Tecate, Heineken's Mexican beer brand, is joining as a sponsor of two upcoming boxing matches expected to draw a large Hispanic audience in the U.S., one involving defending champ Floyd Mayweather Jr. and the other a contest between Mexican powerhouse Saul "Canelo" Alvarez and Alfonso Gomez. Tecate branding will be evident at the arenas where the matches are being held, as well as on HBO Pay-Per-View, which is carrying the fights, and in cinemas that also will be showing the matches.

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