Sponsorship Sector Report - Alcoholic Beverages EMEA 2023

This report provides an overview of the alcoholic beverages sector across the EMEA region. 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.

The Alcoholic Beverages sector spends just over $403 million on sport sponsorship across the EMEA region. Soccer has by far the highest deal volume in the region, accounting for 355 deals. Athlete endorsements are rare across the EMEA region, with an association with a team or venue proving to be a far more effective means of driving brand engagement and loyalty. Heineken's deal with UEFA dominates the EMEA market. Heineken have been a valued partner of UEFA for almost 30 years, and the deal sees Heineken engage with fans around the world through the continued partnership with the Champions League, Europa League, Europa Conference League and the Super Cup.

The Champion's League Sponsorship is the largest platform for the beer brand globally. Heineken's deal with UEFA is expected to go beyond 2024, with an extension until 2027. Heineken are by far the most active brand across the EMEA region with the highest volume of deals. Dutch brand Carlsberg have long associated themselves with sport, through various partnerships such as being the long-term front of shirt partner for Liverpool FC, however now they are just the official beer partner. While most brands in the list are primarily focused on soccer, brans such as Guinness focus their partnerships on sports such as rugby, building long-term partnerships with key events in the sport such as the Six Nations.

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.

Who Should Buy

Investors who are attempting to understand the current dynamics of the sponsorship landscape of alcoholic beverages in the EMEA market.

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.

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.