"Ensuring athletes like Gabriel Medina and Tatiana Weston Webb have dedicated time to unwind."
The World Surf League has introduced yet another global beer sponsor, ahead of the MEO Rip Curl Pro Portugal, brushing aside 805 and Michelob Ultra for Corona Cero. The alcohol-free version of the lightly-alcohol’d Corona Extra has experienced triple-digit volume growth, according to industry source Stock Titan, “signaling strong consumer acceptance in this high-margin category.”
Apparently, the younger demographic is steering away from booze and toward ketamine.
Ryan Crosby, WSL CEO, artificially celebrated the moment by declaring, “We’re thrilled to expand our ongoing global partnership with Corona and to welcome Corona Cero to the WSL. We celebrate the addition of Corona Cero to the Tour, and their ongoing support of professional surfing. Together we share a passion for the beach, adventure, and sustainability. This relationship touches all aspects of the sport and our shared athletes. We look forward to continuing this global partnership for years to come.”
The deal will run for four-years, expanding on an eight-year the previously limited partnership with the Rey of Cervezas.
Financial terms were not disclosed.
Disclosed, though, was the beer giant’s forcing a major change in all World Surf League athlete contracts. Namely, an inserted “Relaxation Clause” that will ensure “partnered athletes like Gabriel Medina and Tatiana Weston Webb have dedicated time to unwind.
Surfers needing “dedicated time to unwind.”
With non-alcoholic beer.
Rich.