Corona, the official beer of Major League Baseball (MLB), rolled out an Opening Day ticket giveaway on Twitter to build its social media following and to celebrate the start of the 2022 baseball season.
The beer, produced by Grupo Modelo (part of the AB InBev), marked its new rights as the Official Cerveza of the MLB with an Opening Day ticket giveaway on Twitter. For just one day only, Thursday 31 March, fans aged 21 and over were invited to enter the contest by following @coronaextrausa and replying to the ticket giveaway tweet by tagging a friend and including the #CoronaMLBtix hashtag.
Thus simultaneously rewarding fans and boosting its social media following at the start of the season.
MLB and @corona today announced a new multi-year partnership that designates Corona as the Official Cerveza of Major League Baseball.
— MLB Communications (@MLB_PR) March 29, 2022
We want you as our +1 at Opening Day™! Follow @Coronaextrausa, the #officialcerveza of @MLB & reply to this post by tagging one (21+) friend and #CoronaMLBtix to enter for a chance to win 2 tickets to the game. NoPurchNec. 50 US/DC, 21+. Ends 3/31. Rules: https://t.co/8aZ76Mqj9c pic.twitter.com/dm2zaCWawN
— Corona USA (@coronaextrausa) March 31, 2022
The ticket giveaway ran simultaneously with a burst of content driving awareness of the new tie-up and building brand-linked buzz around the new season.
“As the Official Cerveza of Major League Baseball, we’re excited to bring the energy, vibrancy and flavor of the Corona brand to America’s national pastime,” explained Corona Director Of Brand Marketing Ryan Anderson. “We’re proud to celebrate our shared heritage, MLB’s star players and the sport’s fans by bringing the fine life to ballparks across the country this season, and for seasons to come.”
MLB Chief Revenue Officer Noah Garden added: “We can’t wait to start the 2022 season with Corona as a new partner of Major League Baseball. This iconic import beer brand brings an outstanding reputation and experience in reaching diverse audiences that is vital to our league as we continue to grow and serve baseball’s fan base.”
It was in late March 2022 that MLB penned a multi-year sponsorship deal with Mexican-based beer brand Corona: a partnership that saw the league split its beer sponsorship category into two through parent company ABInBev with Corona becoming the Official Cerveza and Budweiser continuing its role as the Official Beer.
The Corona sponsorship spans in-stadium branding opportunities, bespoke paid media, the availability of Corona at signature MLB events (including the 2022 All-Star Game presented by Mastercard and the 2022 World Series), plus a custom content platform on MLB.com and MLB Network.