US: Corona Extra teams up with Fox Soccer in US

By Joel Ceausu | 23 January 2008

The Fox Soccer Channel (FSC) is partnering with Mexican beer brand Corona Extra for a national promotion tied to coverage of Barclays Premier League and other live programming in the US.

The four-month multimedia promotion will invite fans to 63 'viewing parties' at selected taverns throughout the country, featuring Corona specials and co-branded giveaways including beer buckets and coasters.

"Corona consumers are passionate about soccer," said Crown vice president Kevin Kramnic yesterday (22 January). "We want to help them enjoy their favourite sport through a series of viewing parties in a variety of markets."

"Corona drinkers and soccer fans share a common bond," FSC added. "Both have a taste for the best and are fiercely loyal, to their team or their brand of choice."

Corona Extra is marketed in the US by Crown Imports, a joint venture between Grupo Modelo and Constellation Brands.

Sectors: Beer & cider

Companies: Grupo Modelo, Constellation