The non-alcoholic beverages sector continues to be one of the most active sectors globally in sports sponsorship. Some of the world’s most recognizable beverage companies, including PepsiCo and Coca-Cola, dominate the sport sponsorship in the Americas, with soccer deals accounting for over 40% of the total deal volume in 2024, reveals GlobalData, a leading data and analytics company.

GlobalData’s latest report, “Sponsorship Sector Report – Non-Alcoholic Beverages Americas 2024,” reveals that the National Basketball Association’s (NBA) partnership with PepsiCo ranks as the largest non-alcoholic beverages deal across the Americas. Across the region, Coca-Cola is the most active brand with 101 active deals in 2024.

Olivia Snooks, Sport Analyst at GlobalData, comments: “With an estimated annual value of $20 million, the largest deal in terms of annual value is Coca-Cola’s partnership with US Soccer. American Football closely follows behind soccer in second, with the sport’s largest deal being PepsiCo’s partnership with the National Football League (NFL).”

The NBA’s partnership with PepsiCo sees the non-alcoholic beverages brand serve as the exclusive food and beverage partner of the NBA, the G-League, and the WNBA. Spanning across five years, the deal has an estimated total value of $500 million. The NFL’s deal with PepsiCo sees the company use NFL premium rights for its brands. Pepsi also gets the pouring rights at top NFL events, with its sports drink Gatorade retaining high visibility on the sidelines. This deal has an estimated total value of $375 million across five years.

Snooks continues: “The major sports leagues across the US dominate the non-alcoholic beverages brand spend across the region. Given the popularity and commercial power of these sports leagues, including NBA, NFL, National College Athlete Association (NCAA) and National Hockey League (NHL), it is no surprise that the likes of PepsiCo and Coca-Cola have focused their spend with these properties.”

Coca-Cola and PepsiCo are the two most dominant non-alcoholic beverages brands across the Americas region. Coca-Cola is the most active, while PepsiCo is the largest spender in 2024. In terms of brand spend, Keurig Dr. Pepper ranks in third; however, there is a significant gap between Coca-Cola and PepsiCo, and the rest, as the two brands have a far greater presence across the Americas than any other brand across the sector.

Snooks concludes: “Both PepsiCo and Coca-Cola have established a vast dominance in terms of sports sponsorship, especially across the Americas region. Both brands have expanded beyond their flagship products to include a variety of beverages, enabling a greater presence in the market, in terms of sports sponsorship.”