MLB Taps Into Deal With Corona As Official Cerveza, Joining Budweiser In The Category
Tuesday, March 29, 2022 at 08:41PM By Barry Janoff
March 29, 2022: Now that its CBA issues are in the rear view mirror and Opening Day April 7 is just ahead, MLB is signing marketing deals faster than Trea Turner runs to first base to beat out an infield hit.
One day after naming Capital One as its official bank and credit card company, MLB has signed a multi-year pact naming Corona its “official cerveza” as a non-exclusive category partner.
Financial details for the multi-year partnership — which will include Corona Extra, Corona Premier, Corona Hard Seltzer and Corona Refresca — were not disclosed.
Earlier this month, MLB and Anheuser-Busch renewed their alliance for the next four years with Budweiser as the league’s co-exclusive beer sponsor.
According to MLB and Corona, “As a brand that proudly celebrates its Mexican heritage, Corona is a natural fit to sponsor the game of béisbol, a sport beloved by the Hispanic community. In fact, nearly 30% of all MLB players are of Hispanic descent, and over 20 million Americans identify themselves as Hispanic and MLB fans.”
“As the official cerveza of Major League Baseball, we’re excited to bring the energy, vibrancy, and flavor of the Corona brand to America’s national pastime,” Ryan Anderson, director, brand marketing, Corona, said via the brewer.
“We’re proud to celebrate our shared heritage, MLB’s star players and the sport’s fans by bringing the fine life to ballparks across the country this season, and for seasons to come.”
Corona said it plans to connect with people 21 years and older during the season via such activation as in-stadium branding opportunities, bespoke paid media and presence at MLB jewel events inclduing the 2022 All-Star Game presented by MasterCard and the World Series.
The multi-year sponsorship with Corona also includes a custom content platform on MLB.com and MLB Network that “aims to bring fans closer to the sport and empower the next generation of star players to showcase their refreshing perspectives on and off the field.”
To launch the alliance, Corona is giving people an opportunity to win tickets for Opening Day. On March 31 only, people 21 or older can enter for a chance to win by following @coronaextrausa on Twitter, replying to the Corona MLB Opening Day Ticket Giveaway post, tagging a 21 or older friend and including #CoronaMLBtix.
All marketing will come with a “drink responsibly” message.
“This iconic import beer brand brings an outstanding reputation and experience in reaching diverse audiences that is vital to our league as we continue to grow and serve baseball’s fan base,” Noah Garden, MLB chief revenue officer, said via the league.
The just-renewed deal with Anheuser-Busch allows the company to expand its sponsorship rights, including becoming a non-exclusive sponsor in the ready-to-drink category, which will allow Anheuser-Busch to promote Cutwater Spirits.
Budweiser — with a MLB alliance that dates back to 1980 — will also be integrated into the league’s jewel events such as the All-Star Game and World Series.
“Over 42 years of working with Budweiser, our partnership has evolved and together we have collaborated to reach millions of fans in our ballparks and on numerous media platforms,” said Garden.
“We’re thrilled to continue growing alongside one another and evolving our decades-long partnership.”
MLB Takes Capital One To The Bank As Official Partner
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