Americas Non-Alcoholic Beverages Sports Sponsorship Landscape, 2023 – Analysing Biggest Deals, Sports League, Brands and Case Studies

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Coca-Cola is the most active brand in the sector with 109 partnerships in 2023, thanks to agreements with significant organizations and teams including US Soccer, Nascar, Major League Soccer, Copa CONMEBOL Libertadores, Boston Red Sox and the Mexican Football Federation. Total sponsorship value for the biggest spending brand PepsiCo is approximately $322.96 million annually, and roughly $1.1 billion over deal durations, the bulk of which stems from major agreements with the NBA, New York Jets, New York Giants, NFL and the Dallas Cowboys. Combined, PepsiCo and Coca-Cola’s deals in 2023 account for 75.4 per cent of the sector’s spending across the Americas, which highlights the dominance of the two brands. Soccer remains the most attractive sport to sponsor for non-alcoholic beverages brands within the Americas, given its enormous following and growing profile within North and South America. The total value of soccer deals accounts for 17 per cent of the overall spend, the majority of which is accounted for by high-value deals with major soccer properties including US Soccer, the Brazilian Football Confederation, Red Bull Bragantino, Major League Soccer, New York Red Bulls and Lionel Messi. 104 of these active deals are with brands headquartered in a country within the Americas, indicating that a huge proportion of the Americas sponsorship comes from the home region. Seven brands from Europe have secured deals across the Americas region. Red Bull has secured the greatest number of deals for any brand based in Europe. It’s partnerships include deals with New York Red Bulls, Red Bull Bragantino, Neymar and the Formula 1 Las Vegas Grand Prix.


The report looks to offer a detailed insight into the non-alcoholic beverages sector across the Americas region. It explores all the main active brands in the sector as well as detailing the movement in the sector over the last few years in the sports sponsorship industry.

Key Highlights

A detailed overview of the non-alcoholic beverages sector across the Americas region. Outlining sectors influence in sports sponsorship and the main brands involved in attaining lucrative deals across multiple sports.

Reasons to Buy

For those wanting an in-depth analysis of how the non-alcoholic beverages sector across the Americas region performed in the sports sponsorship industry, in the sense of both business and popularity.

Red Bull
Monster Energy
Keurig Dr Pepper
Smoothie King

Table of Contents


– Executive Summary

– Introduction

Market Insights

– Sponsorship Market Trend

– Average Contract Deal Length’s

Sector Analysis

– Sector Summary

– Top Sports by Value and Volume

– Most Attractive Sports League and Sports Properties

– Product Category Breakdown

– Biggest Deals Within The Sector

– Key Product Sponsorship Markets

– Top 10 highest value deals expiring in 2023

Case Study

– New Orleans Pelicans and Smoothie King

– Biggest athlete deals of non-alcoholic beverages brands across the Americas

Brand Analysis

– Brand Summary

– Brand Spend per Location

– Most Active Brands

– Biggest Spenders

– Key Brands Analysis


– Sources

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