Recap canelo smith

Canelo Alvarez vs. Liam Smith World Championship Boxing September 12th to 17th EVENT RECAP

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

Activation Details & Highlights

• As the Canelo-Smith Host Hotel, the Gaylord Hotel & Resort received over 3,200 fans across fight week. Tecate had dominant presence at the Fight Exhibit along with signage and sampling activation • At the 9 property restaurants • Dracko was involved in the full brand activation of Tecate during the fight and the weeks leading up to it, with its partner Impulso • Activation Set Up included Press Conference at AT&T Stadium, Media Work Out areas at the Gaylord Texan, Fan Fest Area, Weigh-IN Area, VIP Party Area at OK Corral Dallas and Multiple Retail Locations for greet and meets with boxing stars.

• Tecate owned the AT&T Stadium Entrance thru an impact installation towering 155 Feet. Thru fight week, over 43,000 consumers walked thru the signage and all media outlets used it as a fight backdrop to open and close their fight week coverage

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

Gaylord Texan Resort

Ring and Media Center Set-Up

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

Gaylord Texan Resort

Ring and Media Center Set-Up

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

Gaylord Texan Resort

Open Fighter Workouts

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

Gaylord Texan Resort

Open Fighter Workouts

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

Gaylord Texan Resort

Open Fighter Workouts

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

Tecate Fan Fest

• Tecate brought the best boxing experience to over 18K consumers thru the Tecate Fan Fiesta at AT&T Stadium Plaza. The event included a full weekend of activities including Celebrity fighter appearances, interactive games and anchored by the Canelo vs. Smith Weigh • Tecate owned the AT&T Stadium Presence (despite founding partner Miller-Coors), with ownership presence from entrance, to concession stands into the Stadium Bowl. In total, Tecate enjoyed 94 points of contact during the weighin and fight night which were exposed to over 58,000 consumers!

• Dracko staff helped set up and coordinate the day’s events, from Brand Ambassadors to crown control. Bernard Hopkins, Erick “El Terrible: Morales and Piolin were some of the stars showcased during the 2 day Fan Fest event.

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM

Fanfest Setup

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM

Fanfest Setup

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM

Fanfest Activation

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM

Fanfest Activation

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM

Fanfest Activation

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM

Fanfest Activation

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

Tecate Fan Fest

FIGHT WEIGH-IN • Tecate headlined the Canelo vs. Smith Fight Weigh-in, with dominant presence on-site in front of 6,700 consumers and via stream with over 5.9Mm viewers thru the Tecate App, GB Social Media Channels, ESPN Deportes and ESPN3 • All branding opportunities were installed for all the fighters weigh in. A total of 12 roll up banners, more than 10 branded bike rack covers and large backdrops were in place for this mega event.

PRE FIGHT PRESS CONFERENCE • 82 Media covered the final fight press conference where Tecate was at the forefront. Tecate’s live stream of the press conference along with GB and Ring TV, generated over 3.4Mm views

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM

Press Conference Setup

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM

Press Conference

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM

Press Conference

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T Stadium

TECATE VIP PRE PARTY EXPERIENCE • For the firs time, Tecate provided over 560 Texas and National guests a unique VIP Experience inside the AT&T Stadium at the Tecate/Golden Boy Official Pre Party • The Crown Royal lounge was turned into Tecate “town”. From setting up Tecate branded bars, to Tecate branded dj booths, to backdrops and roll up banners, the team was responsible for the full activation setup.

RETAIL AUTOGRAPH SESSIONS AND FIGHT PROMOTION. • During fight week, Tecate brought shoppers the best of Boxing with unique autograph sessions and meet and greets which generated tremendous fan buzz and generated over 1,700 1:1 interac0ons with shoppers VIP PARTY HOSTED AT OK CORRAL DALLAS • Fight fans enjoyed meet and greets with the Famous Tecate girls as well as Autograph sessions with Pro Boxers at OK Corral Dallas. Tecate was branded thruout the club and enjoyed much recognition from all the patrons.

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM

Weigh-In Setup

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM

Weigh-In

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

WEIGH-IN AT&T Stadium- Field East End Zone

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM

Weigh-In

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM-CROWN ROYAL

VIP Pre-party Setup

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM-CROWN ROYAL

VIP Pre-party Setup

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM-CROWN ROYAL

Tecate VIP Pre-party

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM-RING

Ring Setup

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

TECATE PRESENTA

Club Medusas

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

TECATE PRESENTA

OK Corral

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

LA MICHOACANA MEAT MARKET

Setup & Activation On Premise

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

EL RIO GRANDE LATIN MARKET

Setup & Activation On Premise

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

Retail FEEDBACK & CUSTOMER ENGAGEMENT

Our Brand Ambassadors went out to Humperdinks and The Bottom Bar and Grill. Engaged with customers educating them about Tecate Light. The customers who had never tried Tecate Light were really excited and said it is definitely a beer they would buy.

“The Guest loved the beer and The girls we would love to do this again” were the comments from the staff of Both of our on premise accounts”

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

BUFALO WILD WINGS

Customer Samplings

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

THE BOTTOM BAR AND GRILL

Customer Samplings

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

HUMPERDINKS

Customer Samplings

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

TECATE PRESENTA

Ojos Locos

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T STADIUM

Championship Fight

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

AT&T Stadium

FIGHT RESULTS • Dracko was involved with all the retail activations in the Texas market that represented a +34% growth as the host market for the 4-week activation period (source, Impulso) • Dracko was responsible for negotiating and acquiring all the retail displays in the Texas market • Our “street team” was involved in merchandising and product procurement leading up to fight week.

• Our brand ambassadors were part of the media workouts, the press conference, fan fest, the VIP party at OK Corral, the Tecate Pre Party Experience, the meet and greets at retail locations as well as the numerous on and off premise accounts which Tecate was represented with sampling events.

• Our support staff and supervisors were responsible for the day to day set up of the Kick Off Press Conference at AT&T Stadium, Media Work Out Areas at the Gaylord Texan, the Gaylord Texan hotel On-Premise set up, the Fan Fest area at AT&T, the Pre-Fight Press Conference, the boxers Weigh-In at AT&T Stadium, the retail Meet and Greet, the VIP Party at OK Corral Dallas, the Tecate VIP Party Experience, and all the On-Premise and Off-Premise sampling events for leading up and on fight night.

• Dracko also provided logistics, transportation and warehousing services before, during and after the fight.

• Set up and tear down was also included in the services provided by Dracko THE FIGHT EXPERIENCE WAS A HUGE SUCCESS NOT ONLY FOR TECATE, ITS CONSUMERS, FIGHT FANS, AT&T STADIUN AND THE DALLAS COWBOYS AND CANELO ALVAREZ, BUT ALSO FOR DRACKO MERCHANDISING AND ALL ITS EVENT STAFF. WE ARE PROUD OF BEING PART OF SUCH A HISTORIC EVENT AND LOOK FORWARD TO CONTINUED PARTNERSHIPS IN THE NEAR FUTUE.

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com

Thank you!

Gracias!

2727 Lyndon B Johnson Fwy #825 | Dallas, TX 75234 | 214-550-0231 | www.drackomerchandising.com