0 items USD 0.00The Rise of Alcoholic Beverage Sponsorships in Sports
Most sporting clubs around the world have a commercial interest in the provision of food and beverage (including alcohol). Individual sports events are backed by participant teams of countries/clubs or franchises, such as football, cricket, tennis, soccer, etc. derive income from being licensed to serve alcohol.
Leading Dutch company Heineken is the sports industry’s most invested brand. Heineken pays out just USD 118.3 million annually on sports sponsorship deals.
The alcoholic beverages industry is estimated to shell out USD 462.77 million across 666 sponsorship deals with European sports properties. As alcoholic consumption is widely regarded as an important component of watching sport, sponsorship thus provides alcoholic beverage brands a direct route to reach and engage with their target audience and ultimately, drive sales growth, says GlobalData, a leading data and analytics company.
Alcohol’s endemic nature with sport has seen alcoholic beverage sponsorships become a staple within the sporting landscape. For alcoholic beverage brands, sport sponsorship is one of the keystones of their marketing activities, as sports fans often represent a collective gathering of a demographic which aligns well with that of their target audience.
Beer brands dominate, accounting for 67% of the sector’s total spend and 61% of the total volume of deals. Heineken and its non-alcoholic beer brand Heineken 0.0 spearhead the sector’s spend, contributing an estimated USD 187.32 million across 44 deals. This is USD 150 million more than any other brand and accounts for almost 41% of the total spend of alcoholic beverage sponsors in Europe.
Continental sports properties, such as the UEFA Champions League and UEFA Euro 2020 are generating the most revenue through alcoholic beverage brand sponsorships in comparison to any single market territory. It has been observed there are 18 deals estimated to be worth over $200m combined, which is 43.7% of the total sponsorship revenue generated from the sector in Europe because sponsorship of continental sports properties grant extensive rights and engagement opportunities across a range of markets. Therefore, sport properties have the ability to reach consumers on a mass-scale.
The UK sports market is the most attractive single market territory for alcoholic beverage sponsors with 21% of the sector’s total sponsorship spend channelled towards the market, while 29% of the total volume of deals are with UK sports properties.
"Alcoholic Beverage Sport Sponsorship in EMEA (Europe, Middle East and Africa) 2021 Landscape – Analysing COVID-19 Impact, Top Sponsor Brands and Sponsorship Sector", report provides an overview of the alcoholic beverages sponsorship landscape in Europe. The report analyses the biggest deals, provides a breakdown of the sector, analyses the major alcoholic beverage sponsorship markets and which sports are attracting the most alcohlic beverage sponsorships in terms of deal volume and overall deal values. The report also analyses the major players within the alcoholic beverage sponsorship landscape, focusing on the most active brands, the biggest spenders and which markets they are from.
Discover the direction of brand spend in terms of which markets and sports in Europe are attracting the most alcoholic beverage deals and generating the most value.
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