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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.

8 Responses to “Another Excuse to Drink Beer”

  1. lauren said

    Corona and lime – straight back to the 90’s when a new South American restaurant opened every month in my city. Thanks ATP for making me feel very, very old.

    But thanks to G for bringing back one of the all-time best images from the tour. Starsky and Hutch in lederhosen – hell, they’re already wearing the cardies.

    • gauloises1 said

      Honestly, this post should have been titled “Another Excuse For G To Use Her Favourite Photo”.

    • kefuoe said

      I have nothing to add except to say that I, too, thoroughly enjoy Bavarian Pimp Daddy picture and look forward to the next beer/lederhosen/Monfils/Gonzales- related post that will warrant it’s reuse.

  2. irefusetotellyou said

    so THAT’S why there’s now an ad for Corona in the spot where the box for the live SB used to be (on the ATP site.)

    Damn them all!

    • linz said

      LOL, I was annoyed by that today too. I kept clicking on it without paying attention, just out of habit.

      While I feel like I won’t actually get any free beer from this deal, I feel like it will make me really, really want beer (even more than usual). Because I’m a sucker for advertising.

      I do feel like we should get some awesome new rules to go with this sponsor- like, instead of tiebreaks they have to play beer pong. Or the loser has to shotgun a beer. (Or the winner. Or the lines judge. Or whatever, I just want SOMEONE shotgunning a beer.)

  3. Imtotallyrad said

    i really really approve this sponsorship….and that has nothing to do with the many empty corona bottles slowly filling up my recycle bin…i swear theres no conection!

    but the monfils,gonzalez german beer pimpage just really is the icing on the cake, now excuse me while i go support the ATP with some imported mexican goodness ¡olé!

  4. harini said

    Never has there been a more awesome photo than that one of Gael and Gonzo.

  5. Ha ha, that’s cool

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