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Europe, Middle East and Africa (EMEA) Alcoholic Beverages Sport Sponsorship Landscape, 2022 - Analysing Biggest Deals, Sports League, Brands and Case Studies Industry - Analysing the Biggest Brands and Spenders, Venue Rights, Deals, Latest Trends and Case Studies

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  • 37 Pages
  • February 2023
  • Region: Africa, Europe, Middle East
  • GlobalData
  • ID: 5765737
Alcohol's endemic nature with sport has seen alcoholic beverage sponsorships become a staple within the sporting ecosystem, from major international sports events right down to smaller, more local sports properties. For alcoholic beverage brands, sport sponsorship is one of the keystones of their marketing activities as sports fans often represent a collective gathering of a demographic which aligns well with that of their target audience, whilst the consumption of alcohol is widely regarded as an important component of watching the sport. Sponsorship thus provides alcoholic beverage brands a direct route to reach and engage with their target audience and ultimately, drive sales growth. This analysis takes a detailed look into the alcoholic beverage sponsorship landscape in the European market, focusing on the biggest deals and latest trends which are affecting both alcoholic beverage sponsors and rights holders.

The Alcoholic Beverages sector spends just over $711 million annually on sport sponsorship across the EMEA region across 456 deals

AB Inbev spend the most across the EMEA region by virtue of their domestically focused NFL deal.

Key Highlights

  • US brands, mainly part of the AB InBev group, dominate the EMEA region in terms of volume and value, with global rights deals signed with US properties covering the region specifically via the NFL and NBA International games, in addition to Budweiser's partnership with the Premier League, while Heineken are the highest spending brand based in the EMEA region, with the deal with UEFA accounting for the majority of their annual spend.
  • In response to shifting consumer preferences which place more emphasis on healthy living and growing calls for stricter regulation regarding alcohol advertisements, alcoholic beverage brands are increasingly using sponsorship to promote their low & non-alcoholic beverage products in conjunction with their alcoholic beverage products.


  • This report provides an overview of the alcoholic beverages sponsorship landscape in Europe.
  • The report analyses the biggest deals, provides a breakdown of the sector, analyses the major alcoholic beverage sponsorship markets and which sports are attracting the most alcoholic beverage sponsorships in terms of deal volume and overall deal values.
  • The report also analyses the major players within the alcoholic beverage sponsorship landscape, focusing on the most active brands, the biggest spenders and which markets they are from.

Reasons to Buy

  • With industry leading data, readers will gain understanding of the current alcoholic beverage sponsorship landscape within the European market.
  • To discover the direction of brand spend in terms of which markets and sports in Europe are attracting the most alcoholic beverage deals and generating the most value.
  • To understand what the current and emerging trends are within the alcoholic beverage sponsorship landscape in the European market.

Table of Contents

1. Key Information and Background
  • Introduction
  • Executive Summary
2. Market Insights
  • Industry Market Trends
  • Industry Major Sponsorship Markets
3. Sector Analysis
  • Sector Summary
  • Sport Breakdown
  • Product Category Breakdown
  • Market Analysis
  • Biggest Deals
  • Expiring Deals
4. Case Study

6. Appendix - Sources

5. Brand Analysis
  • Name Case Study
  • Brand Summary
  • Brand Location Analysis
  • Most Active Brands
  • Biggest Spenders
  • Key Brands Analy

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

  • Heineken
  • Budweiser
  • Estrella Damm
  • Guinness
  • Amstel
  • Carlsberg
  • Sagres
  • Mahou
  • Krombacher
  • Moet & Chandon
  • UEFA
  • Premier League
  • La Liga
  • FC Barcelona