• by Tanya Gazdik , April 3, 2019

There are few sporting events with as much history and prestige as the U.S Golf Association’s U.S. Open, and Corona Premier has signed on as a sponsor. 

The premium Mexican beer announced a multiyear partnership with the USGA beginning at this year’s event in June in Pebble Beach, Calif. 

“Early on, we made it a priority to build a meaningful association with the golf lifestyle -- a key passion point for our core consumer,” Ann Legan, vice president of marketing for Corona Brands, tells Marketing Daily. “These consumers have continued to upgrade the brands in their life, and now it’s time to upgrade their beer.” 

This is part of Corona Premier’s strategy for 2019 that will place a significant focus on the golf space. The U.S. Open will be a key pillar for Corona Premier’s strategy in 2019, designed to enhance the on-site fan experience at Pebble Beach, including serving as a presenting partner of an indoor/outdoor hospitality area and a presence at retail locations across the country.

Outside of the U.S. Open partnership, Corona Premier’s focus in the golf space will include a collaboration with TravisMathew on a co-branded merchandise line. Corona Premier also is entering its second year as a sponsor of the American Century Championship celebrity golf tournament, which takes place in Lake Tahoe in July and is broadcast on NBC.

“When you look at our Corona Premier partnerships across the board, we aim to reach the Premier consumer where they are most receptive and ready to enjoy one of our beers,” Legan says. “Golf has become one of those priority platforms that we will continue to pursue.” 

The U.S. Open partnership gives the brand relevance on golf’s biggest stage, she says. 

“The TravisMathew partnership brings together two like-minded brands for gear that reflects the premium, yet relaxed nature of both brands -- which will allow Premier to continue to build our brand and a meaningful association with the golf lifestyle,” Legan says.

The American Century Championship partnership provides a completely different setting for Corona Premier, one that is high-energy and caters to the amateur and celebrity golfer, she says.

“At this event, we are able to showcase our brand’s easy-going lifestyle in a high energy setting,” Legan says. “Plus, this partnership allows for us to offer a unique experience to our consumers, which includes a chance to tee-it-up at a practice round at the ACC with a celebrity.”