Corona joins Budweiser as co-exclusive MLB beer sponsor

Let’s play two. Constellation Brands’ Corona beer today announced it would become an official sponsor of MLB for the first time, joining rival Budweiser as co-exclusive beer sponsors of America’s pastime. The co-exclusive beer sponsorship is a first for MLB, but allows for both brewers to also promote beer alternatives with the league—a key consideration to address the beer industry’s fastest-growing categories. Budweiser parent Anheuser-Busch InBev will be able to promote its Cutwater Spirits brand of ready-to-drink cocktails, for example, while Constellation can promote its line of Corona Seltzers. More from Ad Age April 5: Retail and e-commerce leaders explore latest marketing trends How in-store music can play a role in retail media networks What's next for media retail networks amid explosive growth Corona will be designated as the sport’s official imported beer—or as the brand described in a release, the “Official Cerveza of MLB”—as part of a multi-year partnership. Earlier this month, AB InBev shared details of its recent four-year extension of a partnership with MLB that dates to 1980, making it the game’s longest-serving official sponsor. Both brands were aware of the other’s involvement when they agreed to their deals, a person with knowledge of the agreements told Ad Age. The brands and MLB did not disclose financial terms of their respective deals. While Constellation owns Corona in the U.S., AB InBev owns it globally. For Corona, the MLB deal marks its first official sponsor designation in baseball. Constellation had previously had its wine brands recognized as official sponsors, a spokesperson said. Ad Age A-List 2022 Best agencies of the year, ranked Top production companies to know about Definitive rankings of advertisers and agencies In a press release, Corona executives said the brand’s Mexican heritage made for a good match with baseball’s desire to broaden its fan base and better connect with an estimated 20 million fans of Hispanic heritage. Nearly 30% of all current MLB players are of Hispanic descent. Buy your ticket for the Ad Age A-List & Creativity Awards Gala at AdAge.com/ACGala. “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,” Ryan Anderson, director, brand marketing, for Corona, said in a the press release. Both Budweiser and Corona said their deals allow for in-stadium signage and participation in events like the All-Star Game and the World Series. Budweiser is maintaining exclusive sponsorship of baseball’s postseason celebrations, including locker room branding. “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,” Noah Garden, MLB’s chief revenue officer, said in a release. “We’re thrilled to continue growing alongside one another and evolving our decades-long partnership.” AB InBev is expanding its sponsorship rights to match its evolving portfolio, becoming a non-exclusive sponsor in the fast-growing ready-to-drink category. Budweiser has separate agreements with 18 MLB clubs. The brand will be bringing back popular promotions like team-themed cans, and the “Hit the Buds” sweepstakes awarding free beer and game tickets when a home run hits Budweiser signage. RSVP for Ad Age In-Depth: TV Pivot on May 24 and 25 at AdAge.com/TVPivot “Sports play a critical role in creating meaningful connections between our consumers and our brands, and we’re proud to be there for those connections,” Matt Davis, head of sports marketing at Anheuser-Busch, said in a release. “I’m excited to continue our relationship with MLB and promote a portfolio of brands that can help create more memorable moments for fans this season.” On March 31, Corona said it plans to provide opening-day tickets through a one-day contest to be held for followers of its @coronaextrausa Twitter account that respond to a forthcoming ticket giveaway post and tag a friend. Constellation has deals with individual teams that designate it as the official imported beer, including one with the Chicago White Sox dating back to 2017 that highlights its Modelo brand. The White Sox this season have a new domestic beer sponsor—Molson Coors, which is replacing AB InBev, which failed to renew a deal with the team that began in 2018, according to a report today in Crain's Chicago Business. Molson Coors has signed or is finalizing marketing partnerships with 16 Major League Baseball teams for the 2022 season, according to Crain's. Baseball’s opening day is now scheduled for April 7—one week later than anticipated as a result of a 99-day lockout that ended with the ratification of a new labor contract between clubs and players. That event threatened to interfere with an advertising opportunity estimated to generate more than $1 billion a year for the sport. Earlier this week, MLB announced that Capital One had also joined as an official brand partner. Capital One’s deal designates it as the “Official Bank and Credit Card Partner,” of MLB, as well as the presenting sponsor of the World Series. The Capital One deal is reportedly worth $125 million a year. It replaces Bank of America as the game’s official banking and credit card partner. Get your ticket for the April 5 Ad Age Next: Retail event at AdAge.com/NextRetail.

Corona joins Budweiser as co-exclusive MLB beer sponsor

Featured Stories