US: Heineken repeats Dos Equis sponsorship for Breeders' Cup
Heineken has secured 'Official Beer' status for the Dos Equis beer brand at this year's Breeders' Cup World Championships in the US.
The brewer's US arm said today (19 August) that the Mexican brand, which it imports into the country for FEMSA Cerveza, will sponsor the horse racing event for a second year in November.
Highlights of the sponsorship include retail promotions at around 1,000 retailers in the Los Angeles market, media support with radio, out-of-home, online and television, and the creation of the 'Dos Equis Cantina', an area in the infield of Santa Anita Park during the championships. The area will feature a DJ and Dos Equis pouring stations.
"We are thrilled to continue this relationship with the Championships for the second year to support the excitement at the track, at retailers around Los Angeles and now at the newly-created Dos Equis Cantina, an area designed to provide an even more interesting experience at the Breeders Cup World Championships," said Kheri Holland Tillman, vice president of marketing for Dos Equis.
The 26th Breeders' Cup World Championships, which consists of 14 races and US$25.5m in purses, will be held on 6 and 7 November at Santa Anita Park in Arcadia, California. The event will be televised live on ABC and ESPN.
Asia Pacific Breweries has completed deals to acquire Heineken's controlling stakes in Multi Bintang of Indonesia and Grand Brasseries de Nouvelle Caledonie....
Coca-Cola FEMSA, the soft drinks arm of Mexican drinks group FEMSA, has raised US$500m by selling 10-year bonds in US capital markets....
Heineken has been forced to temporarily suspend operations at its two newly-installed biomass plants in the UK....
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