Corona to sponsor LA Rams

Corona Extra is the new ‘official beer’ of NFL franchise the LA Rams it has been announced.

The beer brand and football club announced the partnership earlier this month. The deal will see Corona gain exclusive rights to promote the brand at the Rams’ current home ground, USC’s Memorial Coliseum, as well as the right to use the Ram’s logos and other trademarks on packaging and point of sale material.

The Rams originally formed in Los Angeles in 1937 but in 1994 were moved to St Louis in Missouri. There the franchise remained until the end of the 2015 season when it was announced the club would return to LA.

St Louis is home to one of AB InBev’s biggest US plants and while based there the Rams’ official beer was Bud Light, as it is for 27 other teams in the NFL.

When Bud Light recently unveiled its new can designs featuring the logos of the clubs it sponsors, the Rams were not among them although many thought that a new, post-relocation sponsorship deal was being arranged.

Instead, it seems, Constellation’s Corona* has been chosen as the new beer. LA’s sizeable Hispanic population may have something to do with the choice. Part of the marketing campaign will see the brand closely involved with the team’s ‘Hispanic Heritage Month’ programme this October.

“We couldn’t be more proud to help welcome back the Rams to their hometown of Los Angeles,” said Jim Sabia, chief marketing officer for Corona Extra and Constellation Brands beer division. “Corona Extra has been teaming up with Angelenos each football season to find their gameday beach, and we can’t wait to cheer on the Rams with fans in their homes and in the stadium this year.”

As well as the team tie-in, the beginning of the Ram’s pre-season games on 13 August saw the launch of Corona draft in LA. Previously only bottles of 12 fluid ounces, 7 oz. and cans of 12 or 24 oz. had been available in the city.

Draft Corona is still only available in a few cities across the US.

*Corona’s maker, Grupo Modelo, is owned by AB InBev but the US brewing and distribution rights are owned by Constellation Brands.