SoFi Stadium and Allegiant Stadium, the two major new NFL venues opening this summer, have signed multi-year sponsorship deals with brands owned by alcoholic beverages company Constellation Brands.
Corona will become an official cerveza of the Los Angeles Rams, while fellow SoFi Stadium tenant the Los Angeles Chargers has named Pacifico as its official beer. Both brands will have logo and marketing rights with the teams and the 70,000-seat stadium.
SoFi Stadium will also include the Corona Beach House, a three-level branded area that will feature a grand circular staircase. As part of the Chargers’ new agreement, a Pacifico Patio space will be created on the north concourse of SoFi Stadium.
Meanwhile, Modelo will become an official cerveza of the Las Vegas Raiders and its new Allegiant Stadium, with the deal including logo and marketing rights. A range of Modelo experiences will be launched at Allegiant Stadium, including Modelo Cantina Club, a 26,000-square-foot space overlooking the 50-yard line.
Three branded bars and the Modelo Tailgate Zone – a dedicated location outside of the stadium – will also be formed at Allegiant Stadium. Modelo Especial will offer a limited-edition 24-ounce can, available for purchase in October at local retail locations.
Woodbridge by Robert Mondavi also becomes the official wine of the Raiders, with the deal to also include marketing and logo rights. The partnership will be elevated through co-branded displays, consumer offers and targeted local advertising.
A Robert Mondavi Winery Bar will be created inside the new Modelo Cantino Club as part of the deal.
Rene Ramos, vice-president of field, lifestyle and experiential marketing at Constellation Brands, said: “While football’s return will look different this season, Constellations Brands is excited about the long-term investment we’re making in these markets by aligning with these franchises and can’t wait to greet fans with exciting brand experiences when it’s safe to do so.
“These state-of-the-art stadiums provide an opportunity to showcase our portfolio of brands to deliver a next-level experience on game day, and for other marquee events that will rotate through in the years to come.”
Image: LA Rams
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