Corona Cero launches TIME CERO campaign with global athlete roster for Milano Cortina 2026

Corona Cero has announced a global team of athlete ambassadors who will lead its TIME CERO initiative at the Olympic Winter Games Milano Cortina 2026, promoting mindfulness and balance amid competition.

Developed in partnership with the International Olympic Committee and Athlete365, TIME CERO aims to help athletes slow down, stay present and embrace moments beyond performance.

Team Corona Cero includes Arianna Fontana (Italy, short track speed skating), Ayumu Hirano (Japan, snowboard), Cassie Sharpe (Canada, freestyle skiing), Katie Ormerod (Great Britain, snowboard), Lucas Pinheiro Braathen (Brazil, alpine skiing), Marie-Philip Poulin (Canada, ice hockey), Mark McMorris (Canada, snowboard), Matt C. Smith (South Africa, cross-country skiing), Matt Weston (Great Britain, skeleton), and Suzanne Schulting (Netherlands, speed skating).

The programme begins with the signing of the brand’s Relaxation Clause, a symbolic pledge to prioritise wellbeing throughout the Olympic experience.

“For Every Golden Moment is more than medals or milestones — it's also about the small, meaningful moments that make the Olympic journey unforgettable,” said Richard Oppy, AB InBev’s global president of premium brands.

Corona Cero will create Cero Stress Zones inside Olympic Villages, operate Mobile Plant Shops, distribute engravable Golden Bottle keepsakes, and host Casa Corona hospitality spaces in select National Olympic Committee houses.

Fans of legal drinking age will be able to engage with the brand in Milano and Livigno through the Corona Hotel mountain lodge, beer gardens and pop-up activations.

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“The Winter Olympic Games move fast, and it is easy to miss how special each moment really is,” said Cassie Sharpe. “TIME CERO reflects something I truly believe in: slowing down, staying present, and appreciating that the moments that happen along the way are just as important as the competition itself.”

Following the Games, ambassadors may take part in a TIME CERO Retreat on Corona Island, the company said.

The Recap

• Corona Cero named global athlete ambassadors for Milano Cortina 2026.
• Roster includes Arianna Fontana, Ayumu Hirano and Mark McMorris.
• Ambassadors may attend TIME CERO Retreat on Corona Island after Games.