Each Monday, we will share some great activation practices throughout the sports and entertainment landscape. This blog will serve as a space to highlight innovative ideas and campaigns. Want to have your idea or campaign featured? Send us a note on Twitter at @Navigate_Res. 

As one of the most anticipated fights in the history of boxing, the Mayweather-Pacquiao fight to take place in Las Vegas will be one of the most watched paid programs in history. Needless to say, it is no surprise sponsors were lined up for the opportunity to align with this historic matchup. For example, Manny Paquiao is to recieve $2.5M for his shorts sponsorship alone. However, it is the title sponsor, Tecate beer, that intends to capitalize on those viewers who can’t buy an $8000+ ticket. And that doesn’t include the airfare, of course. 

What are those fans without tickets doing? Likely at a bar or attending/hosting a fight night party to watch the historical match, but at a price of $100 for the fight. Tecate will attempt to decrease the cost by offering fans up to a $50 rebate on the game with proof of purchase of Tecate beer. They are, also, promoting their association to the fight with their #MyBoldOpinion digital campaign where fans can express who they believe will win the fight, as well as any other opinions they have on the matter. Tecate’s clever digital campaign combined with their goal to reach those at-home viewers creates for an effective sponsorship of a fight that will be filled with numerous advertising messages.

In order for a sponsorship to be fully effective, it’s important for to incorporate a variety of different tactics to not only make fans aware of their sponsorship, but to engage consumers with their brands. Tecate has achieved this by encouraging fans to purchase their product, title sponsoring one of the most watched paid programs in history, and engaging with fans via social media. The trifecta.