Corona Inks Deal With Kenny Chesney | Adweek Corona Inks Deal With Kenny Chesney | Adweek
Advertisement

Corona Inks Deal With Kenny Chesney

Advertisement



CHICAGO Corona Extra beer is back on the music scene by signing Academy of Country Music's Entertainer-of-the-Year Kenny Chesney to a long-term contract.

Chesney will kick off the sponsorship with the 2008 Poets and Pirates Tour with dates to be announced. The partnership with Crown Imports, the Chicago-based beer importer, will be officially announced through a full-page ad in the Nov. 9 edition of USA Today. Terms of the deal were not announced.

"If you want to capture my audience, the thing that stands out is their ability to have more fun in a single day than most people have in a month, and Corona is part of those kinda lazy, hanging-out-with-your-buddies kinda days," Chesney said in a statement.

Chesney is on a roll on the concert circuit. His Flip Flop Summer 2007 Tour played to more than 1.2 million fans, with 57 sold-out shows including stops at NFL stadiums in Foxborough, Mass., Cleveland, Detroit, Philadelphia, Pittsburgh and Seattle. The singer-songwriter's No. 1 hits include "Never Wanted Nothin' More" and "Don't Blink."

Chesney fills the void in the marketing mix that was created when Jimmy Buffett was signed last year by Anheuser-Busch to back Land Shark Lager, brewed by the Margaritaville Brewing company, which is actually A-B's brewing facility in Jacksonville, Fla.

A-B has had an ownership stake in Corona Extra brewer Grupo Modelo since 1993. Corona Extra, the No. 1 imported beer, had sponsored Buffet's Parrot Head tour since 1986.