa Tecate is now the largest Hispanic amateur adult soccer tournament in the United States.