Tecate is a lager brand being brewed by the Mexican Heineken subsidiary Cuauhtémoc Moctezuma. It has become one of the fastest-growing light beer in the USA, and so they decided to launch an ad on national television. The campaign is called "Born Bold' and features their black eagle as well as two famous Hispanic athletes: Mexican boxing superstar Canelo Alvarez and soccer referee Felipe Ramos Rizo.