Sponsorship Sector Report - Alcoholic Beverages Americas 2026
Summary
This report provides an overview of the Alcoholic Beverages Americas sector globally. It explores all the main active brands in the sector as well as details the movement in the sector over the last few years in the sports sponsorship industry.Alcohol sponsorship across the Americas reached $1.73 billion annually in 2025, led overwhelmingly by AB InBev, as deal volume outpaced value growth and brands navigated moderation, premiumization, and fragmented audiences.
American football commands alcohol sponsorship value through NFL scale, television reach, and game-day rituals, while baseball supplies persistent inventory; MMA delivers expensive concentrated rights but faces greater performance uncertainty today.
AB InBev accounts for nearly half of category spend, using elite league rights and local venues for visibility; rivals concentrate budgets on fewer partnerships supporting premium positioning and audience precision.
Scope
- This report looks to offer a detailed insight into the Alcoholic Beverages Americas sector globally. It explores all the main brands in the sector as well as details the movement in the sector over the last few years across the globe in the sports sponsorship industry.
Reasons to Buy
- For those wanting an in-depth analysis of how the Alcoholic Beverages Americas sector globally performed in the sports sponsorship industry, in the sense of both business and popularity.
Table of Contents
1. Key Information and Background- Key Metrics at a Glance
- 2025 in Five Shifts
- 2025 Sponsorship Deal Value by Sector
- More Deals, Smaller Cheques
- Beyond Beer: Product Category Mix
- Where Value and Volume Diverge
- Growth by Sport (CAGR)
- Share of Value by Sport
- Average Deal Value by Sport
- Product Category Breakdown
- Largest Deals
- Venue Deals
- Two Americas: Key Sponsorship Markets
- NFL Team Deals
- Deal Length
- Partnership Roles
- Spend by HQ Region
- Big Spenders vs Busy Sponsors
- Five Company Trajectories
- Growth by Company (CAGR)
- Market Concentration and Independent Brands
- Brand Churn: New Brands and Exits
- Featured Parent Companies
- For Alcoholic Beverage Companies: Strategic Considerations (Buyers)
- For Rights Holders: Strategic Considerations (Sellers)
- Future Outlook: What to Watch
- Glossary
- References
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Anheuser-Busch InBev
- Molson Coors
- Constellation Brands
- Heineken
- E&J Gallo
- Pernod Ricard
- Diageo
- Moët Hennessy
- Fifth Generation
- Proximo Spirits
