Mark Ording’s Post

Will we see Guinness as the new official beer partner of the Premier League soon? If the latest reports are to be believed, the deal is all but signed. After Budweiser had replaced Carling in 2019, the partnership was up for renewal recently, it had quickly become clear that both Heineken and Guinness were very much in the running to replace Budweiser as from the start of the 24/25 season. Both Heineken and Guinness have been investing in high-profile sport sponsorships throughout the years, but I think it's safe to say that the Premier League partnership is one of the most valuable out there. This even resulted in a bidding war in the end, if current reports are accurate. Why is there so much interest in becoming the official beer partner of the Premier League, when such a partnership does not offer the partner any traditional visibility inside the stadiums? The value lies, for me, in the IP rights the partner gets to claim. The Premier League brand is one of the strongest in the world, and positioning your own brand on a global level by using one of the strongest sports brands out there while doing so, is of tremendous value. While Guinness as a brand is incredibly strong within the UK itself, its ambitions are clearly on increasing its global presence. Using the Premier League as their partner might just be the right move for them and their ambitions to "conquer the world".

AB InBev will become the Olympics first beer sponsor at the worldwide partner level, with a deal that will see it lead with its non-alcoholic beer, Corona Cero, starting with this year's #olympics 🏅 in 🇫🇷 France. Corona Cero will be the official beer sponsor of the Olympic Games until 2028. It’s a deal that will span three Olympic games: the upcoming summer games in Paris this year, the Milan 2026 winter games, and the LA summer games in 2028. The deal also includes marketing rights for the Paralympic Games. It’s the first time a beer brand has been a global partner sponsor of the games, something the company describes as a “step change” for the beer industry. This sponsorship echos that of Heineken 0.0 and its sports sponsorship, such as F1 racing, where the alcohol free brand offering now leads out on global sports sponsorship and associated brand investment. #Olympics #abinbev #coronacero #alcoholfree #zeroalcohol #beer #heineken #sportsbusiness #sport #olympics2024 #paris #paris2024 Lars Jensen Kristof König Paul Villis Carol Dunne Gwyneth Kelly Marc LEJEUNE Jean-Philippe Delforge Mark Allen Sheelagh Pentony Gilles Halotel Jim Watson Bourcard Nesin Francois Sonneville David Deeley Nina Riggins Sophie TUDOT Wayne Donovan Barbara Lezzer Elizabeth Horvath Farrah Gilsenan Will Keating Thomas Hahlin Ahlinder Leigh-Anne Vaughan John Savage

TIME SHIFT Football fans love watching the game at sports bars. What happens when matches happen in the early morning when those bars are shut? Heineken has launched a campaign to turn select 24-hour laundromats into late-night / early morning sports-viewing locations where UEFA Champions League fans can watch the football matches. Consumers can scan a time-sensitive QR-code on washing machines at local locations of WashEnjoy, one of South Korea’s largest laundromat franchises. The code will give them access to a live stream of the quarter and semi-final soccer matches on SPOTV, the only UEFA Champions League broadcaster in the region. The idea for “LaundroMatch” is in keeping with Heineken’s UEFA Champions League campaign, “Cheers to the Real Hardcore Fans,” which depicts the lengths to which many of the sport’s fans will go to show their devotion, like naming their pets after their favorite players. The campaign is meant to redefine what it means to be a hardcore fan in a bid to make football more inclusive. Watch here: https://lnkd.in/gM2WiWyZ #fandom #beermarketing #sports #football #koreanfans The HEINEKEN Company #brandexperience

Jan 12, 2024 CNN article. This is interesting as ABInBev will be the official beer sponsor of the upcoming Olympics, with a NON-ALCOHOLIC beer; Corona Cero/Zero. This just shows the validity of the non alcoholic sector when a major beer company is willing to pay the high sponsorship fees (amount was not disclosed) and will provide awareness for the Non-Alcoholic sector. This comes on with other major NA brands doing sponsorships with Formula 1 like Heineken 0 & Peroni 0, but this is by far the biggest Non-Alcoholic brand sponsorship and indicative of what major bev/alc companies feel that the NA sector will grow so investing in promotion. Corona Cero/Zero will be the official beer at the 2024 Summer Paris, 2026 Winter Milan, and 2028 Summer Los Angeles games. https://lnkd.in/eQxjJm97

Fortune are reporting on all things no & low presence at big sporting events like this year's Paris Olympics and it's Corona Cero sponsorship. What beverage is in your hand in front of the big sporting screens this summer? "Looking to cash in on the changing tastes of fans, Big Beer is finding sponsorship success on sports’ biggest stages. The Paris Olympics will make history as the first of the games to have a beer sponsor: Corona Cero, which contains no alcohol. Produced by the world’s largest brewer Anheuser-Busch InBev, Corona Cero was developed two years ago as a way for the beer giant to tap into nolo beers’ $13 billion market. 🍻 There are already signs of beverage companies finding competition of their own in the world of sports. Carlsberg is positioning its alcohol-free beer Tourtel Twist as the Olympic Games’ nolo beer-of-choice." https://lnkd.in/eJv9-Mkg https://lnkd.in/eC5Nm44e

