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.
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“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.
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“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.
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