Corona's second-year jersey-led experience to drive fan engagement in Mexico saw an in-stadiumpayment solution in year one (Jersey Pay) evolve into a national scale fan-loyalty experience for the2022 World Cup, and new way to look at sports partnerships.The "Beer Badge" jersey sponsorship with Adidas and the Mexico National Team, overcame thebarrier of not being able to put the brand on the jersey and put the product literally on people's heart.With a special edition jersey preloaded with Corona Beer, Corona engaged new fans at every matchand kept them coming back to the next.
For years Corona has been engaging football fans while sponsoring the Mexican League. After asuccessful partnership with America de Mexico in 2021 to roll out Jersey Pay, Corona turned theireyes to the 2022 World Cup, as they had secured the biggest sponsorship of all: the Mexicannational team.But unlike the national league, FIFA prohibits brand or/logo placement on national jerseys. So theyneeded to literally redefi ne how sponsorships look, to attract new fans to their offi cial Fan Fests andmost importantly, keep them coming back.So, if Corona can’t have their name on the chest, we put their product on the heart of every fan.
Corona "Beer Badge" Jersey:A partnership with adidas to launch a limited-edition Mexico national team jersey, pre-loaded withCorona beer. Taking the Corona jersey experience from a convenient payment solution to anengaging fan loyalty program.Available at every Corona Fan Fest during the World Cup, each limited-edition Jersey was activatedright on the spot. An NFC chip embedded in the crest allowed fans to unlock 2 free beers with asingle tap on a Point-of-sale card terminal.Every tap after that also unlocked Corona offers (Like Beer at a discounted store price) and to keepfans coming back, Corona topped up every beer badge, every time the team played.More than a promotional item, Corona Beer Badge becomes a fan loyalty passthat will continue to be activated throughout the football calendar year, including internationalfriendlies and qualifi ers.Retaining and Acquiring new Corona and Mexico loyal fans every time.
Aimed at 18YO+ from all over the country.According to social listening, there are three key factors for football fans to fully enjoy the WorldCup: experiencing the event without complications, being able to share their passion and emotionswith more people, and the last, most important thing; have the offi cial jersey that shows their passionfor the national team.With this context, we decided to turn these factors into a complete experience that would allowCorona to gain relevance with consumers by bringing the product to the badge on their jersey, annew space that, at the same time, offered a simple and highly benefi cial way to combine their twopassions: football and beer.
With previous experience disrupting payment methods within stadiums using tech in jerseys, withwaterproof RFID tags embedded in the badge, we only needed to update our backend system toactivate and preload beer credits.Partnering with adidas gave us scale. The jerseys were available at many adidas points of sale andat our Corona Fan Fest to ensure that the largest number of Mexicans would purchase the pre-loaded jersey.During the tournament, Beer Badge users received alerts of special promotions being released inreal-time as part of the benefi ts. With this data, we had the opportunity to understand the behavior offootball fan consumers and deliver relevant commercial offers while giving them the chance to fully experience the World Cup.
Football for Mexicans is not only a sport, but also a religion and this feeling is bigger when it comesto supporting the national team in the World Cup.Beer is also the popular choice when it comes to viewing games at these events, with a fan drinkingan average 4-5 regular size cups per match.So, it's natural that football is a territory that multiple beer brands to try to capitalize on, especially inseasons like the World Cup where relevance is maximized.For Corona who has been the partner in crime for this sport it is not only important to be present butto be relevant to fans with disruptive ideas while living the sport.
- Corona and Adidas managed to have a successful partnership that earned +165M USD only onsale of jerseys, also both brands were exposed as the most innovative brands on the world cupseason.- 47M hectoliters of Corona sold that represents 1M USD obtained during the 3 matches of thenational team.- Corona sold it's three different products during the event including Corona Zero, Corona Light andCorona Regular.
