Haas signs up virus-free sponsor Corona!
April 2, 2020 | News | No Comments
Brewing giant AB InBev is set to leverage its depressed Corona beer brand to the max by sponsoring the Haas F1 Team when the F1 season resumes this summer.
Corona Extra, a pale lager produced by Cerveceria Modelo in Mexico and owned by InBev has seen its sales tumble worldwide since the onslaught of the Coronavirus in February.
Such is the confusion about the connections between coronavirus and Corona beer that a recent CNN survey in the US revealed that 52% of Americans would not drink the popular Mexican lager “under any circumstances”.
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That survey was brought to the attention of Haas boss Guenther Steiner who contacted InBev and suggested a sponsorship program with the F1 outfit to revive Corona’s brand image.
“Where others see problems, we see fucking opportunities!” a lively Steiner told F1i in his typical colorful style.
However, Haas’ botched dealings last year with its previous beverage sponsor – whose leftover stock of product is now used as hand sanitizer by the team – remain entrenched in Steiner’s memory.
Better safe than sorry, the Italian demanded rock-solid guarantees from its new commercial partner to ensure the full completion by the end of the season of the seven-figure deal.
“InBev initially offered to pay us in bitcoins,” Steiner explained. “But I don’t even know what a fucking bitcoin looks like, and where would we have put all those millions of coins anyway?”
Steiner revealed that InBev and Haas ultimately agreed on a deal that would be paid 75% in product, or approximately 5 million bottles of ‘Corona Fish’, the brand’s new yet-to-be-launched grilled salmon aroma lager
With midfield teams set for a difficult 2020 and a drop in revenue, it’s surprising that Haas opted for such a large portion of its deal with Corona to be paid in product.
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But a confident Steiner crunched the numbers.
“This will quench the thirst of our personnel, race crews and guests for at least two seasons, allowing Haas to save significantly on its drinks budget,” Steiner said.
“In the garage, in the motorhome, at the factory, it’ll be Corona beer, all you can drink!”
The adverse effects on team members guzzling down lager all day long at the factory and at the track are a worrying prospect. But again, Steiner dismissed any potential concerns.
“This beer, it’s very mild stuff..,” he insisted.
“Do you know the difference between Corona beer and making love on the beach? There isn’t any difference, they’re both fucking close to water! Hahaha!”
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