Texas football is one of the nation’s top collegiate advertising platforms, considering the program’s rich history and its television network.
Those factors will provide the Longhorns with a unique platform for a sponsorship announced Wednesday with Corona Extra. It will allow Corona into Darrell K. Royal-Texas Memorial Stadium starting with the Longhorns opener Sept. 2 against Maryland.
According to a story by Big 12 Diehards contributor Brian Davis of the Austin American-Statesman, UT’s pact is the first college sponsorship for Corona.
The deal also includes sponsorship of the Longhorns basketball and baseball programs.
UT’s tagline “Horns up, limes in!” will be seen at football, basketball and baseball games. Corona also will sponsor a responsible drinking campaign and use the school’s logos and trademarks in point-of-sale, social, digital and advertising materials.
“Texas is proud to join with the Corona Extra team to promote the excitement and pageantry of collegiate sports,” UT athletic director Mike Perrin said in a statement.
Sports Business Daily reported that the deal will be for five years.
Texas joined TCU and West Virginia in 2015, becoming the Big 12’s third program that allowed in-stadium beer sales.
The company has similar deals in place with the NBA’s Houston Rockets and Oklahoma City Thunder.
It will prompt an extensive advertising campaign around the Longhorns for Corona, the nation’s largest-selling imported beer.
Plans include a UT-themed sweepstakes during the football season, advertising spots on the Longhorn Network and a Corona Beach House tailgate area outside the stadium at all UT home football games.
“Corona is honored to be a part of the legendary Longhorns lore, and we’re excited to raise our Coronas and Hook ’em Horns this season as part of a statewide platform,” said Corona’s vice president of marketing John Alvarado.