Corona is the official sponsor of the most important teams in Mexico and is always looking for initiatives that emotionally connect with its audience. The sport most practiced by inmates within prisons is soccer, which is why, in partnership with the NGO Comunal, Reinserta and the biggest teams in Mexico, we organized a league among the country's top prisons so that recruiters could find the best talent and fulfill their dream of playing on a professional team. All the matches were broadcasted in deferred mode through television channels and digital media. This way, we used soccer as a platform for inclusion that will be sustained over time.

In partnership with the NGO Comunal and Reinserta, we organized a soccer league at the Reclusorio Norte in Mexico City, where the six main prisons in Mexico participated.

Recruiters from the most important clubs in Mexico sponsored by Corona attended the event and observed over 160 players, selecting the best talent to join the clubs once they are released from prison.

All matches were streamed on national broadcast TV and on digital platforms.

Those who were not able to participate will be able to enjoy the remodeled fields by Corona and play in a Second Chance league next year.

This initiative not only improved the quality of life of the inmates, but also generated coverage in sports media that organically reached Corona Mexico's target audience.

We wanted to demonstrate that everyone deserves a second chance, no matter where they come from, using the most popular sport in the world as a platform for social reintegration.

By combining two of Corona's most important pillars, inclusion and soccer, we were able to emotionally connect people with our brand.

Corona is a brand that embodies a message of democratization, being a beer that doesn't discriminate by class, and that's why we can give a message of inclusion.

Through the NGO Comunal, Reinserta and the security secretariat of the Government of Mexico, we were able to organize a league among the main prisons in Mexico.

Corona provided all the necessary materials for this initiative to take place; refurbished the prison fields, built locker rooms, and provided uniforms for the teams.

The Second Chance League was launched on Friday, April 14, 2023.

Transportation had to be coordinated for six different prisons to come and play at the Northern Penitentiary, the official league venue.

In addition to being watched by recruiters from the most important clubs in Mexico, the matches were also broadcasted on national channels and sports media, albeit with a delay.

The Second Chance League demonstrated the true power of soccer.. The most important sports media outlets talked about the program. America FC, the most popular club in Mexico, hired an inmate, José Santillán, to join the team once he is released from prison. Other important clubs are working to hire other inmates when they are released from prison. And the program had an impact far beyond the participants, as Pachuca recruiters are in talks to hire the son of one of the inmates who they saw play, who has the same abilities as his father.

We also achieved:

91% positive sentiment on social media.

2 billion impressions.