MLB taps Corona to join Bud In Beer category
By Barry Janoff
March 29, 2022: Now that its CBA troubles are in the rearview mirror and Opening Day on April 7 is approaching, MLB is signing marketing deals faster than Trea Turner is getting to first base to beat a fielder hit.
A day after naming Capital One its official bank and credit card company, MLB signed a multi-year pact naming Corona its “official cerveza” as a non-exclusive category partner.
Financial details of 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 choice to sponsor the game of beisbol, a sport adored by the Hispanic community. In fact, nearly 30% of all MLB players are of Hispanic descent, and more than 20 million Americans identify as Hispanic and MLB fans.
“As an official cerveza of Major League Baseball, we are excited to bring the energy, vibrancy and flavor of the Corona brand to the American national pastime,” said Ryan Anderson, brand marketing manager, Corona, via Brewer .
“We are proud to celebrate our shared heritage, star MLB players and fans of the sport by bringing the good life to ballparks across the country this season and for seasons to come.”
Corona said it plans to connect with people aged 21 and over during the season through activation such as in-stadium branding opportunities, bespoke paid media and presence at flagship events. MLB, including the 2022 All-Star Game presented by MasterCard and the World Series.
The multi-year sponsorship with Corona also includes a personalized content platform on MLB.com and MLB Network that “aims to bring fans closer to the sport and enable the next generation of star players to showcase their refreshing perspectives on and outside the world.” ground”.
To kick off the alliance, Corona is giving people the chance to win opening day tickets. On March 31 only, people aged 21 or over can enter for a chance to win by following @coronaextrausa on Twitter, replying to the Corona MLB Opening Day Ticket Giveaway message, tagging a friend 21 or older, and including #CoronaMLBtix.
All marketing will be accompanied by a ‘drink responsibly’ message.
“This iconic imported beer brand brings an exceptional reputation and experience to reach diverse audiences, which is vital to our league as we continue to grow and serve baseball’s fanbase,” said Noah Garden, manager. of MLB revenue, via the league.
The newly renewed agreement with Anheuser-Busch allows the company to expand its sponsorship rights, including becoming a non-exclusive sponsor in the ready-to-drink beverage category, which will allow Anheuser-Busch to promote Cutwater Spirits.
Budweiser – with an MLB alliance that dates back to 1980 – will also be integrated into the league’s flagship events such as the All-Star Game and the World Series.
“In 42 years of working with Budweiser, our partnership has evolved and together we’ve worked together to reach millions of fans at our baseball diamonds and across multiple media platforms,” Garden said.
“We are excited to continue to grow together and evolve our decades-long partnership.”
MLB brings Capital One to the bank as an official partner
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