Chivas del Guadalajara have signed up beer brand Tecate as a sponsor of the Mexican soccer club's activities in the US, reports, www.sportspromedia.com/. As part of the deal the Tecate and Tecate Light brands will serve as the exclusive beer sponsor of Chivas' upcoming friendly matches to be played north of the border, as well as additional player meet and greet events.
The first of the Tecate-sponsored friendly matches will see Chivas take on Santos Laguna at the BBVA Compass Stadium in Houston, Texas on 27th March. Details of a further two fixtures, to be played in California and Texas, will be announced in due course.
Tecate's sponsorship of the matches comes as part of the brand's new 'Taste of Triumph' marketing campaign, which aims to immerse 'bicultural Hispanic consumers 21 and older in the sports they love'.
"To the millions of Chivas fans across the US, it's our pleasure to bring such high quality international soccer to California and Texas," said Gustavo Guerra, brand director for Tecate and Tecate Light.
"We look forward to this bold alliance generating some incredible matches in front of avid Chivas fans."
