Corona Cero strikes Olympic partnership with Canadian committee to promote winter sport
Alcohol-free beer brand to launch digital series and ski pass giveaway as part of winter campaign
Corona Cero has signed its first partnership with the Canadian Olympic Committee, aiming to reconnect adults with winter sport through on-mountain events and outdoor viewing spaces.
The alcohol-free beer label, owned by Labatt Breweries of Canada, said the campaign would encourage Canadians to step away from daily pressures and re-engage with nature by following Team Canada athletes in the lead-up to the Milano Cortina 2026 Olympic Winter Games.
“Canada’s winters are a part of who we are, and cheering for our nation’s athletes on the world’s biggest athletic stage can bring a renewed connection and inspiration to engage in winter sports again,” said Natalie Lucas, Head of Above Core at Labatt Breweries.
Corona Cero will launch a three-part digital series titled Behind Every Golden Moment, featuring Team Canada athletes Cassie Sharpe, Deanna Stellato-Dudek, Maxime Deschamps and Antoine Gélinas-Beaulieu.
“If partnering with Corona Cero and the COC helps even one person feel inspired to disconnect from routine and get back outside to engage in a sport they lost touch with, then it matters,” said Sharpe, an Olympic freestyle skier and global athlete ambassador for the brand.
Viewing areas will be set up at Whistler Blackcomb, Lake Louise and Mont Tremblant for official Olympic Winter Games watch parties.
As part of the initiative, 1,000 one-day Golden Ski Passes will be awarded to reduce financial barriers to participation. The passes, valid through 1 May, will be distributed as 500 at Mont Tremblant, 250 at Whistler Blackcomb and 250 at Lake Louise.
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Canadians can enter the draw beginning 6 February at midday Eastern Standard Time. The contest closes at 9:59:59 a.m. EST on 26 February.
According to a Harris Poll Quest survey of 1,000 Canadian adults who played sports as children, 87% said winter sports were once an easy way to disconnect and spend time outdoors. The survey had a margin of error of ±3.1 percentage points at the 95% confidence level.
The Recap
- Corona Cero partners with Canadian Olympic Committee for winter sport outreach.
- One thousand free Golden Ski Passes offered at three mountains.
- Contest opens 6 February; closes 26 February for entries.
