Corona Cero, AB InBev’s no-alcohol beer, has inked a landmark four-year deal with the World Surf League (WSL), becoming the league’s first global no-alcohol beer sponsor. Building on an eight-year partnership with Corona, this move follows the brand’s triple-digit growth in 2024 and its Olympic sponsorship extension to 2032. It’s a clear play by AB InBev to capitalize on the rising demand for healthier drinking options through sports marketing.
The partnership kicks off at the MEO Rip Curl Pro in Portugal, with Corona Cero integrated into most WSL Championship Tour events via broadcasts, digital content, and on-site activations. A standout feature is the “Relaxation Clause” in athlete contracts—launched in 2024—ensuring stars like Gabriel Medina and Tatiana Weston Webb get downtime, mirroring surfing’s laid-back vibe. “Surfing is a lifestyle of balance and unwinding,” said Clarissa Pantoja, Global VP of Corona. “This enhances that for athletes and fans.” WSL CEO Ryan Crosby echoed the sentiment, highlighting shared values of adventure and sustainability.
This deal reflects a broader industry shift toward moderation, with no-alcohol beer gaining ground. By aligning with WSL, Corona Cero taps into a global stage that blends wellness and enjoyment. The 2025 season will test how this partnership shapes the future of beverage branding in sports.
