In Mexico, native communities predominantly hear the radio to follow the Mexican National team soccer games. Unfortunately, they only get to listen to it in Spanish. While Spanish is Mexico’s official language, most people don't know that 15% of the Mexican population belongs to indigenous communities that speak one of 68 native languages. We are talking about millions of people who cannot indulge, enjoy and share their passion for soccer with their communities in their native language until now.

As the official sponsor of the Mexican National Team, Corona wants to make sure all fans feel included to enjoy the sport and team they love. We decided the best way to do this was to have people from these communities narrating the Mexican National Team matches over the radio in their native tongue for the first time ever in a national broadcast because the National team should be for EVERYONE.

The initial step involved organizing a casting call across Mexico to find the most talented soccer sportscasters fluent in their native language. After evaluating 850 sportscasters who auditioned at local radio stations, we selected six individuals to travel to Mexico City and the Azteca Stadium. There, they had the chance to narrate the national team matches on the radio in their native languages. The Corona Native Sportscasters' broadcasts reached 75 local radio stations, featuring languages such as Maya, Nahuatl, Mixteco, Chatino, Zapoteco, and Mixe, ultimately achieving our primary goal. With a total audience of 15 million listeners, the indigenous communities celebrated Mexico's qualification for the World Cup, experiencing the games in their languages for the first time.

Our efforts continued. Following Mexico's qualification, fans naturally wanted to tune in to the 2022 Qatar World Cup games. Encouraged by the overwhelmingly positive feedback, we brought all the broadcasters to the Fan Fest events in Mexico City. At the same time, one of them had the opportunity to travel to Qatar for the World Cup itself. With a total audience of 15 million listeners, the indigenous communities celebrated Mexico's qualification for the World Cup, experiencing the games in their languages for the first time.