The pros and cons of beer and sports partnerships

Sports events, like breweries, are gathering places geared toward fun and entertainment and food and drink, so it’s no wonder both beer and sports are old teammates. In the sprawling landscape of various sports leagues — college, pro, football, soccer, yachting, whatever — interesting strategic partnerships continue to flourish between craft breweries and sports teams. These relationships, established through sponsorships and partnerships, are not just about slapping a logo on a billboard or can but are a calculated business move designed to leverage the communal spirit of sports to bolster brand recognition and loyalty. Let’s learn how.

The why: strategic marketing in action

Beer and sports have long shared a symbiotic relationship, with many fans enjoying a cold brew while watching a game. Recognizing this natural pairing, craft breweries have seized the opportunity to tap into a captive audience through sponsorships. The rationale is straightforward: sports events provide a massive platform with broad, diverse, and engaged viewership that can significantly enhance brand visibility. Marketing through sports sponsorships allows breweries to:

• Increase Brand Visibility: Sports events attract large audiences both in-person and via broadcast media, offering brands repeated exposure.
• Enhance Brand Association: By associating with beloved sports teams, breweries can evoke strong emotional connections with fans, aligning the brand’s image with the excitement and passion of sports.
• Target Demographics Precisely: Sports marketing allows breweries to target specific demographic segments based on the sport’s fan base, optimizing their marketing efforts.

The how: execution of sponsorships

Breweries often engage in several forms of sponsorships:

• Signage and Broadcast Ads: Prominent logos in stadiums and ads during broadcasts.
• Exclusive Beverage Rights: Becoming the official beer of a team or league, which might include exclusive selling rights within stadiums.
• Limited-Edition Products: Launching special edition brews commemorating a team or significant sporting events.
• Fan Engagement Activities: Hosting fan zones, pre-game events, and interactive social media campaigns.

Pros of beer sports sponsorships

1. Broad Reach: Sports fans form a wide and varied group, offering breweries a vast market to tap into.
2. Loyal Customers: Sports fans demonstrating loyalty to their teams may extend this loyalty to sponsors perceived as supporting their favorite teams.
3. Enhanced Community Engagement: Sponsorships can position breweries as active participants in the community, especially local or regional brands sponsoring local teams.

Cons of beer sports sponsorships

1. High Costs: Securing sponsorship deals, especially with major leagues or teams, can be costly.
2. Regulatory Hurdles: Advertising alcohol is subject to stringent regulations which vary by region, complicating marketing efforts.
3. Risk of Negative Association: If a team performs poorly or is involved in scandals, the brewery’s brand might suffer by association.

The impact and future outlook

The effectiveness of these partnerships often hinges on a brand’s ability to genuinely engage with sports fans rather than merely appearing during commercial breaks. The future of brewery sponsorships in sports looks robust, with innovations in digital marketing and fan engagement promising even greater integration of these brands into the sports experience. However, the shifting landscape of media consumption and increasing public scrutiny of alcohol advertising are factors that breweries will need to navigate carefully.

In summary, while the alliance between breweries and sports teams is a natural fit due to shared demographics and interests, the success of such sponsorships depends on thoughtful execution and maintaining a balance between visibility and genuine fan engagement. As sports continue to be a unifying global passion, beer sponsorships, handled wisely, represent a potent marketing channel for breweries looking to expand their reach and impact. Now, let’s look at some recent craft beer news focused on big sports sponsorships.

Ancient City Brewing is the craft beer partner of the Jacksonville Jaguars

St. Augustine’s original craft beer will now be the proud craft beer partner for Jacksonville’s home football team — the Jaguars. Greg Tuttle and his team at Ancient City Brewing (ACB) have been handcrafting a beloved selection of beers since 2015. But they’ve been secretly creating a new brew just for the Jags at their Brewhouse — 1^st & Gold Golden Ale. This limited-edition golden ale is powerful and robust, just like a Jags roar, and proudly recognizes the team’s 30^th season in the National Football League. 1^st & Gold Golden Ale’s rookie season began August 10^th at the Jacksonville Jaguars’ first pre-season game against the reigning Superbowl Champions, the Kansas City Chiefs.

“To say we’re excited would be an understatement,” says founder and president Greg Tuttle. “I’m a rare born and bred St. Augustinian and, of course, a Jaguars fan from the very beginning. We bleed teal and gold around here. To be able to create something that represents the team and the 904 and have it served at EverBank Stadium is pretty cool. We love the beer, love the can design, and we can’t wait to see them in the hands of the fans. My team and I have been working on this for a while, so it’s really great to finally be able to put it out there.”

