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Texas Football: Longhorns sign marketing deal with Corona beer

By Shannon Sickmon

AUSTIN, TX - NOVEMBER 25: Davante Davis #9 of the Texas Longhorns grabs the jersey of Deante Gray #20 of the TCU Horned Frogs at Darrell K Royal -Texas Memorial Stadium on November 25, 2016 in Austin, Texas. (Photo by Chris Covatta/Getty Images)
AUSTIN, TX - NOVEMBER 25: Davante Davis #9 of the Texas Longhorns grabs the jersey of Deante Gray #20 of the TCU Horned Frogs at Darrell K Royal -Texas Memorial Stadium on November 25, 2016 in Austin, Texas. (Photo by Chris Covatta/Getty Images) /
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More and more colleges are selling alcohol at their stadiums to generate revenue. Now Texas will get an official sponsor for theirs.

Beer and football are natural partners. What with tailgating and sponsorships, beer brewers and football teams have been allies for decades. Beer is also a natural fit for the pageantry and tradition of college football.  The folks at the University of Texas have taken this relationship one step further.

The University of Texas has been serving beer at their stadium since 2015, but now they will get even more revenue for it. In a lucrative marketing deal, Corona has signed a contract with Texas to advertise at the stadium.  This is the first of this type of deal for Corona.

Horns up, Limes in

According to HookEm.com,  the ads will feature the tagline “Horns up, Limes in!” and will be advertised at all major sporting events, including football, basketball and baseball. The beer company will use the school’s logos and trademarks in advertising materials, particularly social and digital campaigns. As part of the deal, Corona will also have to promote a responsible drinking campaign.

According to Sporting News, Corona will have a Corona Beach House located near the football stadium to enhance the tailgating experience.  Texas AD Mike Perrin states, “Before each home football game in Austin this year, fans 21+ can get ready to cheer on the Longhorns with the brand’s activation experience at the Corona Beach House located near the stadium. Fans can enjoy a Corona-branded experience including fun photo opportunities with Corona’s iconic giant Adirondack chair.”

Next: Tom Herman will rally Longhorns

In a quote to SI.com, John Alvarado, VP of marketing for Corona Extra said, “Corona is honored to be a part of the legendary Longhorns lore, and we’re excited to raise our Coronas and Hook ’em Horns this season as part of a statewide platform.”

Here is what Twitter had to say about it.

Whatever the motivation, getting tanked on Saturday afternoons should make another Longhorn 5-7 season less painful.

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