Sponsorship Sector Report - Alcoholic Beverages EMEA 2024

Sponsorship Sector Report - Alcoholic Beverages EMEA 2024

Summary

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.

Soccer holds the premier position in sponsorship revenue and deal volume within the alcoholic beverages sector in the EMEA region. Motor racing occupies the second position in terms of sponsorship revenue within the alcoholic beverages sector across the region. Despite having only 22 agreements, the sport boasts the second-largest deal in the region, specifically Formula One's partnership with LVMH's Moët Hennessy. Partnerships with teams dominate the deal volume of alcoholic beverage brand sports sponsorships throughout the EMEA region, while also accounting for 22% of the annual sponsorship revenue. Sports event partnerships constitute 25% of the annual expenditure for alcoholic beverage brands across the EMEA region, with a total of 205 agreements. Alcoholic beverages brands based in Europe rank as the largest spending across the EMEA region.

Alcoholic beverage brands headquartered in the Americas hold the position of second-largest in terms of annual expenditure within the EMEA region. Asian alcoholic beverage brands rank as the third-largest in terms of annual expenditure. Asahi's partnership with Manchester City stands as the most significant sponsorship deal among Asian alcoholic beverage brands across the EMEA region. With only three deals, alcoholic beverages brands based in Oceania account for only $2.12 million of the annual spend. Whilst being the most active alcoholic beverages brand across the region, Heineken also rank as the second largest spending. Anheuser-Busch InBev ranks as the second most active brand in the alcoholic beverages sector within the EMEA region, having secured 19 deals. This figure falls short by 22 deals compared to Heineken. Regarding expenditure on alcoholic beverage brands within the EMEA region, Moët Hennessy emerges as the foremost spender, with an estimated annual outlay of $271.67 million. Guinness holds the position of the third-highest spender among alcoholic beverage brands within the EMEA region. This Diageo-owned beer brand's most significant agreement is with the rugby union’s Six Nations.

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 across the EMEA region in the sports sponsorship industry.

• 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.