Sponsorship Sector Report - Alcoholic Beverages - Americas 2025
Description
Sponsorship Sector Report - Alcoholic Beverages - Americas 2025
Summary
This report provides an overview of the Alcoholic Berverages sector across the Americas region 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.
Across the Americas region, there are currently 337 alcoholic beverages deals with soccer seeing the most active deals of all sports in 2025. The largest soccer deal across the Americas region within the sector is Diageo’s partnership with the FIFA World Cup 2026. American football holds the leading position in the sector for annual sponsorship revenue across the Americas region. Alcoholic beverages brands across the Americas region have focused an estimated 47% of their annual sports sponsorship spend on team deals.
In the Americas, the largest alcoholic beverages deal by annual value is the NFL’s partnership with Anheuser-Busch. The National Football League (NFL) and Anheuser-Busch have established a long-term partnership; Bud Light, a brand under the Anheuser-Busch umbrella, has been the official beer sponsor of the NFL since 2011. The deal is worth an estimated $300 million annually. The agreement between the NFL and Anheuser-Busch eclipses other alcoholic beverage deals in the region, being six times more substantial than the second-largest deal, the National Basketball Association’s (NBA) partnership with Michelob Ultra, which is also an Anheuser-Busch brand. Across the Americas region, the four largest alcoholic beverage brand partnerships in terms of sports properties have established significant partnerships with three of the ‘Big 4’ sports leagues across the US: the NFL, NBA, and Major League Baseball (MLB).
Anheuser-Busch is both the highest-spending and most active brand in the alcoholic beverages sector throughout the Americas. Molson Coors trails Anheuser-Busch in both deal volume and annual spend across the Americas region in 2025. Molson Coors' most significant deal in the region is the brand's renewed sponsorship of the Dallas Cowboys. Diageo ranks as the third most active brand in the sector throughout the Americas, engaging in 73 deals. Alcoholic beverage brands headquartered in North America were responsible for approximately 84% of the total annual spend within the Americas region in 2025.
Scope
Summary
This report provides an overview of the Alcoholic Berverages sector across the Americas region 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.
Across the Americas region, there are currently 337 alcoholic beverages deals with soccer seeing the most active deals of all sports in 2025. The largest soccer deal across the Americas region within the sector is Diageo’s partnership with the FIFA World Cup 2026. American football holds the leading position in the sector for annual sponsorship revenue across the Americas region. Alcoholic beverages brands across the Americas region have focused an estimated 47% of their annual sports sponsorship spend on team deals.
In the Americas, the largest alcoholic beverages deal by annual value is the NFL’s partnership with Anheuser-Busch. The National Football League (NFL) and Anheuser-Busch have established a long-term partnership; Bud Light, a brand under the Anheuser-Busch umbrella, has been the official beer sponsor of the NFL since 2011. The deal is worth an estimated $300 million annually. The agreement between the NFL and Anheuser-Busch eclipses other alcoholic beverage deals in the region, being six times more substantial than the second-largest deal, the National Basketball Association’s (NBA) partnership with Michelob Ultra, which is also an Anheuser-Busch brand. Across the Americas region, the four largest alcoholic beverage brand partnerships in terms of sports properties have established significant partnerships with three of the ‘Big 4’ sports leagues across the US: the NFL, NBA, and Major League Baseball (MLB).
Anheuser-Busch is both the highest-spending and most active brand in the alcoholic beverages sector throughout the Americas. Molson Coors trails Anheuser-Busch in both deal volume and annual spend across the Americas region in 2025. Molson Coors' most significant deal in the region is the brand's renewed sponsorship of the Dallas Cowboys. Diageo ranks as the third most active brand in the sector throughout the Americas, engaging in 73 deals. Alcoholic beverage brands headquartered in North America were responsible for approximately 84% of the total annual spend within the Americas region in 2025.
Scope
- This report looks to offer a detailed insight into the alcoholic beverages sector across the Americas region. 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.
- For those wanting an in-depth analysis of how the alcoholic beverages sector across the Americas region performed in the sports sponsorship industry, in the sense of both business and popularity.
Table of Contents
30 Pages
- 1. Key Information and Background
- Executive Summary
- Introduction
- 2. Market Insights
- Sponsorship market trends
- 3. Sector Analysis
- Sector Analysis Summary
- Top Sports by Value and Volume
- Product Category Breakdown
- Key Product Sponsorship Markets
- Top 10 Largest Deals
- 4. Case Study
- Aneuser-Busch and FIFA Club World Cup 2025
- 5. Brand Analysis
- Brand Analysis Summary
- Spend per Brand Location
- -Top 10 Most Active Brands and Biggest Spenders
- Featured Brands Analysis
- 6. Appendix
- Sources
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