Corona Reaches Sponsorship Deal To Become ‘Official Cerveza Of Major League Baseball’

With the 2022 Major League Baseball season about to get underway, the league and Corona have reached a new multi-year sponsorship agreement.

The deal will make Corona the “Official Cerveza of Major League Baseball” and include a unique activation content platform on MLB.com and MLB Network.

The length of the partnership and financial terms were not revealed as Constellation Brands does not disclose the terms of partnership agreements.

It is the first time that MLB has split its beer sponsorship category. Budweiser is the Official Beer of Major League Baseball.

Along with the television and MLB.com activation, Corona will see the heart of the partnership show up at ballparks around the league. In addition to the regular season, the deal will see fans of age be able to access Corona at the league’s signature jewel events, such as the 2022 All-Star Game and the World Series.

The deal is significant for Corona in several ways, according to a top executive for the brand.

It’s significant for a few reasons,” said Rene Ramos, vice president of field marketing for Constellation Brands, which includes Corona. “First, it’s a recognition of how Hispanic culture continues to influence the U.S. through the existing and growing multicultural MLB fanbase along with the rising stars of the game. In fact, over 20 million Americans identify themselves as Hispanic and MLB fans.”

“Secondly, it is Corona’s first major sports league partnership in its history. Becoming the official cerveza Major League Baseball reinforces Corona’s iconic status and our drive to lead the cultural conversation with consumers in the category. MLB will become another vehicle for us to do that with consumers.”

That was echoed by Major League Baseball.

“We can’t wait to start the 2022 season with Corona as a new partner of Major League Baseball,” said Noah Garden, MLB chief revenue officer. “This iconic import beer brand brings an outstanding reputation and experience in reaching diverse audiences that is vital to our league as we continue to grow and serve baseball’s fan base.”

As to why Corona works with MLB, Ramos highlighted the association of the beer with warmer days.

“It’s all about the consumer,” Ramos said. “Consumers tell us time and time again that Corona is the perfect summertime beer. It represents everything people love about the season. Combine that picture-perfect summer day with a hot dog and a beer in the ballpark and you can’t come up with a better pairing than MLB and Corona to live La Vida Mas Fina.”

One of the first key promotions out of the partnership will center on a chance for fans to win tickets to Opening Day around the league on March 31 by following the US Corona Twitter account (@coronaextrausa) and replying to a specific post on that day with the hashtag #CoronaMLBtix.