Corona, the world-renowned beer brand, has introduced a pioneering new initiative within its athlete sponsorships, called the ‘Relaxation Clause’. This global addition to sponsorship contracts guarantees athletes time to relax and unwind, reinforcing the brand’s message of balance and connection with nature.
The Relaxation Clause is being integrated into all sponsorship agreements, including those of top athletes such as Brazilian surfer Gabriel Medina, British cyclist Evie Richards, and Olympic medalists Tatiana Weston Webb, Marco Grimalt, Tatjana Smith, and Mariana Pajón. This new initiative follows Corona Cero’s earlier sponsorship of the Olympic Games, the first time a global beer brand has been involved in such a partnership.
The core principle behind the Relaxation Clause is to encourage athletes to prioritise their mental and physical well-being by ensuring they take time off from their intense training schedules. It also aligns with Corona’s long-standing commitment to promoting relaxation and enjoying nature. By offering athletes flexibility in their schedules, the Relaxation Clause aims to foster healthier and more balanced lifestyles.
For athletes like Gabriel Medina, this new approach to sponsorship is especially meaningful. Medina, who rose to global fame after a viral image during the Olympics, believes that understanding when to rest is as important as training. He expressed that the Relaxation Clause directly supports his approach to maintaining a sustainable career. “As an athlete, it’s crucial to listen to your body and understand when it’s time to take a break,” said Medina. “Corona Cero understands this and is putting the athlete first with the Relaxation Clause.”
Clarissa Pantoja, Vice President of Corona Global, explained the rationale behind the move: “Corona believes in the importance of relaxation and balance, with a long history of inspiring people to relax more often and enjoy nature. We’re so proud to introduce the Relaxation Clause in our sponsorships as it requires our ambassadors to live our beliefs.”
The Relaxation Clause is expected to add at least a week to the duration of contracts, ensuring athletes can fully integrate downtime into their routine. This new policy sets Corona apart from other brands, offering a unique perspective on what it means to support athletes both physically and mentally.
Available in more than 40 markets, Corona Cero continues to promote moderation and balance globally. The brand aims to elevate its influence by encouraging connection, relaxation, and the ritual of sharing a refreshing Corona at any occasion. With the Relaxation Clause, Corona continues to embody its commitment to fostering healthier lifestyles for its athlete partners and customers alike.