The ten leading beverages brands in sports sponsorship in 2022 - as of Q3 - Sportcal (2024)

Here is the list of top ten most active beverages brands in sports sponsorship in 2022 so far (as of the third quarter), compiled by Sportcal based on GlobalData’s sports sponsorship deals database.

1. Coca-Cola – 233 active deals

Coca-Cola is the most active beverages sponsor brand in sports in 2022 as of Q3. It has a total of 233 active worldwide sponsorship agreements across 21 sports.

Coca-Cola’s biggest active deal, worth an estimated $1.5bn, is with International Olympic Committee.

Coca-Cola is a global beverage producer with a number of brands falling under the Coca-Cola umbrella, including Coca-Cola, Sprite and Powerade. Coca-Cola is a major sponsor of several global sporting events including the Olympic Games and Fifa World Cup.

2. PepsiCo – 109 active deals

PepsiCo is the second biggest beverages sponsor brand, with 109 active agreements so far globally across 16 sports.

PepsiCo’s major active sponsorship sports deal, worth an estimated $1bn, is with the National Football League.

PepsiCo is an American multinational food and drink manufacturer. Its food and drinks brands include Pepsi, Quaker Oats, Tropicana, Lays/Walkers, Lipton, 7UP, Doritos and Gatorade. The company has one of the most valuable sports sponsorship portfolios in the world, which includes deals with the NFL, NBA, NHL, MLB and the Uefa Champions League.

3. Anheuser-Busch InBev – 106 active deals

With a total of 106 active global sponsorship agreements across 10 sports, Anheuser-Busch InBev stands at the third place in the beverages sector as of end of second quarter.

Anheuser-Busch InBev made its biggest active sponsorship agreement worth $580m with the National Football League.

Anheuser-Busch InBev is a multinational beverage and brewing company. It is the largest brewer of beers in the world. Brands under the Anheuser-Busch InBev umbrella include Budweiser, Corona, Busch and Stella Artois. These brands sponsor a variety of sports including the NFL and NASCAR.

4. Heineken – 65 active deals

Heineken stands next in terms of active sports sponsorship agreements, holding a total of 65 active deals across nine sports globally.

Valued at an estimated $350m, Heineken’s agreement with Formula One World Championship is its largest active sponsorship deal in sports.

Heineken International is a Dutch brewing giant with global operations and markets itself as “the world’s premium beer”. Amstel is another brand incorporated under Heineken International. Heineken’s sponsorship portfolio features major properties in football and rugby and Formula 1.

5. Red Bull – 64 active deals

Red Bull is the fifth biggest beverages sponsor brand in sports as of Q3 2022, with a total of 64 active sponsorship agreements globally spread across 18 sports.

Red Bull entered its biggest active sports sponsorship agreement, worth an estimated $111.01m, for naming rights to the Red Bull Arena (Zentralstadion) in Leipzig, Germany.

Red Bull is a multinational energy drinks company based in Austria. It is prevalent across the sports industry as an owner of events and teams as well as sponsoring individual athletes. It is primarily associated with soccer, extreme sports and motorsports.

6. Molson Coors – 44 active deals

Molson Coors has the sixth highest volume of active sports sponsorship agreements in the beverages sector globally. The company has a total of 44 active agreements in place in nine sports.

Molson Coors’ major active deal in sports is its agreement, worth an estimated $75m, with Green Bay Packers.

Molson Coors Brewing Company is a leading global brewer based in North America, created in 2005 after the merger of the Molson Brewery from Montreal and the Coors Brewing Company from Colorado. The major brands the company owns include Carling, Coors, Coors Light, Sharp’s Doom Bar and Cobra. The company is a major sponsor of ice hockey and soccer.

7. iPro Sport – 37 active deals

With a total of 37 active sponsorship deals across six sports globally, iPro Sport ranks next among the ten biggest beverages brands.

Valued at $0.60m, iPro Sport’s biggest active sponsorship deal in sports is with Irish Football Association.

iPro Sport is a fructose-free isotonic drink based in the UK. The brand is the official hydration partner to soccer teams across the English Football League, as well as teams within rugby, cricket, cycling and running associations.

8. Monster Energy – 36 active deals

Monster Energy is the eighth biggest beverages sponsor brand in sports. As tracked by GlobalData, the company has a total of 36 active sponsorship agreements in place in nine sports globally.

Monster Energy made its biggest active sponsorship agreement, worth $2.50m, with Mercedes-Benz Grand Prix.

Monster Energy is a USA-based energy drinks brand manufactured by Monster Beverage and owned by The Coca-Cola Company. The brand specialises in high octane properties and sponsors many properties in motorcycling and motor racing.

9. BodyArmor – 29 active deals

BodyArmor emerges as the ninth biggest beverages sponsor brand with 29 active worldwide sponsorship agreements across six sports as of Q3 2022.

The major active sponsorship deal for BodyArmor in sports is with the Detroit Lions.
This agreement is estimated to be worth $1.40m.

BodyArmor is a US sports drink, and as of November 2021, a fully-owned subsidiary of The Coca-Cola Company. Its primary sponsorship focus is of US sports teams and athletes.

10. Gatorade – 21 active deals

The tenth most active beverages sponsor brand in sports is Gatorade with 21 active sponsorship deals across eight sports.

Gatorade signed its biggest active sponsorship agreement, worth an estimated $1.60m, with Boston Celtics.

Gatorade is an American manufacturer of sports-themed beverage and food products, built around its signature line of sports drinks. Gatorade is owned by PepsiCo.

Methodology:

This analysis considers only announced and confirmed deals from the GlobalData sports sponsorship deals database. GlobalData tracks real-time data concerning sponsorship activity for thousands of sporting events, teams, athletes, venues and organisations worldwide every year, using only official sources. Industry is defined according to the dominant industry of the sponsoring brand.

Estimated contract values and analysis on all reported deals are available for subscribers to GlobalData’s Sport Intelligence Centre.

Image: Minas Panagiotakis/Getty Images