Corona Bottles ATP Sponsorship
The ATP has tapped into a new sponsor.
Corona Extra has signed a five-and-a-half year pact to serve as a premier sponsor of the ATP.
Financial terms of the deal were not disclosed though the SportsBusiness Journal’s Daniel Kaplan reports the first year of the pact is in the “high seven-figure range, and the second year in the low eight figures.”
Corona Extra’s logo will be affixed to nets at about a third of the ATP events this season and at about two-thirds of ATP events in 2011.
It represents the first significant sponsorship deal for the ATP since Adam Helfant succeeded Etienne de Villiers as ATP Executive Chairman and President.
The ATP has been trying to recruit a new global sponsor since Mercedes-Benz, which had served as an ATP sponsor since 1996, did not renew its sponsorship pact that expired December 31, 2008.
“We think the deal is a reflection of the state of our game,” Helfant told The New York Times. Corona Extra is expected to invest in expanding advertising and marketing campaigns in new countries, according to Helfant. The ATP President said the the fact the beer is sold globally and appeals to both men and women made it an attractive sponsor.
Corona is co-owned by Grupo Modelo of Mexico, the controlling shareholder, and Anheuser-Busch. Since some tournaments already have been sponsorship in place, including the Sony Ericsson Open in Miami, which has a long-time sponsorship pact with Heineken, the ATP will buy out existing beer sponsorship deals at those tournaments.
It marks the first major sports sponsorship for Corona, which has marketed itself as a vacation brand beer in the United States, featuring commercials shot on a beach. Corona has sponsored music festivals in the past.
Corona’s sales are not as strong in Europe and Asia as they are in the United States, the SportsBusiness Journal reports, which may well have been another reason the beer manufacturer signed on with the ATP. Tennis is popular and growing in both Europe and Asia.
The brand was already making its presence felt in Delray Beach on Sunday night as a member of one player’s entourage was drinking a Corona Extra walking near the player lounge in Delray.
Topics: Anheuser Busch, Atp Events, Atp Tennis, Beer Manufacturer, Daniel Kaplan, Etienne De Villiers, Executive Chairman, Global Sponsor, Grupo Modelo, Helfant, Marketing Campaigns, Mercedes Benz, Music Festivals, New York Times, S Sales, Sony Ericsson Open, Sponsorship Deal, Sponsorship Deals, Sports Sponsorship, Sportsbusiness Journal
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