CORONA has been present in soccer in Mexico. It has been the brand in charge of promoting the National Team in different world cups. We have accompanied men's soccer in moments of success, triumphs, brilliance. We speak to the largest number of fans of this sport, through some of the most relevant clubs in the country. It was time to take a closer look at the women's soccer revolution and be part of it. To share our efforts with soccer, both men and women, taking equity and inclusion as flags.

Mexican fans already relate CORONA as one of the leading brands in the experience and diffusion of soccer. This time we wanted to go beyond the field, and become part of the change in support of all the soccer players in our country.

The first thing we tried to do was spread the word about women's soccer. Let the fans know about the existence of the women's league and be interested in it. The whole country had to be told that women could also compete and create a show through their skills on the court. At the same time, we wanted to act on different pillars: to help these footballers to have better life chances. Salaries are not fair. We need to make a difference so that they can continue playing, and at the same time, generating economic resources. That was when the idea of ??educational clinics arose, where we teach how to undertake and generate more profits for the players. Another important point is the creation of spaces for the development of women's sport. That is why we join forces with other brands to create spaces for its correct practice.

Strategy was divided into 2 points: communication on digital platforms to disseminate information of the women's sport, and active support, which seeks tangible help for our athletes.

First, the objective was that our digital platforms were filled with women's soccer, so more fans would know the sport and are interested in it, generating conversation that reaches more soccer lovers.

Second, we set ourselves three objectives: create spaces for the development of sport, where we look for partners to support the action. At the same time, the idea of ??creating training and support spaces for our players came.

Our objective is to reach every soccer lover age +18 in Mexico and all fans who enjoy football, so they can join our movement and support women's soccer.

We want to impact different organizations who can join to support and achieve a real change in the lives of our soccer players.

In the digital strategy, the first thing we did was increase the number of content that we activated, with the intention that women's soccer had a space in our communication, solid and precise.

For the dissemination of communication around women's soccer, we paid guidelines on television, in programs where only men's soccer was discussed, so that they included a women's segment.

The next thing we did was look for allies to create spaces for the practice of sport. And we found COMEX with whom we already executed the first of four courts.

Finally, we started a series of educational and training clinics that will help the players to generate more income, in order to take care of their economies, in response to the low salaries in professional women's soccer.

More than 100 thousand people impacted with digital content of women's soccer.

More than 3 million people impacted with information about women's soccer on television guidelines.

Three sponsored clubs in the Mexican women's championship.

The first of four fields ready for the practice of women's soccer.