NEWS AND COMMUNICATIONS

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

By SMART Sponsorship Evolution Corona Capital 2025 is ready to make history. From November 14 to 16, the Autódromo Hermanos Rodríguez will once again come alive with one of the most powerful, emotional, and eclectic lineups in recent years. On its 15th anniversary, the festival celebrates not only music, but also an era, a legacy, and the power of connection between generations. A lineup that unites past, present, and future The 2025 edition reaffirms why Corona Capital has