Corona Cero Becomes the Official Global Beer Sponsor of the World Surf League (WSL) in a Landmark Partnership™

Rhea-AI Summary

Corona Cero has announced a landmark four-year partnership with the World Surf League (WSL), becoming its first-ever global no-alcohol beer sponsor. The partnership builds upon an existing eight-year relationship with Corona and follows Corona Cero's triple-digit volume growth in 2024.

The collaboration kicks off with the MEO Rip Curl Pro in Portugal and will feature throughout most of WSL's premier events. The partnership includes broadcast innovations, digital content, and immersive activations. Corona Cero will implement its Relaxation Clause in all WSL athlete contracts, ensuring partnered athletes like Gabriel Medina and Tatiana Weston Webb have dedicated time to unwind.

Positive

• Triple-digit volume growth in 2024 for Corona Cero
• Secured first-ever global no-alcohol beer sponsorship with WSL
• Four-year partnership agreement demonstrates long-term commitment
• Integration into premier WSL events expands brand visibility

Negative

• None.

Insights

Beverage Industry Analyst

This partnership between Corona Cero and the World Surf League represents AB InBev's strategic commitment to the rapidly growing non-alcoholic beer segment. The announcement highlights triple-digit volume growth for Corona Cero in 2024, signaling strong consumer acceptance in this high-margin category.

The four-year WSL sponsorship extends AB InBev's existing eight-year partnership with the surfing organization, providing consistent brand positioning while specifically promoting their no-alcohol variant. This aligns with global beverage trends showing accelerated consumer shift toward alcohol alternatives, particularly among younger demographics.

While financial terms remain undisclosed, this partnership demonstrates AB InBev's dual strategy of maintaining prominent brand visibility through sports sponsorships while addressing changing consumption preferences. The non-alcoholic beer segment delivers higher profit margins compared to traditional beer due to lower excise taxation while commanding premium pricing.

For investors, this represents incremental rather than transformative progress in AB InBev's portfolio diversification strategy. The company continues leveraging established brand equity (Corona) while expanding into adjacent growth categories. The partnership's modest scale relative to AB InBev's $122B market capitalization suggests minimal direct financial impact, though it reinforces the company's commitment to building its 'beyond beer' portfolio.

First-ever global no-alcohol beer partnership in WSL history will enhance moments of relaxation and celebration for athletes and fans

LISBON, Portugal--(BUSINESS WIRE)-- Today, Corona Cero, the award-winning no-alcohol beer brand, proudly announces a new four-year partnership with the World Surf League (WSL). This marks the league's first-ever global partnership with a no-alcohol beer brand, building on its eight-year partnership with Corona. Together, Corona Cero and WSL will bring more choice for athletes and fans while embracing the laid-back spirit that defines both surfing and the Corona brand ethos.

Corona Cero x WSL Official Global Beer Sponsor (Photo: Business Wire)

Following Corona Cero’s triple-digit volume growth in 2024, the WSL partnership reinforces the brand’s commitment to moderation, relaxation, and celebration.

“Surfing is more than just a sport—it’s a lifestyle that embraces balance, nature, and the importance of unwinding,” said Clarissa Pantoja, Global VP of Corona. “This partnership between the WSL and Corona Cero is a unique opportunity that provides more choices for athletes and fans at events, while also allowing the brand to enhance moments of relaxation and enjoyment for everyone involved.”

Kicking off with the MEO Rip Curl Pro in Portugal, presented by Corona Cero, surfers and fans of legal drinking age will have the chance to enjoy Corona Cero during the surfing action.

During the WSL Championship Tour (CT), Corona Cero will be integrated throughout most of WSL’s premier events, delivering broadcast innovations, digital content, and immersive activations designed to bring fans closer to the action. The brand will also implement its Relaxation Clause in all WSL athlete contracts, a commitment Corona launched in 2024 that ensures all its partnered athletes – including WSL surfers Gabriel Medina and Tatiana Weston Webb – have dedicated time to relax and unwind as part of their contracts.

