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Barcelona signs sponsor in key Mexican market

Spanish Liga football club Barcelona has agreed a new long-term sponsorship deal with Mexican beer brand Tecate.

The contract with the Cervecería Cuauhtémoc-Moctezuma brewery, which is based in Monterrey and is a subsidiary of Dutch brewing giant Heineken, will run for five years, from 2014-15 to 2018-19.

Under the agreement, Cervecería Cuauhtémoc-Moctezuma will be able to use Barcelona branding and the club’s players to promote Tecate in the Mexican market.

Tecate sponsors Mexican clubs Rayados, Tigres, Cruz Azul, Xolos, Querétaro, Veracruz and Chivas, but has elected to expand its football marketing operation.

Barcelona is said to have 20 million fans in Mexico, the club’s second strongest market after Spain.