Reposted from Estrella Jalisco
New Mexican Import in the U.S. Looks to Tap into Mexico’s Loyal Fan Base during Soccer’s Biggest Moment
Estrella Jalisco, a premium pilsner beer with more than 100 years of Mexican brewing tradition, today announced an agreement with Soccer United Marketing (SUM), the commercial arm of Major League Soccer, to partner with the Mexican Soccer Federation (Federación Mexicana de Fútbol, FMF). As part of the agreement, Estrella Jalisco becomes the Official Beer of the Men’s Mexican National Soccer Team (MNT) throughout the annual U.S. Tour of El Tricolor, on the Road to Russia for the 2018 FIFA World Cup and beyond. Estrella Jalisco, a Mexican import launched by Anheuser-Busch in the United States in 2016, continues to grow in popularity and distribution and hopes to engage soccer fans through the MNT’s 23rd World Cup appearance.
“In many ways, Estrella Jalisco is a lot like Team Mexico. We’re authentically and undeniably Mexican. Our beer has been brewed in Jalisco for more than 100 years. We’re also hungry to make a big splash next year and get some big wins in our column,” said Yonathan Bendesky, Senior Brand Director for Anheuser-Busch, Mexican Imports. “We’re expanding our distribution in February and can’t think of a better way connect with soccer fans than supporting Mexico’s campaign at the 2018 World Cup when people from all over the world are sharing beers while cheering on their teams.”
The category exclusive partnership with SUM will activate across multiple channels with the brand planning to launch television advertising, digital content and social media, public relations, OOH and point-of-sale efforts. In addition, the partnership includes branded presence at Mexico’s annual U.S. Tour kicking off on January 31 at the Alamodome in San Antonio, Texas. The tour will visit four additional cities that will be announced at a later date.
“Anheuser-Busch has been a long-time supporter of international soccer and we’re excited to partner with a brand like Estrella Jalisco that is proudly brewed in Mexico, and an intrinsic part of Mexican heritage/culture,” said Jennifer Cramer, VP, Partnership Marketing, SUM. “This brand understands the significance of soccer and the unique opportunity to engage with MNT fans through the U.S. Tour.”
As part of the partnership, Estrella Jalisco receives category exclusivity as the Official Beer Sponsor of the Mexican National Team (MNT) in the U.S. as well as imagery rights and legend appearances.
Entering its 16th edition, the annual Mexican National Team U.S. Tour matches have become one of the most popular events in the sport, with an average of approximately 50,000 fans per game throughout the years. With nearly 80 games played since 2002, the Mexican National Team has been able to use the matches not only as a way to prepare for important competitions like the FIFA World Cup and CONCACAF Gold Cup, but also to reach their fervent fan base across North America.
The 2018 FIFA World Cup will take place this summer from June 14 to July 15 across 12 venues in 11 cities across Russia. Among the thirty-two qualifying teams are Mexico, Panama, Costa Rica, Russia, England, France, Egypt, Nigeria, Peru, Brazil, Japan and Australia.
About Estrella Jalisco
With more than 100 years of Mexican brewing tradition, Estrella Jalisco is a refreshing, light-flavored pilsner beer from Guadalajara, Jalisco, and contains 4.5 percent alcohol by volume (ABV). It is best enjoyed in a wide-top pilsner glass to bring out its true flavor and aroma while allowing drinkers to appreciate the color and carbonation of the beer. Estrella Jalisco was launched in the U.S. last year and it’s quickly becoming a Mexican favorite among cerveza aficionados.
About Soccer United Marketing
Over the past 16 years, Soccer United Marketing (SUM), the commercial arm of Major League Soccer, has become the preeminent commercial soccer enterprise in North America, overseeing the commercialization, marketing, promotion and operational execution of the region’s most successful soccer entities. Currently, SUM holds the exclusive rights to Major League Soccer, the United States Soccer Federation, the Mexican National Team (for the United States market), and CONCACAF Properties (Gold Cup™ and CONCACAF Champions League). In addition, SUM held the promotional and commercial rights to the highly successful 2016 Copa America Centenario.