"Big Alcohol" loves to pour money into sports. After all, it typically pays them great dividends. But it's not just beer brands for football and bourbon for horseracing. In recent years, we’ve seen Vizzy, producer of hard seltzers, sponsor PPA Tour pickleball tournaments. They’re joined by Deep Eddy vodka, FitVine low sugar wine, & Miller Lite (Molson Coors) as official sponsors of the tour. Meanwhile, The Botanist Gin and Blue Note Bourbon have established themselves as the official gin and bourbon of Major League Pickleball. Anheuser-Busch even bought into partial ownership of one of their teams. New Belgium, brewers of Fat Tire Beer, is a recurring sponsor of the Association of Pickleball Players. Even Margaritaville resorts and restaurants, though not exactly a bottle producer but certainly a platform for consumption, has deeply embedded itself into pickleball through USAP’s Nationals and many other sponsorships. Read on to see one of the most - shall we say "unique"? - crossover ads between pickleball and booze we've ever seen: https://lnkd.in/gmJftr9X

Beer brands have been sponsoring sports events for ages. Not surprisingly, the rising growth and influence of non-alcoholic beer is pushing N/A into this space as well. What N/A brands have already made the jump, and how might they use sports to further differentiate? #nonalcoholicbeer #nonalcoholic #sportsmarketing #beverageindustry #beveragetrends https://lnkd.in/eVusGNwq

As the non-alcoholic beer segment continues to see rising sales volumes, with Heineken 0.0% reigning as the preferred and market leader in many countries, Peroni's collaboration with Formula 1 marks a strategic shift into this growing market. This a very smart move, strategically aimed at tapping into shifting consumer preferences and industry trends, leveraging Formula 1's global reach and Molson Coors' expertise to target health-conscious consumers while upholding Peroni's brand image of luxury and sophistication. The impact of Peroni's entry into the non-alcoholic beer market could be substantial, potentially driving growth and intensifying competition within the sector. By expanding consumer choices and highlighting the importance of healthier beverage alternatives, this move is likely to strengthen the search for alliances, spur increased innovation, consumer awareness, and marketing efforts within the 0.0% segment. Specifically, we can expect to see strategic event partnerships and brand collaborations designed to make a global and market-specific impact, further reshaping the landscape of non-alcoholic beverages. #consumptiontrends #insights #beer #non-alcoholic #beverages #markettrends

💡While not officially confirmed, reports suggest Diageo owned Guinness has beaten competition for The HEINEKEN Company to replace Budweiser Brewing Company APAC as the Official Beer of The Premier League 💡Proposed four-year partnership will start from the 2024/25 season and is reportedly worth UK£41 million (US$51.3 million), a little over UK£10 million (US$12.5 million) per year 💡As an iconic beer brand with Irish heritage, the Premier League sponsorship allows Guinness to strengthen its connection with the passionate football culture in the UK and globally 💡The deal gives Guinness visibility and association with one of the most-watched sports properties (viewership of 3.2 billion), reaching engaged fans across multiple platforms 💡It complements Guinness' positioning as a premium beer, aligning with the prestige and global appeal of the Premier League 💡Branding and integrations allow Guinness to create unique on-site experiences for fans, deepening their brand affinity 💡The sponsorship enables targeted marketing activations catering to the league's diverse fanbase across demographics and geographies 💡Leveraging the sponsorship, Guinness can craft compelling storytelling and campaigns that resonate with football fans' love for the game and the social camaraderie of watching it with friends over a beer 💡The deal allows Guinness to capitalize on the fervent football fandom, potentially driving sales during match days and fostering brand loyalty among fans 💡Effective integration with Premier League partners and clubs can open up cross-promotional opportunities for Guinness as well #sports #sportsbiz #sportsbusiness #sportssponsorship #sponsorship #guinness #beer #premierleague #foootball #fandom #footballsponsorship SportQuake

💡It is official now- Diageo owned Guinness has replaced Budweiser as the "Official Beer of The Premier League", and Guinness 0.0 as the "Official Non-Alcoholic Beer of the Premier League". 💡Proposed four-year partnership will start from the 2024/25 season and is reportedly worth UK£41 million (US$51.3 million), a little over UK£10 million (US$12.5 million) per year 💡As an iconic beer brand with Irish heritage, Premier League sponsorship allows Guinness to strengthen its connection with the passionate football culture in the UK and globally 💡The deal gives Guinness visibility and association with one of the most-watched sports properties (viewership of 3.2 billion), reaching engaged fans across multiple platforms 💡It complements Guinness' positioning as a premium beer, aligning with the prestige and global appeal of the Premier League 💡Branding and integrations allow Guinness to create unique on-site experiences for fans, deepening their brand affinity 💡The sponsorship enables targeted marketing activations catering to the league's diverse fanbase across demographics and geographies 💡Leveraging the sponsorship, Guinness can craft compelling storytelling and campaigns that resonate with football fans' love for the game and the social camaraderie of watching it with friends over a beer 💡The deal also allows Guinness to capitalize on the fervent football fandom, potentially driving sales during match days and fostering brand loyalty among fans 💡Effective integration with Premier League partners and clubs can open up cross-promotional opportunities for Guinness as well #sports #sportsbiz #sportsbusiness #sportssponsorship #sponsorship #guinness #beer #premierleague #foootball #fandom #footballsponsorship #zeroalcohol SportQuake