Corona Cero’s Relaxation Clause Brings a Fresh Perspective to Athlete Partnerships
Corona, the world's most valuable beer brand, has introduced the 'Relaxation Clause' in all sponsorship agreements, ensuring athletes dedicate time to relax and unwind as part of their contract with Corona Cero. The initiative follows Corona Cero's Olympic Games sponsorship and includes partnerships with notable athletes like Gabriel Medina, Evie Richards, and others. The clause will extend contracts by at least a week to incorporate relaxation time. Corona Cero, available in over 40 markets, aims to promote balance and connection with nature while leading the moderation category globally.
Corona, il marchio di birra più prezioso al mondo, ha introdotto la 'Clausola di Relax' in tutti gli accordi di sponsorizzazione, garantendo che gli atleti dedichino tempo al relax e al riposo come parte del loro contratto con Corona Cero. L'iniziativa segue la sponsorizzazione di Corona Cero ai Giochi Olimpici e include collaborazioni con atleti di spicco come Gabriel Medina, Evie Richards e altri. La clausola estenderà i contratti di almeno una settimana per incorporare il tempo di relax. Corona Cero, disponibile in oltre 40 mercati, punta a promuovere l'equilibrio e la connessione con la natura mentre guida la categoria della moderazione a livello globale.
Corona, la marca de cerveza más valiosa del mundo, ha introducido la 'Cláusula de Relax' en todos los acuerdos de patrocinio, asegurando que los atletas dediquen tiempo a relajarse y desconectar como parte de su contrato con Corona Cero. La iniciativa sigue al patrocinio de Corona Cero en los Juegos Olímpicos e incluye asociaciones con atletas destacados como Gabriel Medina, Evie Richards y otros. La cláusula extenderá los contratos por al menos una semana para incorporar tiempo de relajación. Corona Cero, disponible en más de 40 mercados, busca promover el equilibrio y la conexión con la naturaleza mientras lidera la categoría de moderación a nivel global.
세계에서 가장 가치 있는 맥주 브랜드인 코로나가 모든 후원 계약에 '휴식 조항'을 도입하여 운동선수들이 코로나 세로와의 계약의 일환으로 휴식과 안정을 취할 시간을 보장합니다. 이 이니셔티브는 코로나 세로의 올림픽 게임 후원에 이어 나오며, 가브리엘 메디나, 에비 리차드와 같은 저명한 운동선수들과의 파트너십을 포함하고 있습니다. 이 조항은 휴식 시간을 포함하기 위해 계약을 최소 일주일 연장합니다. 코로나 세로는 40개 이상의 시장에서 판매되고 있으며, 세계적으로 절제 카테고리를 선도하면서 균형과 자연과의 연결을 홍보하는 것을 목표로 하고 있습니다.
Corona, la marque de bière la plus précieuse au monde, a introduit la 'Clause de Détente' dans tous les accords de sponsoring, garantissant que les athlètes consacrent du temps à se détendre et à se ressourcer dans le cadre de leur contrat avec Corona Cero. Cette initiative fait suite au sponsoring des Jeux Olympiques par Corona Cero et inclut des partenariats avec des athlètes notables comme Gabriel Medina, Evie Richards et d'autres. La clause prolongera les contrats d'au moins une semaine pour intégrer du temps de détente. Corona Cero, disponible dans plus de 40 marchés, vise à promouvoir l'équilibre et la connexion avec la nature tout en dirigeant la catégorie de la modération à l'échelle mondiale.
Corona, die weltweit wertvollste Biermarke, hat die 'Entspannungsklausel' in alle Sponsoringverträge eingeführt, die sicherstellt, dass Athleten Zeit zum Entspannen und Ausruhen im Rahmen ihres Vertrags mit Corona Cero widmen. Die Initiative folgt auf das Sponsoring von Corona Cero bei den Olympischen Spielen und umfasst Partnerschaften mit namhaften Athleten wie Gabriel Medina, Evie Richards und anderen. Die Klausel wird die Verträge um mindestens eine Woche verlängern, um Entspannungszeit einzubeziehen. Corona Cero, das in über 40 Märkten erhältlich ist, zielt darauf ab, Gleichgewicht und Verbindung zur Natur zu fördern und dabei weltweit die Kategorie der Mäßigung zu leiten.
- Corona recognized as world's most valuable beer brand in Kantar's BrandZ 2024 rankings
- Corona Cero expanding presence to over 40 markets globally
- Strategic partnership with Olympic Games as first global beer brand
- Innovative contract approach potentially strengthening athlete partnerships
- None.
Relaxation is now a key deliverable in Corona’s relationship with athletes including Gabriel Medina, Evie Richards, Tatiana Weston Webb, Marco Grimalt, Tatjana Smith and Mariana Pajón
Brazilian surfer Gabriel Medina signs the Relaxation Clause (Photo: Business Wire)
The Relaxation Clause offers a new approach to partnerships that reflects the essence of Corona: encouraging people to experience more moments to unwind and connect with nature.
The unique initiative follows Corona Cero’s iconic sponsorship of the Olympic Games – the first-of-its kind for a global beer brand. The brand is incorporating this new term in all athlete agreements including Olympian Brazilian surfer Gabriel Medina, who created the viral photo while competing, as well as medalists British cyclist Evie Richards, Brazilian surfer Tatiana Weston Webb, Chilean volleyball player Marco Grimalt, South African swimmer Tatjana Smith and Colombian BMX cyclist Mariana Pajón.
Designed to promote balance, the Relaxation Clause offers athletes flexibility so that they can integrate periods of relaxation into their lifestyle. The new term is expected to increase contracts by at least a week to incorporate relaxation time. Moving forward, the Relaxation Clause will be a priority for the brand’s talent partnerships.
“As an athlete it’s crucial to listen to your body and understand when it’s time to take a break and recharge your batteries,” said Gabriel Medina. “Corona Cero understands this and is putting the athlete first with the Relaxation Clause.”
“Corona believes in the importance of relaxation and balance, with a long history of inspiring people to relax more often and enjoy nature,” said Clarissa Pantoja, Vice President of Corona Global. “We’re so proud to introduce the Relaxation Clause in our sponsorships as it requires our ambassadors live our beliefs. With these new terms Corona continues to inspire people to disconnect and reconnect with nature, including our athlete partners who will now have down time with friends and family when they need it most.”
Available in over 40 markets, Corona Cero is helping to lead and grow the category by elevating the role of moderation globally. The brand brings the refreshing Corona taste consumers know and love while enhancing its iconic lime ritual no matter the occasion, creating more moments for connection, cheers, and choice.
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
About Anheuser-Busch InBev
AB InBev is a publicly traded company (Euronext: ABI) based in Leuven,
View source version on businesswire.com: https://www.businesswire.com/news/home/20241111370643/en/
AB InBev Media Relations
E-mail: media.relations@ab-inbev.com
Source: Corona
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