The World Surf League is many things including beleaguered, inept, absurd, silly but it is, above all, a serial beer polyamorist. The home of professional surfing since 1976 by way of 2013 has hopped into bed with Michelob Ultra, Coopers, 805 and Corona but to name a few trysts leaving sport pundits open-jawed.
How do they do it?
What is the draw?
Well, those selfsame watchdogs became even more confused and/or concerned when, days ago, it was announced that the aforementioned Corona has agreed to a multi-year deal with the WSL even knowing all the infidelity.
Per the wedding announcement:
The World Surf League (WSL) today announced the renewed global partnership with Corona, an AB InBev global brand, as the Official Beer Partner (outside Australia and USA) of the WSL Championship Tour (CT) for the next three years.
In addition to being the Official Beer Partner, Corona is the title partner of Stop No. 9 on the 2022 CT, the Corona Open J-Bay, as well as the presenting partner of the upcoming Surf City El Salvador Pro Presented by Corona (Stop No. 7) and the Oi Rio Pro Presented by Corona (Stop No. 8). Corona’s support also extends to the Challenger Series, where they are the title partner of the Corona Saquarema Pro Presented by Banco do Brasil.
“The global Corona brand has been part of the WSL family since 2016 and we continue to strengthen that relationship,” said Cherie Cohen, WSL Chief Revenue Officer. “Corona shares our passion for the beach, and the strength of their presence globally, and particularly in Latin America, makes this such a powerful partnership. We are both deeply vested in protecting our ocean and our work this season reflects that with much more to come.”
Corona and WSL share a long-standing commitment towards protecting the world’s oceans. For the first time, Corona has officially partnered with WSL PURE as part of the We Are One Ocean initiatives across the Championship Tour. Most recently at the Quiksilver and ROXY Pro G-Land, Corona supported the expansion of the NGO Sungai Watch to build an ambitious river interception program that will prevent 100 tons of plastic from ending up in the ocean. Corona also partnered with WSL PURE grantee, Surf Conservation Partnership, to expand the initiative to establishing up-cycling facilities with local communities and surf camps.
“Corona is a brand that was born on the beach, so it’s only natural that we’ve been a favorite brand of surfers and a part of surf lifestyle for decades,” said Felipe Ambra, Global Vice President of Corona. “We are so excited to work with WSL to bring the Championship Tour to El Salvador, and we really believe in the incredible growth opportunities for the sport in Latin America. This is an exciting time for pro surfing and we are thrilled to be part of it.”
Is Corona abused? Does it think the WSL will change?
Any cut-rate therapist would advise that once a cheater always a cheater and it’s sad that Corona has denigrated itself so but let’s be here for it at the inevitable crash and Bud. Let’s love unconditionally.
David Lee Scales and I did not discuss Corona during our weekly chat, in any case, though I am in the spiritual home of beer. Germany, man. What a place. We did discuss Swellnet’s perversion, though.
Listen here. You know you want to.