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
A national team jersey that turned sports partnerships into fan loyalty
Client
- AB INBEV
Office
- Mexico
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.
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Awards
2023 El Ojo de Iberoamérica
Creative Commerce - Payment Solutions
Gold
2023 El Ojo de Iberoamérica
Creative Commerce - Mobile/Led Commerce
Bronze
2023 New York Festivals
Commerce & Creativity - Payment Solutions
Silver
2023 New York Festivals
Collaborations & Partnerships - Food/Drink/Restaurants
Silver
2023 New York Festivals
Hell's Kitchen - Activation/Engagement
Silver
2023 New York Festivals
Sports - FIFA World Cup
Silver
2023 New York Festivals
Commerce & Creativity - Point of Sale
Bronze
2023 New York Festivals
Digital & Mobile - Devices/Wearables
Bronze
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