The Buffalo Bills have teamed up with Corona Hard Seltzer, making the Constellation beverage brand an official hard seltzer of the New York-based NFL team. The multi-year partnership is a touchdown for Bills fans and Corona Hard Seltzer fans alike, allowing the franchise to interact with its followers in a new way.

“Corona Hard Seltzer recognizes the passion that our fans have for the Buffalo Bills,” stated Dan Misko, Sr. Vice President of Business Development for Pegula Sports & Entertainment, parent company of the Buffalo Bills franchise. “We’re proud to welcome Corona Hard Setzer as an official hard seltzer of the Bills, and excited to work together to create meaningful experiences for our fans in the years to come.”

As an official hard seltzer of the Buffalo Bills, Corona will be a sponsor of the team’s “immersive fan experiences” at alcohol retailers throughout Western New York. There are many ways to display team spirit this season. Can’t make it to Highmark Stadium for a game? If you’re in Bills territory for a marquee game, the action could come to you via the team’s mobile “Block Party.” During marquee games, such as November 14 against New York’s Jets and December 12 against Tampa Bay’s Buccaneers, fans in various Western New York communities will see their neighborhoods covered in Bills lawn signs and will have the opportunity to get their hands on official team gear and more as the caravan drives by. Inside the stadium lucky fans will be able to cheer for the Bills on the “Beach Break” fan cam.

“We’re beyond excited for our western New York fans to have the opportunity to engage with Corona Hard Seltzer in such a unique way,” insisted Rene Ramos, Vice President of Field, Lifestyle & Experiential Marketing for Constellation Brands. “Corona Hard Seltzer will connect with fans both inside and outside the stadium, with cultivated experiences to ensure they have the best time cheering on their favorite team.”

The hard seltzer brand already has one noteworthy connection to the NFL. Corona currently partners with football legend Tony Romo for a campaign urging fans to “Get Romotivated.” As part of the campaign, Romo mans the “Corona Hotline” with motivational words of wisdom.

Corona Hard Seltzer also partnered with the FaZe Clan in April, becoming the official hard seltzer of the popular eSports organization.

During the off-season Corona Seltzer has been hard at work strengthening its lineup. The brand, which launched in the spring of 2020, introduced a new player, Corona Hard Seltzer Limonada, earlier this summer. Limonada is “inspired by the traditional Mexican Limonada recipes we all know and love.” The lemony seltzer comes in four flavors including Classic Lemon Lime, Watermelon, Grapefruit and Strawberry. Each flavor contains only 3 grams of sugar, 3 grams of carbs and 100 calories per 12 ounce can. Limonada varieties contain an ABV of 4.5%.

The citrus-forward newcomers join Corona Hard Seltzer’s original lineup on the roster, which includes 2 variety packs and 8 flavors, each containing 0 grams of carbs, 0 grams of sugar, 90 calories and an ABV of 4.5%.

Constellation Brands isn’t the only beverage company making big plays in the NFL world. Earlier this month Molson Coors announced a 10 year and $200 million extension to its 30 year partnership with the Dallas Cowboys. The collaboration ensures Miller Lite will continue on as the official beer of the Cowboys while also creating an opportunity to introduce fans to new offerings from Molson Coors such as the company’s popular hard seltzer brand, Vizzy. Vizzy is already being stocked alongside Miller Lite at Dallas’ AT&T Stadium.

The Buffalo Bills’ partnership with Corona Hard Seltzer will give Bills fans another reason to cheer this season.

Shirani Jayasuriya