Alcohol brands are innovating in face of category-specific challenges in sport sponsorship.
High-profile sporting events offer a unique opportunity for alcohol brands. Sports draw passionate audiences spanning generations and nations, while providing the social events that are a mainstay of much of alcohol marketing.
However, many major sports events take place in regions with stringent alcohol advertising regulations. Meanwhile, the alcohol industry is grappling with broader challenges, including a decline in alcohol consumptions and shifting social norms – younger consumers are seeking no- and low-alcohol alternatives. Alcohol brands are being forced to rethink their approach to maintain relevance in sports sponsorships.
This R3 report explores how alcohol brands are:
- finding creative ways to adhere to regulations on advertising
- building community engagement and fan communities around alcohol and non-alcoholic product lines alike
- moving into the e-sports space to capture new fans
