Rewriting the contracts.
Changing sponsorships forever.
Published August 2024, right as the Olympics ended.
Introducing Relaxation Clause for Sponsored Athletes :
Corona Cero, a premium beer from Ab Inbev, has introduced the "Corona Clause" in its sponsorship contracts, allowing athletes to take breaks without affecting their contractual agreements.
This initiative emphasizes the importance of balance between performance and well-being in sports. Surfers Gabriel Medina, Tati West, Pedro Scooby, and Chloé Calmon are the first to benefit from this new contract model. The clause enables them to relax and reconnect with nature without the pressure of competition, reflecting Corona's commitment to a lifestyle of "This is Living".
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Quick Update:
The Relaxation Clause started as an initiative for surfing but quickly became a global movement, including different sports such as Olympic swimming (ft. Tatjana Schoenmaker, South Africa), mountain biking (ft. Evie Richards, UK), beach volleyball (ft. Marco Grimalt, Chile), and BMX (ft. Mariana Pajón, Colombia), among others.
Many other big sports brands followed this path led by Corona.
Looking forward to seeing more brands and athletes join us, supporting more human-centric sponsorships, and ensuring athlete health remains the top priority.
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Here’re some of the top-tier surfers that signed the Relaxation Clause
(note: at the end, the other athletes who joined us)
Other athletes (other than surfers) joining and signing the Relaxation Clause: