The flick is up… and it’s good.

Paper football has a long and proud history (supposedly dating to churches in Madison, Wisconsin, in the early 1970s). Now, Corona is offering its own version of the pastime, with lime wedges instead of triangular bits of paper.

Corona, in partnership with spokesman Eli Manning, has developed a new tailgate game called Lime Wedge Football. Played on a table runner resembling a football field on a beach, the object is to finger-flick a foam lime wedge with laces on its rind between two bottles of Corona (points ascend depending on the distance). Limited-edition sets, signed by Manning, will be available for purchase ($10 plus shipping) beginning today at CoronaUSA.com.

Even if they don’t order the game, fans are encouraged to play their own makeshift games of Lime Wedge Football at home—and tag @CoronaUSA for a chance to be featured on the beer brand’s social channels.

“Fans of the Fine Life can always find something to cheer for within every moment, even before the game begins. Take it from football great Eli Manning, who knows a thing or two about making a play both on and off the field,” said Rob Nelson, VP of brand marketing at Corona. “Corona Lime Wedge Football is a great way to enhance your tailgate and embrace La Vida Más Fina as soon as game day starts.”

“As an athlete, I’ve experienced the thrill of competition both on and off the field,” said Manning, whose noodling on a Corona commercial set inspired the creation of the game. “I’m excited to partner with Corona and bring Lime Wedge Football to tailgates everywhere so fans can enjoy the Fine Life together.”

Manning also stars in new ads reinforcing the brand’s lighthearted perspective on sports.

The Lime Wedge Football project is a swan song on Corona USA from MullenLowe. Corona parent Constellation Brands recently appointed GSD&M as its lead creative agency after a review. MullenLowe had held the business since 2019.

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