Constellation Brands Announces Its Most Comprehensive Arena Sponsorship for Corona Extra, Modelo Especial, and Ballast Point with Barclays Center
Includes Sponsorship with Brooklyn Nets
- Three Branded Bars to Open at Barclays Center, including Corona Extra Beach House Bar, Casa Modelo and Ballast Point Bar
- Modelo Especial named Official and Exclusive Import Beer Sponsor of the Brooklyn Nets
- Corona Extra named Official and Exclusive Import Beer Sponsor of Barclays Center
- Ballast Point named an Official Craft Beer Sponsor of Barclays Center
BROOKLYN, Nov. 7, 2016 – Constellation Brands is announcing its most comprehensive arena sponsorship for Corona Extra, Modelo Especial and Ballast Point by aligning with Barclays Center. The agreement, which also includes a sponsorship of the Brooklyn Nets, features three individually branded bars at Barclays Center, “official beer” marketing designations and a wide-ranging array of marketing assets.
The new marketing alliance between Constellation Brands, a leading producer and marketer of beer, wine and spirits, and Brooklyn Sports & Entertainment, which controls and manages Barclays Center and the Nets, has designated Corona Extra as the Official Import Beer Sponsor of Barclays Center, Modelo Especial as the Official Import Beer Sponsor of the Brooklyn Nets, and Ballast Point as an Official Craft Beer Sponsor of Barclays Center.
Corona Extra will bring the beach to Barclays Center with the Corona Extra Beach House Bar, which will be located on the main concourse. The soon-to-open branded bar will have a beach-like aesthetic, with island imagery and décor.
Casa Modelo, a Modelo Especial branded bar will be open soon on the upper concourse. The bar will feature a fusion of Brooklyn and Mexican imagery and décor.
A Ballast Point branded bar will be located on Barclays Center’s main concourse.
Corona Extra and Modelo Especial are the nation’s number one and number two imported beers, respectively. Ballast Point is one of the fastest-growing craft brands in the country, featuring dozens of unique and distinctive styles of beer.
Corona Extra and Modelo Especial will receive marketing exposure during a wide variety of programming events at Barclays Center, including Brooklyn Nets games, as well as through digital platforms and in-arena signage.
Highlights of the sponsorship include marketing exclusivity in the imported beer category for Corona Extra and Modelo Especial, along with:
- Prominent indoor and outdoor arena signage
- In-arena brand activations
- Corona Extra Beach House branded bar on the main concourse
- Brand exposure during Barclays Center BROOKLYN SHOW and BROOKLYN BOXING events.
- Consumer VIP ticket experiences for select Barclays Center events
- Modelo Especial branded bar, Casa Modelo, on upper concourse
- In-arena game-night activations
- Use of the Nets’ marks at point-of-sale
- Consumer VIP courtside experiences for select games
- Ballast Point branded bar on the main concourse
“Barclays Center has become a modern icon in the sports and music world – a truly can’t-miss venue for entertainment,” said Jim Sabia, chief marketing officer for Constellation Brands’ Beer Division. “We’re thrilled to align with Brooklyn Sports & Entertainment to further promote and build our iconic Corona Extra and Modelo Especial brands in Brooklyn.”
“We are delighted that Constellations Brands sees the exposure and brand-building opportunities for Corona Extra, Modelo Especial, and Ballast Point by forming an alliance with BSE,” said Brooklyn Sports & Entertainment EVP of Global Partnerships Mike Zavodsky.
As the number one imported beer in the U.S., Corona Extra sold more than 116M cases in 2015 and next year will mark the brand’s 20th year in the top spot for the import beer category.
Modelo Especial is the fastest-growing beer and the number two imported beer in America. Last year, the brand sold more than 73MM cases.
Corona Extra is a pilsner-style lager with a golden hue that was first brewed in Mexico in 1925. The refreshing flavor and carefree attitude of Corona have made it the #1 imported beer in the U.S. and the #5 beer brand overall. Corona has been helping consumers “Find their Beach” in the U.S. since 1981. Corona Extra is exclusively brewed, imported and marketed by Constellation Brands for the U.S. market.
Modelo Especial is a golden, full-flavored Pilsner-style Lager with a clean, crisp finish whose original recipe was first brewed under the vision to create a ‘model’ beer. As the #2 imported beer in the U.S., more than 73MM cases of Modelo Especial were sold in 2015. Modelo Especial is exclusively brewed, imported and marketed by Constellation Brands for the U.S. market.
What started in 1996 as a small group of home brewers who simply wanted to make great beer evolved into a team of adventurers known today as Ballast Point. From bringing a hoppy twist to a porter, or adding four types of malt to its amber ale, to creating a breakthrough gold medal winning IPA, the San Diego-based company is known for adding its own touch and asking if there’s a better way. Today as an internationally recognized leader in the craft brewing and spirits industry, the company makes over 40 styles of beer.
About Constellation Brands
Constellation Brands (NYSE: STZ and STZ.B) is a leading international producer and marketer of beer, wine and spirits with operations in the U.S., Canada, Mexico, New Zealand and Italy. Constellation is a Fortune 500® company and one of the top performing stocks in the S&P 500 Consumer Staples Index. Constellation is the No. 3 beer company in the U.S. with high-end, iconic imported brands such as Corona Extra, Corona Light, Modelo Especial, Modelo Negra and Pacifico. The company’s beer portfolio also includes Ballast Point, one of the most awarded craft brewers in the U.S. In addition, Constellation is the world’s leader in premium wine, selling great brands that people love, including Robert Mondavi, Clos du Bois, Kim Crawford, Meiomi, Mark West, Franciscan Estate, Ruffino and Jackson-Triggs. The company’s premium spirits brands include SVEDKA Vodka and Casa Noble Tequila.
Based in Victor, N.Y., the company believes that industry leadership involves a commitment to brand building, our trade partners, the environment, our investors and to consumers around the world who choose our products when celebrating big moments or enjoying quiet ones. Founded in 1945, Constellation has grown to become a significant player in the beverage alcohol industry with more than 100 brands in its portfolio, sales in approximately 100 countries, about 40 facilities and approximately 9,000 talented employees. We express our company vision: to elevate life with every glass raised. To learn more, visit www.cbrands.com.
About Brooklyn Sports & Entertainment
Brooklyn Sports & Entertainment (BSE) develops and operates state-of-the-art venues and manages premier sports franchises, delivering dynamic content and experiences for audiences. BSE oversees programming, marketing, sales, and operations for Barclays Center and Long Island’s new Coliseum, and manages and controls the NBA’s Brooklyn Nets and its Development League team, the Long Island Nets, as well as the business operations of the NHL’s New York Islanders.
Barclays Center, which opened on September 28, 2012, offers 17,732 seats for basketball, 15,795 for hockey, and up to 19,000 seats for concerts, and has 101 luxury suites, four bars/lounges, four clubs, and 40/40 CLUB & Restaurant by American Express.
Nassau Coliseum, scheduled to reopen April 5, 2017 after extensive renovation, will offer 13,000 seats for hockey, 13,500 for basketball, and 14,500 for standard concert configurations, with the ability to flex up. The bowl will have a theater seating option for 4,000 guests.
With a focus on emerging businesses, BSE identifies and creates alliances, strategic partners and other business opportunities to ensure the success of its assets. For additional information, please visit Brooklynse.com.
Source: Constellation Brands