The sport most practiced by inmates within Mexican prisons is soccer. That's why we organized the first league among prisons, which took place at Reclusorio Norte, the official headquarters of the Second Chance League. Recruiters from the main teams sponsored by Corona selected the best players to be part of their squads once they are released.In partnership with Fox, the league was broadcasted on television and digital media in deferred mode so that all soccer fans can follow the tournament, just like they follow any other league in the world.

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.

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, which are inclusion and soccer, we managed to emotionally connect people with our brand. Unlike the rest of the world, in Mexico, Corona beer is chosen by people with less economic resources, many of whom have a close relationship with the problem of ex-convict job reintegration.

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.

Through the NGO Comunal, Reinserta and the Ministry of Security of the Mexican Government, we were able to organize a soccer league among the main prisons in Mexico. Corona provided all the necessary material for this initiative to take place; refurbished the prison fields, built dressing rooms, and provided uniforms for the teams. The Second Chance League was launched on Friday, April 14th, 2023.

Coordination was necessary to transport players from six different prisons to the official league venue at Reclusorio Norte. In addition to being observed by recruiters from the most important clubs in Mexico, the matches were broadcasted on national channels and sports media

The Second Chance League demonstrated the true power of soccer. The most important sports media outlets talked about the program.

Club America, the largest in Mexico, hired an inmate, José Santillán, to join the club once he is released from prison.

Other important clubs are working to hire other inmates when they are released.

And the program had a much broader reach than the participants, as Pachuca recruiters are in talks to hire the son of one of the inmates they saw play, who has the same abilities as his father.

We also obtained:

91% positive sentiment on social media.

2 billion impressions

Corona beer is the quintessential beer and a source of pride for Mexico, which democratizes the population.

In addition, it is the sponsor beer of the best teams in the National League of Mexico. On the other hand, in Mexico, the rates of job reintegration for people who have been incarcerated and released do not exceed 10% due to existing prejudice and a lack of job reintegration plans within the prisons.

That's why, through this campaign, we achieved an emotional connection with our audience, as the vast majority of incarcerated individuals come from a low socioeconomic background.