A significant shift is underway in sports sponsorship, with brands producing non-alcoholic beverages increasingly investing in partnerships across a range of athletic events and organizations. This surge is fueled by changing consumer habits, particularly among younger demographics, who are demonstrating a growing preference for alcohol-free alternatives. The trend reflects a broader societal move towards health and wellness, impacting not just beverage choices but likewise the landscape of sports marketing.
Data from Ampere Analysis reveals that nearly a third of internet users aged 18 to 64 plan to purchase non-alcoholic drinks in the next 12 months, with 71% specifically interested in non-alcoholic beer and 64% in spirits or wine. This growing market presents a lucrative opportunity for rights holders, prompting them to capitalize on the trend and create a more inclusive space for fans who choose not to consume alcohol. The appeal of non-alcoholic drinks is particularly strong among younger consumers, with over a third of those aged 25 to 34 expressing an intention to buy no/low-alcoholic (NOLA) beverages.
Sport as the Key to Reaching Consumers
While interest in NOLA drinks extends to arts and culture – 72% of purchasers have visited a historical building and 70% a museum or art gallery in the past year – sport emerges as the most effective channel for brands seeking broad reach and brand awareness. According to Ampere’s data, 89% of those planning to purchase NOLA drinks enjoy watching sports on TV or online, and 74% participate in sports or exercise at least weekly. This strong connection makes sports sponsorships a natural fit for these brands, allowing them to tap into a highly engaged and receptive audience.
Football (soccer) currently leads as the most popular sport among NOLA drinkers globally, even in North America, where basketball is a close second. Key competitions like the men’s FIFA World Cup, the UEFA Champions League, and the English Premier League consistently draw high viewership from this demographic. In North America, the National Basketball Association (NBA) and the National Football League (NFL) also represent significant opportunities for NOLA brands. This suggests that leveraging existing partnerships within these leagues, particularly for established beer brands, could be a strategic move.
Growing Investment in Sports Sponsorships
The trend is already visible in several high-profile sponsorships. AB InBev’s Corona Cero became the first non-alcoholic beer partner of the Olympic Games ahead of Paris 2024, demonstrating the growing acceptance of NOLA beverages on a global stage. Heineken has also been actively promoting its 0% beer through its sponsorship of the UEFA Europa League since 2020. Beyond major leagues, brands are also investing in participation sports, with UK-based Lucky Saint partnering with the Hackney Half Marathon and Athletic Brewing Company securing a deal with Ironman in October 2025.
This increased investment isn’t solely driven by consumer demand. Established brewers are also utilizing NOLA brands as a way to navigate increasingly stringent alcohol advertising regulations. For new brands, the emerging market presents a chance to disrupt a category that hasn’t seen significant innovation in some time. The growing health and wellbeing sector further fuels this trend, as consumers increasingly prioritize healthier lifestyle choices.
What’s Next for Rights Holders?
For sports organizations, the time to capitalize on this trend is now. Building partnerships with NOLA brands can not only generate revenue but also broaden appeal to a growing segment of fans. The opportunity extends beyond large-scale sponsorships to include community engagement through events like marathons and running clubs, aligning with the “social, but healthy” messaging that resonates with NOLA consumers. As the market for non-alcoholic beverages continues to expand, a proactive approach to sponsorship will be crucial for rights holders looking to remain relevant and inclusive.
The rise of non-alcoholic drink sponsorships in sports signals a broader shift in consumer preferences and marketing strategies. As the health and wellness movement gains momentum, expect to notice continued investment in this category, creating new opportunities for both brands and rights holders. What are your thoughts on the growing trend of non-alcoholic sponsorships in sports? Share your opinions in the comments below.