Ancient City Brewing has been crafting great local beers in the Nation’s Oldest City since 2015. 1^st & Gold Golden Ale will be offered at EverBank Stadium beginning August 10^th in a custom-designed 19.2-oz tall can. This includes the Lower Levels and Terrace Suites. It will eventually be available for purchase at various retailers in a standard 12-oz can. Golden ales are a traditional brew featuring a pale color and cereal-like malt sweetness with very little bitterness.

1^st & Gold Golden Ale has a crisp, clean aroma with a refreshing yet subtle hop note. Its delicate fruitiness offers a slight malty sweetness to round out the finish. It is an approachable and fresh brew with craft sensibilities, perfect for enjoying in the Northeast Florida heat while cheering on the home team. ACB still brews and cans its own beers at its Brewhouse, located in an industrial warehouse complex just off SR 16 and I-95. Locals and visitors alike can enjoy a freshly poured beer at the flagship Brewhouse or the Downtown Taproom on Cathedral Place in St. Augustine. In addition to 1^st & Gold Golden Ale, ACB creates seasonal varieties and its core brews: Augustine’s Orange Amber Ale, Galleon’s Golden Ale, Castillo Coconut Porter, Matanzas River Red Ale, and Ponce’s Pale Ale.

Athletic Brewing named official non-alcoholic beer partner of Arsenal F.C.

Athletic Brewing Co., America’s largest non-alcoholic brewery, recently announced it has teamed up with Arsenal, becoming the club’s first Official Non-Alcoholic Beer Partner. Starting this August, the partnership will see cans of Athletic’s award-winning Run Wild IPA available at Emirates Stadium for all men’s and women’s matches. Additionally, Run Wild IPA will be served on draft at the club level.

“As we continue to grow our footprint in the UK, we’re honored to partner with Arsenal, an institution synonymous with not just English football, but the sport on a global stage,” said Bill Shufelt, Co-Founder and CEO of Athletic. “Football is a sport that is a catalyst for community building, with fandom being passed down from one generation to the next. Our international footprint is expanding, and alcohol moderation is sweeping the globe, specifically among the next generation of consumers. This partnership represents an exciting milestone in our journey to revolutionize the way the world drinks. Whether supporters are enjoying an Athletic at home, at the local pub, or on the concourse at Emirates Stadium, we’re excited to be a part of Arsenal matchdays this season.”

To amplify the partnership, Athletic will also invest in a marketing campaign featuring Arsenal players and will run a series of promotions, including in-stadium sampling activations, social media giveaways, and VIP supporter experiences.

“One aspect of this partnership that truly excites us is its inclusion of both the men’s and women’s teams,” added Shufelt. “With Arsenal Women making Emirates Stadium their new main home this season, we’re thrilled to be part of the matchday experience for all the team’s supporters by serving our brews throughout the stadium. The popularity of women’s sports has arrived and is here to stay, and the passion for the women’s team is evident by the attendance records they have set.”

Juliet Slot, Arsenal’s Chief Commercial Officer, said, “I’m so pleased to welcome Athletic to our family. We’re all focused on moving forward after record-breaking seasons for both our men’s and women’s teams in 2023/24. New partners like Athletic are vital in supporting our growth so we can continue to invest in our teams and compete for major trophies.

“Our supporters remain at the heart of this journey, and with more matches coming to Emirates Stadium this season for both teams, we’re excited to work with Athletic to enhance our matchday offer with their brilliant non-alcoholic beer.”

Sales of non-alcoholic beer are on the rise in the UK, with spending on no-and-low alcohol beer surging by 38% on matchdays this summer¹. Meanwhile, in the U.S., off-premise dollar sales of non-alcoholic beer are up nearly 30% year-to-date².

The partnership with Arsenal demonstrates Athletic’s ongoing investment to expand in the UK, and builds upon the company’s celebration of the Summer of Sport. Following the success of its summer campaign in the U.S., Athletic last month launched the “Ask For Athletic” promotion at Mitchells & Butlers, a leading operator of restaurants and pubs in the UK, offering free cans of Run Wild IPA at participating All Bar One, Nicholson’s, and Castle Pub venues. The initiative has expanded the availability of Athletic brews to over 230 locations managed by Mitchells & Butlers.

¹ Kantar Insights, July 2024
^2,4 NielsenIQ, Total US xAOC + Liquor Open State + Conv, CYTD Wks ending 7/13/24.
³  Brewers Association Top 50 U.S. Brewing Companies 

SweetWater Brewing teams up with Atlanta United to release Rowdy Peach IPA

Calling all 17s! Editor’s note: Atlanta United is a club built on grassroots and community. So much so that they retired jersey number 17 to honor the city, the supporters, and the trailblazers who drive the club and Atlanta forward. In short, “17s” refers to Atlanta United fans. Anyways … Calling all 17s!. SweetWater Brewing Co., one of the largest craft brewers in the Southeast and a subsidiary of Tilray Brands Inc., is teaming up with Atlanta United to release Rowdy Peach IPA, a lively and vibrant new brew that celebrates the 5- Stripes and its passionate legion of supporters.

