“Horns Up, Limes In!”

That’s the new slogan Corona Extra has adopted as part of a new sponsorship agreement with the University of Texas athletics department.

Announced this week, the sponsorship will include access to Texas’ football, basketball and baseball programs, a responsible drinking campaign, hospitality, tickets, exposure on the Longhorn Network, and access to the alumni community dubbed the “Texas Exes,” according to Chron.com.

“Texas is proud to join with the Corona Extra team to promote the excitement and pageantry of collegiate sports,” athletic director Mike Perrin said in a statement.

It’s the latest in a wave of collegiate athletics department forays into the beer industry — Texas began selling beer at sporting events two years ago.

The beer brand will unveil a tailgating venue called the “Corona Beach House” for fans outside Darrel K. Royal-Memorial Stadium, and will feature taps with Texas branding.

The deal marks the first time an imported beer brand has partnered with a university in the United States.

 

Jason Scott is Online Managing Editor of Athletic Business.