Beverage & Sponsorship: An Overview

Brands in every sector are investing billions of dollars into sports sponsorships to reach sizeable audiences and gain brand recognition. Beverage brands are key sponsors for sports properties across a multitude of sports and many brands have found success in these partnerships. Many major beverage brands, including alcoholic and non-alcoholic beverages, have partnered up with some of the most popular sports properties in the world. Athletes, leagues, and teams such as Lionel Messi, the NFL, the Dallas Cowboys, Tyler “Ninja” Blevins, Alex Morgan, Usain Bolt, and Dwyane Wade have signed multi-year deals with major beverage brands. Both parties, the brand and the sports property, can use metrics to measure the impact of these sponsorships to know how valuable they truly can be.

Social media has emerged as one of the most powerful ways to reach fans for brand sponsors. Audiences are more willing to follow their favorite athletes, teams, and leagues on social media and prefer and trust the brands endorsed by those sports properties. Social media has opened new channels for brand sponsors to tell their brand story directly to consumers, either through partnerships with a particular influencer / property or through their own social channels.

The Beverage category is broadly classified into four major sub-segments for this report: Beer, Spirits, Soft Drinks, and Sports Drinks. In this report, a few brands from each sub- segment are compared to show which brand has a more effective sponsorship portfolio.

Hookit’s beverage brands in sponsorship report helps sponsors in this category identify how well their sponsorship portfolio performs in terms of social media promotion compared to their competitors. This report also identifies which sponsored properties are the most effective at promoting these brands. To do this, Hookit uses its revolutionary Promotional Effectiveness score to rank and compare selected properties. Download the report now!