Corona asks tennis professionals to go for distance, not speed

As the official beer sponsor of the ATP World Tour, Corona has been providing local tournament cities with some wonderful pre-event activities. Valencia Open 500 and Corona teamed up together and leveraged their partnership together to create a 1st of its kind competition. Instead of traditionally measuring the speed of their serves, Corona “served” up a twist. Competitors, David Ferrer, Juan Carlos Ferrero, Roan Bopanna  and Feliciano López were tested to see who had the longest serve.

To further draw interest, they executed  the competition on the water lane set in the City of Arts and Sciences of Valencia. Placing sporting competitions in unique locations adds excitement, mystique and prestige to the event. Corona made sure to capitalize this branding opportunity with inflatable bottles marking the distances.

With a serve measuring 70 metres, Feliciano López has bragging rights over his peers. When asked about his experience, Lopez said: “I had never tried and it is something that had not yet been done. It was something different and we had a good time. I had to warm up my shoulder, it was deep asleep.” His winnings were donated to the Juan Carlos Ferrero Foundation, which takes care of cancer patients.

Residents and tourists in Valencia for the tour stop have the opportunity to test their strengths and measure their serve up against López and his mark. The fan with the longest serve will win a tennis racket signed by David Ferrer, a Spanish tennis player who is from Valencia.

Check out  execution photos.

This entry was posted in Activation, Beer, Branding, Imports, Marketing, Promotions, Sponsorships, Sports, Uncategorized and tagged , , , . Bookmark the permalink.

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