With its fresh juicy peach aromas and 6.8% ABV, this medium body IPA will get fans in the game from tailgate parties to the final whistle. Rowdy Peach IPA pays homage to Atlanta United and the unrivaled energy of its fans, with its red and black cans and name inspired by the “We Are the A” supporter chant that echoes through the stadium during every home game.

“With its easy-drinking peach flavor, Rowdy Peach IPA is truly a beer ‘from way down south’ and a toast to the rowdiest fans in MLS, the team’s fearless players, and our community’s vibrant soccer culture,” said Prinz Pinakatt, Chief Marketing Officer, Tilray Beverages. “We’re excited to continue our partnership with Atlanta United and connect even deeper with our shared community here in Atlanta.”

“Atlanta United is thrilled to bring our fans Rowdy Peach IPA as part of our partnership with SweetWater Brewing,” said Garth Lagerwey, President and CEO of Atlanta United. “We share SweetWater’s commitment to innovation, and this collaboration is a tribute to the passion and energy of our supporters. We’re excited for them to enjoy it while cheering on the team as we enter an important stretch of the season.”

Rowdy Peach IPA is available for all Atlanta United home matches, at SweetWater’s taproom,in six- packs of twelve-ounce cans, and on draft. To find the beer in a store or on-premise location near you, please visit SweetWater’s Beer Finder.

As Atlanta United’s official craft beer partner, SweetWater has elevated the gameday experience this season with tailgate activations and watch parties at its taproom, which will host the official watch party for Atlanta United’s away game against New York Red Bulls on Sept. 21, 2024. SweetWater’s taproom will also have television viewing areas for all Atlanta United matches and giveaways of limited-edition merchandise for fans of the 5-Stripes.

Yee-Haw Brewing celebrates a multiyear partnership with the Tennessee Volunteers

The University of Tennessee, Learfield’s “Vol Network”, and Yee-Haw Brewing Co. recently announced a multiyear partnership designating Yee- Haw as the exclusive craft beer of the Tennessee Volunteers. This new collaboration brings together this special group of East Tennessee organizations, all rooted in their love of Tennessee.

As part of the partnership, Yee-Haw Brewing Co., based in Knoxville, Tennessee, will release Vol Lager, the first-ever officially licensed, co-branded craft beer with the University of Tennessee. A good ol’ premium lager, born in the Tennessee hills, Vol Lager will taste like Home Sweet Home to Volunteer fans and rival SEC fans who come to Knoxville in the years ahead. Full of flavor, yet drinkable, Vol Lager will be available in both 12-oz and 19.2-oz packaged cans as well as draft, available in Yee-Haw taprooms and wherever Yee-Haw is enjoyed, starting in mid-August.

In addition to the beer, Yee-Haw Brewing Co. and the University of Tennessee will create unique fan experiences both on and off campus. Highlights of these experiences include naming rights for the Social Deck at Neyland Stadium as well as the Left Field Bar inside Lindsey Nelson Stadium. Additionally, all Yee-Haw Brewing Co. taprooms will become the Official Watch Party locations for all Tennessee athletics. Fans should also expect a co-branded merchandise line to hit shelves soon.

“Tennessee just finished their best year in athletics ever, and we couldn’t be prouder to join the team,” said Joe Baker, founder of Yee-Haw Brewing Co. “Jessi and I have been cheering for the Vols since we could walk, and now being their partner is a dream come true.”

Founded by UT Alumni, Yee-Haw is a local company started in East Tennessee. Since 2015, Yee-Haw has created an experience and a mindset that feels like home. With the success of the highly anticipated opening of the Knoxville Yee-Haw taproom in 2023 and a better-than-ever University of Tennessee athletics program, a pairing between the two is a natural fit.

The Tennessee-Yee-Haw collaboration was created through the Vol Network, and in conjuction with Yee-Haw’s local east Tennessee distributor, Cherokee Distributing, who serves as the Vol Network’s long-time exclusive malt-beverage sponsor.

“This is an incredibly exciting time in our Athletics history, and as we continue to promote the power of the Tennessee brand, our partnership with Yee-Haw is a natural fit,” said Steve Early, Vice President and General Manager of the Vol Network.

“To have the opportunity to partner with such a popular, hometown craft beer favorite like Yee-Haw is something we believe adds considerable value to the Vol fan experience.”

