ATP & Corona Link On Causes & Courts: Save The Beach


It’s June, so it must be time for tennis and Wimbledon.


Well, yes to tennis, but this campaign isn’t exactly the green grass of All England Club tradition.


Its sun, sea and above all sand – beach tennis.


This is an innovative tennis-led collaboration called Save The Beach – a strategic alliance between beer brand Corona and the Association Of Tennis Professionals (ATP) ‘Aces For Charity’.


Corona’s backing for Save The Beach, a programme focused on the sustainability and preservation of the beaches, neatly aligns its advertising, sponsorship and CSR into a unified initiative.


The scheme encourages top tennis professionals to nominate a beach in need of clean up (one connected to their lives), and then campaign largely through digital media (from YouTube virals to Facebook) and compete for consumers to vote for it as the most deserving beach in need of cleaning.


For example, a recent episode of the scheme saw Italy’s Andreas Seppi (playing for Di Augusta Beach in Sicily) and Spain’s Guillermo Garcia-Lopez (playing for Puerto de Sagunto Beach in Valencia) physically play ‘beach tennis’ against one another (after their two beaches came top of the consumer nominations vote amongst eight other ATP players’ beaches) with the winner’s beach getting the full Corona-backed clean up treatment.




Corona, who’s beach-based backing for tennis stretches to setting up a fully blown beach bar (complete with sunbeds and sand) in the fan zone of London’s O2 for the ATP World Tour Finals, brings a fresh approach to traditional tennis sponsorship.


This CSR style initiative stretches its relaxed, laid back approach to the traditionally stuff tennis space.


Tennis is a real challenge for a beer brand because the sport has been associated fopr so long with other drinks – specifically with champagne, bottled water and Robinsons.


Good luck Corona.





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