EMEA Alcoholic Beverages Sport Sponsorship Landscape – Biggest Brands and Spenders, Venue Rights, Deals, Trends and Case Studies
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EMEA Alcoholic Beverages Sport Sponsorship Report Overview
The EMEA alcoholic beverages sector has recorded an estimated annual spend of $ 403.66 million in sports sponsorship for 2023. There are 338 different brands currently engaged in sports sponsorship agreements across EMEA. There has been an increase in deal value owing to the mutually beneficial partnerships between alcoholic beverage brands and sports rights holders. These sports partnerships offer immense opportunities for the alcoholic beverages brands to raise the profile of the brand across the EMEA region, enhance engagement with a vast loyal fan base of the sponsored property, and drive brand affinity.
The EMEA alcoholic beverages sports sponsorship report provides deep insights into the EMEA alcoholic beverages sector sponsorship market trend, most active sport, and product categories. The report has also analyzed the key product sponsorship markets, most attractive sports leagues, and property deals within the sector companies.
Sponsorship Value (2023) | $403.66 million |
Key Sporting Sectors | · Soccer
· Rugby Union · Motor Racing · Tennis · Ice Hockey |
Key Active Brands | · Heineken
· Amstel · Budweiser · Asahi · AB InBev |
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EMEA Alcoholic Beverages Sport Sponsorship Market Dynamics
Over the past few decades, the alcoholic beverages sector has been one of the most lucrative partners to the sports industry with alcohol brands acquiring the branding and marketing rights of numerous sports teams, events, and stadiums around the world to build brand affinity.
In the EMEA, most of the brand spending comes from brands with headquarters in the US and Europe. US-based AB InBev and Dutch brewer Heineken drive most of the investment into the EMEA market. French brands, specifically champagne brands, have a significant number of international deals in place with the likes of Lords Cricket Ground and the RFU. These deals provide a natural synergy for champagne brands in the traditional spraying of champagne after a race win.
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EMEA Alcoholic Beverages Sport Sponsorship Market Segmentation by Sport Types
Soccer remains the most lucrative sport within EMEA in terms of sponsorship value and deal volume in 2023
The key sports associated with the EMEA alcoholic beverage sports sponsorship landscape are soccer, Soccer, Rugby Union, Motor Racing, Tennis, and Ice Hockey among others. Soccer represents the most lucrative market for alcoholic beverages sector spend, followed by Rugby Union, and Motor Racing. A few of the leading high-profile soccer deals include Heineken’s deal with the Champions League, and Budweiser’s deal with the Premier League.
EMEA Alcoholic Beverages Sports Sponsorship Market Analysis by Sporting Sectors, 2023 (%)
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EMEA Alcoholic Beverages Sport Sponsorship Market - Competitive Landscape
Heineken garners the highest number of deals and emerges as the biggest spender in 2023
A few of the key brands in the EMEA alcoholic beverage sports sponsorship market are:
- Heineken
- Amstel
- Budweiser
- Asahi
- AB InBev
Heineken is the leading active brand across the EMEA region with the highest volume of deals. The company, alongside being the most active brand, is also the biggest spender in 2023. Heineken’s deal with UEFA is the largest in the EMEA market. The UEFA partnership gives Heineken a significant branding footprint across Europe and allows the brand to associate itself with multiple matchdays throughout the season. The brand also has several smaller partnerships with numerous teams across Europe, with its partnership with the London Stadium, home of West Ham United, delivering a value of over 3.75 million.
EMEA Alcoholic Beverages Sports Sponsorship Market Analysis by Brands, 2023 (%)
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EMEA Alcoholic Beverages Sponsorship Sports Types Outlook (Value, $ Billion, 2018-2023)
- Soccer
- Rugby Union
- Motor Racing
- Tennis
- Ice Hockey
Scope
This report looks to offer a detailed insight into the alcoholic beverages sector across the EMEA region. It explores all the main brands in the sector as well as details the movement in the sector over the last few years in the sports sponsorship industry.
Key Highlights
A detailed overview of the alcoholic beverages sector across the EMEA 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 alcoholic beverages sector across the EMEA region performed in the sports sponsorship industry, in the sense of both business and popularity.
Carlsberg
Mahou
Molson Coors
Amstel
AB InBev
Jupiler
Carling
Estrella Damm
Bitburger
Sagres
Greene King
Estrella Galicia
Budweiser
San Miguel
Thatchers Cider Company
Pernod Ricard
Loch Lomond Group
Krombacher
Guinness
Asahi
Veltins
Singha Beer
Casillero del Diablo
Stella Artois
Super Bock
Table of Contents
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Frequently asked questions
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What is the estimated annual spend by the EMEA alcoholic beverages market for sports sponsorship in 2023?
The EMEA alcoholic beverages market has recorded an estimated annual spend of $403.66 million in sports sponsorship for 2023.
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Which are the key sporting sectors associated with the EMEA alcoholic beverages sports sponsorship?
The key sporting sectors associated with the EMEA alcoholic beverage sports sponsorship are Soccer, Rugby Union, Motor Racing, Tennis, and Ice Hockey among others.
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Which is the most lucrative sport associated with the EMEA alcoholic beverages sponsorship landscape in 2023?
Soccer remains the most lucrative sport associated with the EMEA alcoholic beverages sponsorship landscape in 2023.
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Which are the key brands in the EMEA alcoholic beverages sports sponsorship?
The key brands in the EMEA alcoholic beverage sports sponsorship are Heineken, Amstel, Budweiser, Asahi, and AB InBev among others.
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