The biggest upset of the upcoming Mayweather/Pacquiao fight may have happened back in March, when Tecate outbid rival Corona to earn the fight’s official beer sponsorship. Tecate bid 5.6 million to Corona’s 5.2, securing the beer’s logo at center ring, on promotions throughout MGM Grand Casino, and as well as at many retail locations airing the fight. The brand has been a long time sponsor of Manny Pacquaio, so it was no real surprise when a bid was announced. What was surprising was the actual amount and the challenger it knocked out. Tecate has taken every step imaginable to not only promote the fight, but it’s brand as a whole. Different marketing strategies on social media and in stores have seen the company’s sales up 20% in the weeks leading up to the fight, says Tecate brand manager, Gustavo Guerra.

In it’s home country of Mexico, the fight will be free to all viewers, another great opportunity for the Tecate brand to be seen by millions. In the United States, an estimated 35 million people are expected to tune into the fight via pay per view and retail locations. Also, Tecate is offering a mail-in rebate for those purchasing the fight at their homes with a purchase of one of the brand’s products. CBS Los Angeles reports: “Customers may save $15 on ordering the fight with the purchase of one Tecate or Tecate Light 18-pack, $30 with the purchase of two 18-packs, or $50 with the purchase of three 18-packs.” Rebates are available at most point of purchase locations. Tecate has taken advantage of its 5.6 million dollar purchase by the looks of it.

The “Fight of the Century” is finally upon us, grab some Tecate and witness history!