“We’re thrilled to expand our long-standing global relationship with the Corona brand and to welcome Corona Cero to the WSL. We celebrate the addition of Corona Cero to the Tour, and their ongoing support of professional surfing,” said Ryan Crosby, WSL CEO. “Together we share a passion for the beach, adventure, and sustainability. This relationship touches all aspects of the sport and our shared athletes. We look forward to continuing this global partnership for years to come.”

Stay tuned for more updates on how Corona Cero will bring this global partnership to life throughout the 2025 WSL season. More information can be found by following @Corona and @WSL on all social platforms.

About Corona Global

Corona, an AB InBev global brand*, is the iconic beer brand that is synonymous with paradise with a presence in 180 countries. Recognized as the world’s most valuable beer brand in Kantar’s BrandZ global 2024 rankings, Corona invites the world outside, beckoning you to reconnect with your essential nature and embrace the simple pleasures of life. But it's not just about the beer – it's about the ritual. The ritual of adding a slice of lime to your Corona, an experience that elevates the moment. Corona isn't just a beverage; it's nature in a bottle. And we strive to help protect nature and have become the first global beverage brand with a net-zero plastic footprint. This builds on our longstanding ambition to help protect the world’s oceans and beaches from plastic pollution. Every sip of Corona is a celebration of nature and the beauty of the world around us.

*Corona is not sold by AB InBev in the United States.

About AB InBev

Anheuser-Busch InBev (AB InBev) is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on the Mexico (MEXBOL: ANB) and South Africa (JSE: ANH) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). As a company, we dream big to create a future with more cheers. We are always looking to serve up new ways to meet life’s moments, move our industry forward and make a meaningful impact in the world. We are committed to building great brands that stand the test of time and to brewing the best beers using the finest ingredients. Our diverse portfolio of well over 500 beer brands includes global brands Budweiser^®, Corona^®, Stella Artois^® and Michelob Ultra^®; multi-country brands Beck’s^®, Hoegaarden^® and Leffe^®; and local champions such as Aguila^®, Antarctica^®, Bud Light^®, Brahma^®, Cass^®, Castle^®, Castle Lite^®, Cristal^®, Harbin^®, Jupiler^®, Modelo Especial^®, Quilmes^®, Victoria^®, Sedrin^®, and Skol^®. Our brewing heritage dates back more than 600 years, spanning continents and generations. From our European roots at the Den Hoorn brewery in Leuven, Belgium. To the pioneering spirit of the Anheuser & Co brewery in St. Louis, US. To the creation of the Castle Brewery in South Africa during the Johannesburg gold rush. To Bohemia, the first brewery in Brazil. Geographically diversified with a balanced exposure to developed and developing markets, we leverage the collective strengths of approximately 144 000 colleagues based in nearly 50 countries worldwide. For 2024, AB InBev’s reported revenue was 59.8 billion USD (excluding JVs and associates).

ABOUT THE WSL

The World Surf League (WSL) is the global home of competitive surfing, crowning World Champions since 1976 and showcasing the world’s best surfing. The WSL oversees surfing’s global competitive landscape and sets the standard for elite performance in the most dynamic playing field in all of sports. With a firm commitment to its values, the WSL prioritizes the protection of the ocean, equality, and the sport’s rich heritage, while championing progression and innovation.

For more information, please visit WorldSurfLeague.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250311996463/en/

AB InBev Media Relations

E-mail: media.relations@ab-inbev.com

WSL

E-mail: press@worldsurfleague.com

Source: Corona

FAQ

What is the duration and significance of Corona Cero's WSL sponsorship deal?

Corona Cero signed a four-year partnership with WSL, marking the first-ever global no-alcohol beer sponsorship in the league's history.

How will Corona Cero's partnership with WSL be implemented at events?

The partnership includes broadcast innovations, digital content, immersive activations, and Corona Cero product availability at WSL events for legal drinking age attendees.

What is Corona Cero's Relaxation Clause for WSL athletes?

The Relaxation Clause, launched in 2024, ensures all partnered WSL athletes have contractually guaranteed time for relaxation and unwinding.

Which professional surfers are currently partnered with Corona Cero through WSL?

Gabriel Medina and Tatiana Weston Webb are among the WSL athletes partnered with Corona Cero.