Mexican beer brand Tecate has moved to enhance its presence in the European football market by entering into a multi-year partnership with English Premier League club Manchester City.
Although the terms of the deal were not disclosed, it was confirmed that Tecate will serve as the team’s official regional beer partner in Mexico.
Tecate will work with the club to help it connect with City fans in Mexico through a range of promotions and supporter experiences.
Tecate has already established a presence in European football through ongoing partnerships established by its brewery, Cervezas Cuauhtémoc Moctezuma. The brewery has regional deals in place with the likes of French Ligue 1 team Paris Saint-Germain, Spanish LaLiga side Barcelona and Italian Serie A club Juventus.