Corona Reaches Sponsorship Deal to Become Official Cerveza of Major League Baseball

Published: March 31, 2022
Updated: April 2, 2022
Corona Reaches Sponsorship Deal to Become Official Cerveza

Corona and Major League Baseball have agreed to a new sponsorship deal ahead of the 2022 season. The league along with the widespread Corona have reached a new multi-year sponsorship agreement as the 2022 Major League Baseball season approaches.

Corona is highly expected to become the “Official Cerveza of Major League Baseball” as part of the agreement, which also includes a unique activation content platform on MLB.com and MLB Network.

Constellation Brands does not disclose the terms of partnership agreements, so the length of the partnership and financial terms were not disclosed. MLB has split its beer sponsorship category for the first time. Budweiser is Major League Baseball’s Official Beer.

Corona Reaches Sponsorship Deal

In addition to the regular season, fans of the legal drinking age will be able to access Corona at the league’s marquee events, such as the 2022 All-Star Game and World Series.

According to a top executive for the brand, the deal is significant for Corona in several ways. “It’s significant for a couple of reasons,” said Rene Ramos, vice president of field marketing for Constellation Brands, which includes Corona. 

“First, it’s a recognition of how Hispanic culture continues to influence the United States through the existing and growing multicultural MLB fan base, as well as the game’s rising stars.” Indeed, over 20 million Americans identify as Hispanic or MLB fans.”

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“Second, it is Corona’s first major sports league partnership in the company’s history.” Being named Major League Baseball’s official Cerveza reinforces Corona’s iconic status and our commitment to leading the cultural conversation with consumers in the category. MLB will be another vehicle for us to reach out to consumers.”

Major League Baseball echoed this sentiment. “We can’t really wait to kick off the 2022 season with Corona as a new Major League Baseball partner,” said Noah Garden, MLB’s chief revenue officer. “This iconic import beer brand brings an exceptional reputation and experience in reaching diverse audiences, which is critical to our league as we continue to grow and serve baseball’s fan base.”

Ramos emphasized the beer’s association with warmer days when explaining why Corona works with MLB.

“It’s all about the consumer,” Ramos once explained. “Consumers repeatedly tell us that Corona is the ideal summertime beer.” When you combine a picture-perfect summer day with a hot dog and a beer at the ballpark, there is no better pairing than MLB and Corona to live La Vida Mas Fina.”

One of the first major promotions that were out of the partnership will give fans the chance to win tickets to Opening Day around the league on March 31 by following the US Corona Twitter account (@coronaextrausa) and replying to a specific post on that day with the hashtag #CoronaMLBtix.

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