Juventus
    Juventus
      20.05.2015 10:51 - in: Sponsors S

      Tecate named new Juventus Official Regional Beer

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      Juventus Football Club announces a new partnership agreement with the beer company, part of the Cuauhtémoc Moctezuma – Heineken Mexico group. Giorgio Ricci and David Trezeguet discuss the union with the media

      Juventus Football Club is delighted to announce that it has agreed a partnership agreement with Cervezas Cuauhtémoc Moctezuma S.A. DE C.V. – Heineken Mexico.

      The Tecate brand will be the new Juventus Official Regional Beer in the Central American country. The agreement establishes the terms for a series of far-reaching media rights, such as the use of the Juventus image via digital channels and at events, and represents the first regional deal for the Champions League finalists in a market where the Bianconeri are well loved and enjoy a large following.

      In fact, there are over 22 million Juventus fans in the area, a figure which makes it the third-largest concentration of Bianconeri supporters in the world (source: repucom 2014). There has been a 35% increase in the number of fans in the region in the last four years.

      Juventus also has a staunch Mexican following across the various social networks. Mexico provides 2.8 million of the Bianconeri’s Facebook followers, second only to Italy (source: Facebook Analytics), while the country is fifth in terms of the number of subscribers to the club’s official YouTube channel (source: YouTube Analytics).

      “The agreement with Tecate further strengthens Juventus’ strategy of creating bonds with the foremost local brands in important markets such as Mexico. Tecate and Juventus are both examples of excellence and enjoy great popularity in their respective nations,” declared Juventus Head of Global Partnerships Giorgio Ricci during the press conference held to unveil the partnership.

      Also present at the event, held in Mexico City on Tuesday 19 May, was Juventus Legends President David Trezeguet, a great ambassador of Bianconeri traditions: “We’re more than a football club – we’re a family. The desire to grow and to win international honours is part of the Juventus DNA and will be forever. The fact that we’ve returned to the Champions League final is testimony to that.

      “Despite the importance of our traditions, we don’t want to interrupt this process of growth. In this regard, the agreement with Tecate is a very exciting step into a market where the people are fiercely passionate about football. We want to continue to build on our history, and Mexico is the perfect place to do it.”

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