In Mexico, Corona Beer and agency We Believers came up with an incredibly ambitious project for soccer fans: putting together a game between the country's two biggest soccer teams, Águilas del América and Chivas Guadalajara, based on classic moments from past matches.
The 90-minute match was put together after analyzing 50 games and over 75 hours of footage, according to We Believers co-founder Gustavo Lauria. A team of over 20 editors, led by Diego Panich and the director Jorge Malpica (who was a professional soccer player when younger), worked with soccer historians and former players from both teams to identify the best moments.
It helps that Mexico's biggest broadcaster Televisa, which owns all game footage from the last 65 years, was enthusiastic about the idea, Lauria says.
The game aired last Sunday, June 5, on Televisa as well on on Facebook and YouTube live. While the "result" was a tie, Corona Mexico Communications Director Alejandro Karlos Gershberg says it was still important to fans who missed "that ritual soccer brings to our daily life."
The Corona brand has a long history of soccer sponsorship, including sponsoring the Mexican national team and 10 teams in the Mexican league. However, Gershberg also believes the idea can be brought to other sports, "We are working towards this "platform" to make sure this new way of experiencing sports will always be consumer centric, making sure that people will be enjoying their favorite sports with their favorite beer," he says.