Tecate Drives Long Beach Grand Prix Events

Posted on by Patty Odell

Tecate is expanding its presence as official sponsor of the Toyota Grand Prix of Long Beach, adding its Tecate Light brand as presenting sponsor of the music performances for the race weekend.

It’s the seventh year Tecate has sponsored the race, which runs for the 34th year on April 20.

Festivities start with “Thunder Thursday” on April 17 along Pine St. in Long Beach, featuring a preview of the race weekend with a car show, music and promotions at local bars and restaurants.

Tecate Light gets into the act by sponsoring a “Fiesta Friday” concert featuring Latino bands. The brand is teaming with KROQ-FM to sponsor a “Rock-N-Roar” concert on Saturday night. Bands for both nights are still to be announced.

Tecate will also place cantinas and playas around the track, where fans can drink beer while watching the race. They’ll also be able to have their pictures taken with Chicas Tecateat the track and listen to strolling mariachi musicians.

“We have been looking for a marquee event for the L.A. area for sometime,” said Carlos Boughton, Tecate brand manager. “We realize there’s no bigger event for attendance than the Long Beach Grand Prix.”

It’s a big event getting bigger for local Latinos. The race weekend drew 180,000 people last year, compared to 120,000 three years ago, according to Boughton.

For more stories on event marketing


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