Corona Extra has signed a deal to become the new global premiere partner of the men’s tennis tour. Corona replaces Mercedes-Benz after its deal expired at the end of 2008.
The 5 ½ year deal begins later this year making Corona Extra the official beer sponsor of the ATP World Tour. The agreement gives the No. 1 Mexican beer brand a significant marketing presence at ATP events across the globe, including net branding and other marketing rights. Terms of the deal were not disclosed.
As part of the agreement, Corona Extra’s logo will appear on tennis nets in about a third of the tour’s events this year and about two-thirds of the events next year, the New York Times reported.
“At Grupo Modelo we are committed to promoting sports not only in Mexico but all over the world, and we are very proud to be venturing into world tennis through our Corona Extra brand and the prestigious ATP
World Tour,” said José Parés, chief sales and marketing officer for Grupo Modelo, the maker of Corona Extra. “We have admired the success of the sport in recent years and view the ATP World Tour as a terrific platform for us globally.”
Corona Extra has been a sponsor of ATP tournaments in Acapulco, Mexico for 16 years and Toronto, Canada for four years.
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