LONDON - Tuesday, 12. November 2024 AETOSWire
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
(BUSINESS WIRE)--Corona,
the world’s most valuable beer brand, has introduced the ‘Relaxation
Clause’, a new global initiative for all sponsorship agreements that
ensures athletes dedicate time to relax and unwind as part of their
contract with Corona Cero.
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 the United States.
About 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 155,000 colleagues based in nearly 50 countries worldwide.
For 2023, AB InBev’s reported revenue was 59.4 billion USD (excluding
JVs and associates).
View source version on businesswire.com: https://www.businesswire.com/news/home/20241111370643/en/
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Contacts
AB InBev Media Relations
E-mail: media.relations@ab-inbev.com
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