NEWS AND COMMUNICATIONS

Women’s sports are growing at a pace that many marketing budgets still do not reflect. While audiences and interest continue to expand, sponsorship in this category is emerging as one of the most compelling opportunities within the global sports ecosystem. The data confirms it. The FIFA Women's World Cup 2023  reached a cumulative global audience of 1.98 billion viewers—clear evidence of the reach and international potential of these competitions. At the same time, Deloitte  

Multiple digital behavior studies agree on one key insight: Generation Z does not avoid brands. What they actually avoid is anything that feels forced, opportunistic, or disconnected from their cultural context. This distinction is essential for understanding how sponsorship strategies must evolve within the ecosystem of events, sports, and entertainment. New audiences don’t just consume experiences. They participate in them, reinterpret them, and amplify them. Participation

By SMART Sponsorship Evolution In 2025, Corona , the most recognized Mexican beer in the world, celebrates 100 years of history  — and it’s doing it the way it knows best: by bringing people together . Corona Capital 2025 , taking place from November 14 to 16  at the Autódromo Hermanos Rodríguez , will be more than just a festival — it will be the culmination of a century in which the brand has carried Mexico’s name to every corner of the planet. From Mexico to the World Sinc