Corona ties up with World Surf League
The deal makes the popular Mexican beer, with sales in more than 120 countries, the official beer of the WSL globally, with the exception of the US market.
“Corona has been popular with surfers since the early 1980s, when surfers first discovered the point breaks of Baja and regularly enjoyed a crisp, refreshing Corona after catching the waves. We see The World Surf League as a great ambassador for our brand and the Corona lifestyle,” said global VP Corona Marcel Marcondes.
Corona will partner with WSL Championship Tour surfers Coco Ho, Alejo Muniz, Matt Wilkinson and Julian Wilson.
Key markets for brand activations in 2016 will include Australia, Brazil, South Africa and France.
“Corona’s aspirational lifestyle is a perfect complement to the WSL, and we are extremely proud to have them join our group of world class partners,” said Mark Noonan, global chief commercial officer of the World Surf League.
He added, “2015 was the single biggest year in surfing history across every major metric we measure, and we are thrilled that Corona – one of the Top 10 most valuable beer brands in the world according to BrandZ 2015 – has chosen to partner with us.”
Corona and the WSL and are set to work together on consumer and customer activations in all key markets aligning the beer’s authentic and unpretentious lifestyle with the League’s mission of putting the world’s best surfers on the world’s best waves.
Corona is set to engage surf fans through original content, on-site activations such as the Corona Sunsets festivals, and corporate social responsibility initiatives worldwide.