Golf has long been Seen As Exclusive, but today’s culture Is Evolving The Game.
Corona Premier saw an opportunity to refresh the game; celebrating a lighter, more social, accessible and connected way to play.
Transform Corona Premier’s U.S. Open sponsorship into a commerce-driven platform that expanded relevance with modern golf audiences and converted tournament excitement into retail engagement.
Objective
ROLE
Integrated Program Strategy + Execution Leadership
CHANNELS
Retail • Experiential • Digital • Social • E-commerce
PARTNERSHIPS
U.S Open • TravisMathew • Eastside Golf
While Corona Premier had strong equity within golf through its U.S. Open sponsorship, traditional partnerships primarily reached the sport’s most avid fans.
As golf culture expanded to attract younger and more casual players, the brand needed a way to make the sport feel more inclusive and culturally relevant, while translating tournament excitement into retail purchase.purchase.
The Challenge
Opportunity
Transform the U.S. Open from a sponsorship moment into a connected platform that brought modern golf culture to life and drove engagement both in-store and beyond the course.
For modern fans, golf isn’t just about the competition.
It’s about the culture surrounding the game; the community, the lifestyle, and the moments shared with friends.
Brands that tap into those cultural moments create deeper relevance than the tournament itself.
Strategic Insight
The Idea
Corona Premier Clubhouse
A platform celebrating the lighter side of golf culture, turning the U.S. Open into a connected ecosystem spanning retail, digital, and fan experiences.
The program invited fans to engage with the brand both on and off the course, transforming sponsorship visibility into participation.
Execution
Retail Engine
A national sweepstakes anchored the program, giving consumers the chance to win a once-in-a-lifetime U.S. Open experience.
High-impact displays and point-of-sale activations across retail partners turned the championship into a shopper moment, driving in-store engagement and entry into the promotion.
Cultural Platform
To extend beyond traditional golf audiences, the Corona Premier Clubhouse celebrated the lifestyle surrounding the sport.
Partnerships with Eastside Golf, Foray Golf, and TravisMathew connected the brand to modern golf culture through panels, DJ sets, and fan challenges during U.S. Open week.
Connected Experience
A virtual Clubhouse extended the experience online, allowing fans to explore the platform, participate in the sweepstakes, and purchase through integrated commerce partners.
Together, the program created a seamless ecosystem connecting retail, digital, and live fan engagement.
The platform expanded Corona Premier’s reach while reinforcing the brand as the beer that celebrates a lighter way to play, on and off the course.
Impact
Consumers entered the national retail sweepstakes.
212K
20K
Fans engaged with the virtual Corona Premier Clubhouse during the promotion window.