FIFA prohibits brand or logo placement on national jerseys, but a partnership with Adidas on a limited-edition Mexico national team jersey, may have found a way to add promotion, without logos. Pre-loaded with Corona beer, the partnership is taking the jersey experience from fan loyalty to a convenient payment solution and even an engaging fan loyalty program.

Beer Badge Case Film
The idea represents our Creative Commerce discipline at its best. An innovative payment solution – solving a cultural and social tension in Latin American stadiums – while also creating a new business model and great commerce play by Corona using the most valuable possession a football fan can have – their team jersey – to drive both sales and love for the brand.

Adriano Lombardi

Chief Creative Officer - VML Mexico

For years Corona has been engaging football fans while sponsoring the Mexican League. After a successful partnership with America de Mexico in 2021 to roll out Jersey Pay, Corona turned their eyes to the 2022 World Cup, as they had secured the biggest sponsorship of all: the Mexican national team.

But unlike the national league, FIFA prohibits brand or logo placement on national jerseys. So, they needed to literally redefine how sponsorships look, to attract new fans to their official Fan Fests and most importantly, keep them coming back.

With FIFA rules not allowing brands on national team jerseys, instead of putting Corona's name on it, we decided to put their product on the heart of every fan.

We partnered with Adidas to launch a limited-edition Mexico jersey, pre-loaded with Corona beer and made it available at every Corona Fan Fest during the World Cup.

An NFC chip embedded in the crest allowed fans to unlock 2 free beers with a single tap on a Point-of-sale card terminal. Every tap after that also unlocked Corona offers and to keep fans coming back, Corona topped up every beer badge, every time the team played.

The campaign achieved 20MM projected sales driven by jerseys.

Please provide your contact information to continue.

Before submitting your information, please read our Privacy Policy as it contains detailed information on the processing of your personal data and how we use it.

Awards

The Clio Awards

The Clio Awards

2024


2 Silver

2023 El Ojo de Iberoamérica

2023 El Ojo de Iberoamérica

Creative Commerce - Payment Solutions


Gold

2023 El Ojo de Iberoamérica

2023 El Ojo de Iberoamérica

Creative Commerce - Mobile/Led Commerce


Bronze

2023 New York Festivals

2023 New York Festivals

Commerce & Creativity - Payment Solutions


Silver

2023 New York Festivals

2023 New York Festivals

Collaborations & Partnerships - Food/Drink/Restaurants


Silver

2023 New York Festivals

2023 New York Festivals

Hell's Kitchen - Activation/Engagement


Silver

2023 New York Festivals

2023 New York Festivals

Sports - FIFA World Cup


Silver

2023 New York Festivals

2023 New York Festivals

Commerce & Creativity - Point of Sale


Bronze

2023 New York Festivals

2023 New York Festivals

Digital & Mobile - Devices/Wearables


Bronze