Another Excuse to Drink Beer
Posted by gauloises1 on February 22, 2010
So last time I bought a phone, I actually went for a Sony Ericsson because I had a vague idea that somehow buying it meant that I was supporting the WTA. In that vein, look for me to be found in ditches covered in dried-up lime wedges a lot in the coming years. More than usual, that is. Because Corona, the Mexican beer, has just become the ATP’s new premier sponsor.
It’s a five and a half year deal which will see Corona branding become the most visible at ATP events (like Mercedez-Benz used to be. Remember that?). Of course, those were cars and not, you know … beer.
Adam Helfant, the ATP’s chairman and president, said last night: “Beers have been associated with different sports before. This is nothing new, and we are happy that it is a great fit both for the company and the tour. Corona’s motto is ‘relax responsibly’ and we are very pleased with the nature of our conversations with their representatives. They will bring an exciting new creativity and marketing experience to the game.”
I have mixed feelings about this. On the one hand … this. On the other hand, I can’t help but have a vague hope that it will lead to somehow more free beer in my life. Conundrum.
The ATP’s finest approve this deal.