CORONA

Corona took a stand against one of the most discriminatory chants in Mexican football. Every time a goalkeeper prepared to take a goal kick, stadium crowds would shout “Eh, Puto” — a homophobic insult deeply rooted in the culture of the game. As a sponsor of Mexican football, Corona decided not to stay silent. Instead, the brand bought television airtime timed precisely to the moment before every goal kick, replacing the chant on broadcasts with complete silence and a powerful message: “Silence violence before it spreads.” By turning media space into a symbolic act of protest, Corona transformed silence into the loudest statement in the stadium.