Detroit Liquid Ventures sponsors 100th Bayview Mackinac Race

When the much anticipated 100th Bayview Mackinac Race set sail in July, Detroit Liquid Ventures was along for the ride. The full-service Detroit-based beverage company is not only the official beer sponsor of the race, but also released Century Sail Ale, a commemorative low-alcohol, low-carb brew to keep captain and crew hydrated, or for their finish line celebration.

“I’m especially proud to support the 100th annual Bayview Mackinac Race — it’s an iconic event that’s an important part of Detroit’s past, present and future — it’s Pure Michigan all the way,” said Mark Rieth, Detroit Liquid Ventures president. “Our full line of crisp, refreshing craft and non-alcoholic beers and natural energy drinks are a perfect complement to a glorious day spent racing on the Great Lakes, with the wind in your sail and, hopefully, blue skies above.”

Century Sail Ale is DLV’s exclusive new citrus blond “boat beer” featuring just 3.9 abv and low carbs. “Century Sail Ale, like our N.A. beers, delivers the full beer flavor profile with no, or low, alcohol. They are ideal for a day in the sun, sailing, golfing, or anytime you thirst for a beer but want to stay fresh and hydrated,” Reith said.

The Bayview Mackinac Race began in 1925 with less than a dozen boats (and only three that crossed the finish line). In the 99 years since, it’s become a marquee event for sailors and is the world’s longest continuously run long-distance freshwater yacht race. The 100th iteration promises to be the best yet.

Century Sail Ale is the latest brewed-in-Detroit beer from Detroit Liquid Ventures. In May, DLV released Arsenal of Democracy, a Detroit-style lager meant to celebrate Detroit’s herculean efforts in World War II. DLV previously introduced a line of Irish style ales, including Old Head Red, Old Head Milk Chocolate Stout and Old Head Extra Pale Ale. DLV’s FÜL Beverages offers non-alcoholic beers and natural sports drinks that are designed as a smarter alternative to quench any thirst at any time, while at the same time giving your body exactly what it needs to relax, recover or simply enjoy.

“I sometimes wish I could go back in time to the 1850’s when Detroit was the brewing capital of America, or to the 1940’s when Detroit men and women were laboring to turn the tide in WWII, or to 1925 when the inaugural Bayview to Mackinac race set sail,” said Rieth. “I can’t do that, but I can pay homage to those great Detroit moments, and many more like them, by brewing exceptional beverages that celebrate our Detroit past with a contemporary twist. I’d like to think those 1925 racers would like what they see, and taste, at this year’s event.”

Big Grove Brewery named official craft brewery of Iowa Hawkeyes

The University of Iowa, and Hawkeye Sports Properties, recently announced that Big Grove Brewery, is now the “Official Craft Brewery” of the Iowa Hawkeyes. This multi-year marketing partnership brings together two homegrown Iowa institutions, celebrating the togetherness and community spirit that defines the Hawkeye state.

Big Grove, renowned for its award-winning beers, exceptional locally-inspired culinary offerings, and welcoming atmospheres at its taprooms, will now serve as the ultimate destination for Hawkeye fans to gather and cheer on their favorite team. Additionally, Big Grove will have a marketing presence across Hawkeye sports and venues starting this fall season.

“We are delighted to welcome Big Grove into the Hawkeye family,” said Matt Henderson, Deputy Director of Athletics, Revenue and External Relations at the University of Iowa. “Their commitment to quality and community aligns perfectly with our values, and we are excited to offer our fans a unique and enjoyable experience at Big Grove’s taprooms as well as throughout our venues.”

The Hawkeye-Big Grove Brewing collaboration was created through UI Athletics’ multimedia rights holder Hawkeye Sports Properties, the locally based team of Learfield, the media and technology company powering college athletics.

As part of the partnership, Big Grove is launching a “Game Day Ticket Giveaway”, allowing fans a chance to win tickets to Hawkeye games across multiple sports as well as a “front row” opportunity to be revealed for the upcoming basketball seasons. Big Grove will feature exclusive Hawkeye-themed events, promotions, and special giveaways throughout the year. Fans can look forward to enhanced game-day experiences at each of Big Grove’s locations.

“We’ve always been a game watch location for Hawkeye sports; we’re excited to make that official and offer even more memorable experiences,” said Matt Swift, co-founder and CEO at Big Grove.

The future may also hold more in store for the partnership between Big Grove and the Hawkeyes.

“We’re just getting started, and with an ever-changing landscape in college sports, we’ll be looking at other opportunities to grow and develop this partnership for fans of both brands. Go Hawks!” closed Swift.