Sports and BeerPatricia Beltrão
Sports and beer have an old-time and deep connection through the years. In fact, and according to the statistics, 76% of soccer enthusiasts drink beer during live matches, and 74% drink beer keeping up the game through television. On the other hand, and aware of this fact, soccer teams get sponsored by alcoholic drinks, mostly beer, in incredibly high values. Just as an example, since 2012 Budweiser has invested over UK£1.3 million directly into English soccer. Many other cases are that scandalous regarding the number of money brands spend and the incredibly high return investment they have.
In the United States of America, as the beer sector is transversal to every country and sports field, the numbers are ridiculously higher. Bud Light, the official beer of the NFL since 2011, has renewed its sponsorship through the 2022 Super Bowl. And parent company Anheuser-Busch InBev paid $1.4 billion to do so. As both way agreement, Bud light is the only one able to use NFL logos and use them in their advertising’s strategy.
However, and as we are focused on Europe, here’s a list of beer brands sponsoring UEFA teams.
Due to brands sponsorships, stadiums, tennis courts, and every single sports facility are well equipped with drinking services. Plastic glasses, ice, and everything that makes the perfect match with drinks. Known and related with friendship, beer is always connected with having a good time among people you love without that much going on. Just a relaxing time. As sports are related to emotion, strong beliefs, companion, collaboration, and team-effort, beer brands are always trying to highlight those characteristics through their commercials and message. Think about it. Can you remember one ad where there’s only one guy drinking beer? Thought so.
Therefore, and to let you know which beer sponsors your soccer team, there’s a list of teams that actually are sponsored by beer brands.
FC Bayern München: Paulaner
Borussia Dortmund: Brinkhoff’s
SV Werder Bremen: Haacke beck
AC Milan: Peroni
Real Madrid: Mahou
FC Barcelona: Estrelladamm
FC Porto: Super Bock
Sporting Lisbon: Super Bock
AFC Ajax Amsterdam: Jupiler
Feyenoord Rotterdam: Heineken
PSV Eindhoven: Bavaria