US: Corona to sponsor Chesney tour

By just-drinks.com editorial team | 9 November 2007

Mexican beer brand Corona Extra has entered a long-term exclusive sponsorship deal with country music star Kenny Chesney, the brand's US importer has announced.

Under the deal, Corona will be the official beer sponsor of Chesney's upcoming 2008 concert tour.

"We are thrilled to be partnering with Kenny Chesney for his 2008 tour," said Timm Amundson, vice president of marketing at Corona Extra & Corona Light for Crown Imports. "Kenny's persona and Corona's brand image share many of the same attributes-laid back attitude, fun-in-the-sun beach state of mind."

Amundson said the sponsorship deal offered "strong benefits" for the Corona brand. "This is a terrific partnership for Corona Extra and Corona Light that places us at the forefront of high profile sponsorship activity and exposure," he said. "Kenny's blend of country, rock, bluegrass and Caribbean sounds are a natural fit for the Corona brand and we look forward to working with him to fully leverage this programme."

Crown Imports is a 50/50 joint venture between Corona producer Grupo Modelo and Constellation Brands. It imports, distributes and markets the Modelo portfolio, as well as other beer brands, across the US.

Sectors: Beer & cider

Companies: Modelo, Constellation