Constellation Brands is prepping for its “most comprehensive” arena sponsorship, which will link Corona Extra, Modelo Especial and Ballast Point to Barclays Center.
Three branded bars will open at the center, including the Corona Extra Beach House Bar, Casa Modelo and Ballast Point Bar. The deal includes sponsorship of the Brooklyn Nets and Modelo Especial is the exclusive import beer sponsor of the team. Corona Extra is the exclusive import beer sponsor of Barclays Center, while Ballast Point is the official craft beer sponsor.
Founding partners at Barclays include American Express, Calvin Klein, GEICO, Honda, JetBlue, Stoli, Ticketmaster and Emblem Health. Other sponsors include Coca-Cola, Starbucks, Adidas, Red Bull and Xerox.
Corona Extra will bring the beach to Barclays Center with the Corona Extra Beach House Bar, which will be located on the main concourse. The soon-to-open branded bar will have a beach-like aesthetic, with island imagery and décor. Casa Modelo, a Modelo Especial branded bar, will be open soon on the upper concourse. The bar will feature a fusion of Brooklyn and Mexican imagery and décor. A Ballast Point branded bar will be located on Barclays Center’s main concourse.
Corona Extra and Modelo Especial will receive marketing exposure during a wide variety of programming events at Barclays Center, including digital platforms and in-arena signage.
Highlights of the sponsorship include marketing exclusivity in the imported beer category for Corona Extra and Modelo Especial, along with:
Corona Extra will get brand exposure during Barclays Center Brooklyn Show and Brooklyn Boxing events. The brand will also host consumer VIP ticket experiences for select Barclays Center events. Modelo Especial will be featured during in-arena game-night activations and will host consumer VIP courtside experiences for select games. The brand also may use the Nets’ marks at point-of-sale.