Start Getting Used To It

Posted by Brodie under: Uncategorized

22 Feb 2010

Corona has become the new premier sponsor of the ATP. It’s a move that I find endlessly entertaining for really no reason. The Sony-Ericsson deal, sure, everyone needs a phone. But tennis fans and beer? OK who am I kidding, us hardcore people need alcohol like we need oxygen sometimes. Still, I find it such a random move, especially after they used to have Mercedes. Beer just seems like such a downgrade.

Corona Extra and the ATP have signed a 5 1/2-year sponsorship agreement that makes the Mexican beer brand the top sponsor of the men’s tennis tour.

A person with knowledge of the deal told The Associated Press it has a total expected value of about US$70 million. The person spoke on condition of anonymity because the sides agreed not to reveal financial terms.

The deal was to be announced formally Monday and should take effect by May. It makes Corona Extra the official beer sponsor of the tour and allows the company to put its logo on nets at about two-thirds of the ATP’s 62 tournaments. The deal also involves other marketing rights.

He also expects Corona Extra to help promote the sport.

“They’re pretty savvy marketers, and we think they’re going to bring new creativity and energy to our tour and to tennis in general,” Helfant said in a telephone interview.

Ha. Have fun with that.

The Changeover Podcast:

Episode #56 – Indian Wells Wrap