CORONA CERO GLOBAL CAMPAIGN 2024
once the Olympics ended.
Introducing Relaxation Clause for Sponsored Athletes
Context: Corona Cero, a brand built on relaxation and balance, became a sponsor of the high-pressure Olympic Games, without abandoning its core purpose.
Insight: While professional athlete contracts include rest, sponsorship deals don’t. And the pressure is real: 1 in 3 athletes suffer mental health issues, and 1 in 4 have contracts tied to performance-based payments.
Idea: Corona Cero, alongside Olympic athletes and the IOC, created the Relaxation Clause—a new standard in sponsorship contracts that allows athletes to take mental breaks without risking compensation or obligations. A global movement to put well-being on par with performance.
Results:
• Double the growth of Corona Cero
• All time high brand health
• Tati West and Chloé Calmon are currently using their Relaxation Clause
• Brands that have been in the Olympics for years was inspired to follow our path.
• The birth of a new type of Athlete Contract that places mental health care as non-negotiable