Liga BBVA: Tecate becomes the official beer of Real Madrid in Mexico until 2019-20

Tecate, the Mexican beer brand belonging to the Heineken group, has become a regional partner of Real Madrid CF (Liga BBVA) in Mexico until the end of the 2019-20 season, the company announced on 21/08/2015. The Madrid beer group Mahou remains the club's beer partner in Spain.

The agreement with Tecate could be close to €1m per season, according to several Spanish media sources. "This partnership will help consolidate the brand as the sponsor most associated with European and Mexican teams," said Tecate. The company, a partner of FC Barcelona (Liga BBVA) and Juventus (Serie A TIM), is also a regional sponsor of Paris Saint-Germain (Ligue 1) in Mexico for five seasons (2015-16 to 2019 -20). The brand also sponsors seven clubs in the Liga Bancomer MX : CD Guadalajara, Cruz Azul FC, Club Tijuana, Querétaro FC, CD Veracruz, Monterrey CF and CF Tigres UANL, the latter of which is the new club of the French international André-Pierre Gignac.

The agreement will allow Real Madrid to strengthen its presence in Mexico, as the club opened a boutique in Mexico City in 2015.

Real Madrid: €231.5m…