Corona Unveils 'This Is Our Playa' Marketing Initiative for 2026 MLB Season
Corona, the Official Cerveza of Major League Baseball, has officially launched its new season-long marketing platform titled 'This Is Our Playa' in anticipation of the 2026 MLB season. The campaign is designed to remind baseball fans that Corona uniquely transforms the ballpark experience into a day at the beach, blending the excitement of baseball with the brand's signature relaxed and contented vibe.
Expanded Player Roster and Media Investments
The brand is significantly expanding its involvement with MLB through new media investments and an enhanced player roster. Building upon its existing partnerships with stars like Mookie Betts and Ronald Acuña Jr., Corona has added six more MLB players to its lineup for the campaign. The new additions include:
- Jazz Chisholm Jr.
- Pete Crow-Armstrong
- Jeremy Peña
- Cristopher Sanchez
- James Wood
- Eduardo Rodriguez
These players will help bring the 'This Is Our Playa' campaign to life through engaging content and storytelling that highlights how they find their flow both on and off the field. The platform leverages licensing rights from MLB Players, Inc., ensuring authentic fan experiences.
Kicking Off with the World Baseball Classic
The campaign will commence at the 2026 World Baseball Classic, where Corona serves as an official sponsor in the United States. The brand will extend MLB's award-winning 'El Beisbol Es Otra Cosa' campaign during the tournament, celebrating the vibrant Latino baseball community and the brand's Hispanic heritage.
A special-edition episode airing during the World Baseball Classic will feature Corona player partner Ronald Acuña Jr., focusing on his personal story, passions, and deep connection to the game. Additional episodes showcasing other Corona player partners are scheduled to debut later in the MLB season.
Unique Fan Experiences and Collaborations
Corona is transforming MLB Opening Day presented by Adobe into a one-day vacation experience by partnering with Jomboy Media. This collaboration aims to deliver unique content that only Corona can provide, enhancing the fan experience from the very start of the season.
In Miami, the brand has commissioned a new mural by award-winning Cuban-American artist Ivan J. Roque. Located at the corner of Miami Avenue and 7th Street, the mural captures the spirit of the World Baseball Classic by illustrating how baseball unites cultures through the shared concept of La Playa (the beach).
Brand Philosophy and Executive Insight
Rob Nelson, vice president of marketing for Corona, emphasized the brand's philosophy: 'The ballpark and the beach share the same spirit – they're places where slowing down, being present, and enjoying the moment are what matter most. Corona embraces these moments, and our continued partnership with Major League Baseball provides a perfect opportunity to share that mindset with fans.'
The 'This Is Our Playa' platform reinforces Corona's belief that baseball's best moments, much like ideal beach days, are meant to be savored and enjoyed with Corona. By connecting with fans throughout the season, starting with the World Baseball Classic and continuing across key MLB calendar events, Corona aims to position the ballpark as the ultimate 'Playa' escape.
