In a groundbreaking move, Corona Cero has officially become the global beer sponsor of the World Surf League (WSL), marking the first-ever partnership of its kind with a no-alcohol beer brand. This four-year collaboration aims to enhance the experience for athletes and fans alike, promoting a lifestyle of relaxation and enjoyment in the surfing community.
Key Takeaways
- First-Ever No-Alcohol Beer Sponsorship: This partnership is a historic milestone for the WSL, as it is the first time a no-alcohol beer brand has taken on a global sponsorship role.
- Expansion of Existing Relationship: The deal builds on an eight-year relationship between the WSL and its alcoholic counterpart, Corona.
- Launch Event: The partnership kicks off with the MEO Rip Curl Pro in Portugal, where fans will have access to Corona Cero.
- Innovative Engagement: The collaboration will feature broadcast innovations, digital content, and immersive experiences at WSL events.
- Relaxation Clause: All WSL athletes will benefit from a Relaxation Clause in their contracts, ensuring they have dedicated time to unwind.
A New Era for WSL
The partnership between Corona Cero and the WSL is set to redefine the way fans and athletes engage with the sport. Clarissa Pantoja, Global VP of Corona, emphasized that surfing is not just a sport but a lifestyle that values balance and relaxation. This collaboration aims to provide more choices for fans and athletes, enhancing their experience at events.
Event Integration
Starting with the MEO Rip Curl Pro in Portugal, Corona Cero will be available for fans of legal drinking age. The brand will be integrated into most of the WSL Championship Tour events, ensuring visibility and engagement through:
- Broadcast Innovations: Enhanced viewing experiences for fans at home.
- Digital Content: Engaging online content that connects fans with the action.
- Immersive Activations: On-site experiences that allow fans to interact with the brand.
Commitment to Well-Being
A unique aspect of this partnership is the implementation of the Relaxation Clause in athlete contracts. This initiative, which began in 2024, guarantees that partnered athletes, including notable surfers like Gabriel Medina and Tatiana Weston Webb, have time allocated for relaxation. This commitment reflects the brand’s ethos of promoting a balanced lifestyle.
Looking Ahead
As the 2025 WSL season unfolds, fans can expect to see how Corona Cero will bring this partnership to life. The collaboration not only highlights the growing acceptance of non-alcoholic beverages but also aligns with broader trends in consumer preferences towards healthier lifestyle choices.
This partnership is a significant step for both Corona Cero and the WSL, as they work together to celebrate the spirit of surfing while promoting moderation and enjoyment in a vibrant community.
Sources
- Corona Cero Becomes the Official Global Beer Sponsor of the World Surf League (WSL) in a Landmark Partnership™, Business Wire.
- Corona Cero Secures Landmark Global WSL Sponsorship After Record Growth, Stock Titan.
- Anheuser-Busch InBev lines up World Surf League partnership for Corona Cero, Global Drinks Intel.
- Corona Cero Becomes the Official Global Beer Sponsor of the World Surf League (WSL) in a Landmark Partnership™ – Business Wire, ANSA.
- Corona Cero Becomes the Official Global Beer Sponsor of the World Surf League (WSL) in a Landmark Partnership™ | Region, Eagle-Tribune.
