The Rams have "landed Corona as their import beer sponsor, the first of eight to 10 new partnerships that the relocated team expects to announce before its first regular-season game next month," according to King & Kaplan of SPORTSBUSINESS JOURNAL. The three-year deal is the "first major sponsorship the team has closed" since being approved to move to L.A. The NFL has "prohibited the Rams from selling sponsorships in their new Inglewood stadium," scheduled to open in '19, until it has "determined whether a second team will join them there." So the club is "cutting three-year deals for its interim time" in L.A. Memorial Coliseum. Though MillerCoors has a "heavy presence in the stadium" by virtue of its deal with USC, Corona "secured most of the Rams game-day assets it considered important, including availability of Corona Extra and Corona Light in cans and on draft at portable stands throughout the stadium, as well as a beach-themed tailgate area outside the gates." It also will have "temporary signs in the end zone on Rams game days and will sponsor in-stadium replays." Corona also will "use Rams logos on its packaging in-market and will serve as presenting sponsor of Los Rams during the NFL’s Hispanic Heritage Month program." The Rams "expect to sign a domestic beer sponsor, as well." They "have been in negotiations" with Anheuser-Busch InBev, which held rights when the team was in St. Louis (SPORTSBUSINESS JOURNAL, 8/8 issue).
