• Loading stock data...
Sunday, June 16, 2024

Corona Premier Sets Sights on Golf With U.S. Open Sponsorship

Photo Courtesy: Corona

Photo courtesy: Corona

A fresh product has Corona thinking about new promotions strategies. Their conclusion? It’s time to hit the links.

Following the 2018 nationwide launch of Corona’s new light beer, Premier, the beer company decided to prioritize an association with the golf lifestyle, highlighted by signing on as a sponsor of the American Century Championship.

This year, Corona Premier has upped its game even further. The beer is now a sponsor of the U.S. Open in June at Pebble Beach Golf Links and has partnered with golf apparel brand TravisMathew to further extend its reach into the golf world. According to Ann Legan, Corona Brands vice president of marketing, the strategy coincides with a larger push to emphasize ties with a sport that she calls “a key passion point for our core consumer.”

READ MORE: Crawford Bock Brings Beer and Baseball Together for Astros

“Golf has become one of those priority platforms that we will continue to pursue,” Legan said. “Many of Premier’s drinkers are active golfers and fans of the game already, so we are excited to develop an entire program that will engage this consumer on a more regular basis.”

The centerpiece is the U.S. Open partnership, something Legan believes “affords us relevancy on golf’s biggest stage.” It will include a comprehensive marketing campaign built around experiential and hospitality areas at Pebble Beach, highlighted by becoming the presenting sponsor of the Trophy Club, an indoor-outdoor hospitality area with TVs, food and beverages between the second and third fairways. The deal also calls for brand signage and placements in retail outlets across the country and on digital platforms.

“Corona is a leading brand synonymous with outdoor activities enjoyed with friends, especially among sports fans,” said John Bodenhamer, senior managing director of United States Golf Association Championships. “We are excited to  work with them to provide U.S. Open fans with one of the most enjoyable experiences in sports.”

[mc4wp_form id=”8260″]

Already, Legan expects the multi-year partnership between United States Golf Association and Corona Premier to lead “more robust activations and engagements” in the future, including next year’s tournament at Winged Foot Golf Club.

Off the course, the TravisMathew partnership is meant to help connect the Premier brand to golfers through a branded retail line including polos and hats.

And while the new golf engagements will take plenty of attention, the Corona Premier brand has prior golf ties via the American Century Championship, a celebrity golf tournament in Tahoe. Last year, Corona Premier launched its golf efforts as a sponsor of the event and continues the relationship with this year’s event in July.

READ MORE: GolfPass Could Set Standard in 21st-Century Sports Media

“This platform provides a completely different setting for Corona Premier, one that is high-energy and caters to the amateur and celebrity golfer,” Legan said. “At this event, we are able to showcase our brand’s easygoing lifestyle in a high-energy setting.”

Legan said Corona saw success with associating the new light beer brand in its first golf partnership last year, so to further penetrate the industry seemed like a no-brainer. If this year’s two new extensions go well, it could open the door for additional forays into the sport in the coming years.

“Our current partnerships provide a steady presence into the golf world for Premier,” Legan said. “As we continue to grow this platform, we will be keeping an out eye out on new opportunities and evaluate them to determine if it makes sense for the brand to engage.”

Copy Link
Link Copied
Link Copied

What to Read

Golf’s ‘Anchor Sites’ Have the U.S. Open on a Lifetime Plan

Pinehurst No. 2 will host four more U.S. Opens through 2047.
Jan 13, 2021; Washington, DC, USA; The U.S. Capitol Building is seen on Jan. 13, 2021, one week after it was stormed by a pro-Trump mob while a joint session of Congress was certifying the 2020 election victory of President Elect Joe Biden.

House Committee Sends Bill Banning College Athlete Employment to House Floor

The bill has gone further than any other athlete compensation legislation.

Wimbledon’s Record $64M Prize Pool Spurs Tennis-Wide Pay Increase

The oldest of the tennis Grand Slams raises its prize fund to a record $64 million.
podcast thumbnail mobile
Front Office Sports Today

How the US Open is Designed for Drama


Featured Today

Jan 3, 2022; Pittsburgh, Pennsylvania, USA; General view of the NFL shield logo signage before the Pittsburgh Steelers host the Cleveland Browns at Heinz Field.

Odds Stacked Against NFL in Multibillion-Dollar Sunday Ticket Trial

Why the class action trial does not look promising for the league.
Jan 7, 2024; San Francisco, California, USA; Toronto Raptors forward Jontay Porter (11) takes a three-point shot against the Golden State Warriors during the second half at Chase Center.
June 9, 2024

‘Bound to Happen’: The Age of the Sports Betting Scandal Has Arrived

A banishment, betting scheme, and guilty plea all in one scandal-filled span.
June 8, 2024

‘Experimental in Nature’: The Rapid, Confounding Rise of Streaming Bundles

Here’s why confusion continues to outweigh solutions in the streaming package boom.
June 2, 2024

The Nostalgia Market: Michael Jordan’s Memorabilia Remains Coveted, With Caveats

Due to scarcity, and sometimes, items’ undisclosed whereabouts, this world has limitations.

Everything You Need to Know About the Schism Rocking Competitive Eating

The business story about hot dogs that you never knew you needed.
May 21, 2024

Lawsuit: Florida Football Coaches Made False NIL Promises

The quarterback says UF backed out of a $13.85 million NIL agreement.
June 12, 2024

Fanatics Dives Into Ultra-Niche With G League Trading Cards

The company will take over the NBA license in 2025.

How HOKA is Reimagining the NIL Relationship

HOKA, the renowned athletic footwear and apparel brand, is betting on a new reality with NIL.
May 8, 2024

Candace Parker Joins Shaq, Iverson in Court-to-Sneaker Boardroom Pipeline

Parker was named president of Adidas women’s basketball Wednesday.
April 16, 2024

The WNBA Has Huge Ambitions as Caitlin Clark Finally Comes Aboard

Commissioner Cathy Engelbert is aware of the moment in front of the league.
March 11, 2024

WWE Borrows From UFC, Puts On-Mat Advertising in the Ring

The wrestling outfit is learning from its MMA counterpart’s playbook under the TKO Group.
Drew Brees smiling while wearing hat
December 2, 2022

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.