Sponsor Insights

Tequila Brands Take Center Stage on Cinco de Mayo

In honor of Cinco de Mayo–the annual festive celebration of Mexican culture–let’s take a quick look at tequila, arguably Meixco’s favorite export. 

More than 110 active brands bought sponsorships or media in the Tequila subcategory over the last 12 months, with each brand averaging 5 sponsorship deals.

Patrón was the most active brand with more than 45 sponsorships, among them properties like F1 driver Sergio ‘Checo’ Perez, the Miami Heat, Buffalo Bills, and Florida Panthers. Hornitos claims the 2nd spot with nearly 40 deals, while Don Julio ranks 3rd with more than 35. Jose Cuervo, Casamigos, Maestro Dobel, Mamitas, 1800 Tequila, el Jimador, and Herradura round out the top 10.

Digital content and social media are tied atop the list of most frequently bought sponsorship assets by Tequila brands, followed by venue products and services, interior signage and concourse signage, in that order. 

The Tequila subcategory saw an incredible 81M in total engagement in the last year with more than 2K unique posts, led by a co-branded Instagram post by Kendall Jenner and 818 Tequila, which engaged a whopping 7.3M users. The partnership’s social campaign also scored the highest engagement among tequila brands, with 29.9M across just 9 posts. Meanwhile, a social campaign between Teremana Tequila and Dwayne (the Rock) Johnson ranked second, with 36 posts that engaged 24.1M.

FIFA World Cup Fan Festival Hits Cities Worldwide

During the 2022 World Cup in Qatar, the concept of “Fan Fest” was replaced by the “Fan Festival” concept.

FIFA’s plan was to reintroduce the Fan Fest as a more diverse and inclusive entertainment offering encompassing a wide variety of cultures, art, music, food and football outside the stadiums. The concept will also be rolled out during the Women’s World Cup in Australia and New Zealand in 2023.

On December 4, the FIFA Fan Festival celebrated the 1 millionth visitor milestone across all of the Fan Festivals this year.

For this years World Cup, FIFA approved Fan Festival sites 

  • BudX Fan Festivals in London, Seoul and Dubai
  • Corona Fan Festival in Mexico City, Mexico
  • Brahma Fan Festivals in Sao Paulo and Rio de Janeiro 
  • Coca-Cola Fan Festival in Riyadh, Saudi Arabia
  • Doha, Qatar, a non sponsored festival

Some of the Fan Festival activations

  • Interactive physical and digital football game stations
  • Sponsored activations 
  • Appearances from FIFA Legends
  • Official stores with licensed World Cup merchandise. 
  • Content within the FIFA+ streaming platform. 
  • A hat and cup from Budweiser for fans who attended the event in London, and an opportunity to win an England shirt signed by a football legend.
  • In London, Budweiser gave fans the opportunity to win an England signed shirt by a football legend.
  • An adidas-sponsored fan activation in Mexico where attendees played Teqball, a football-based sport played on a specially curved table within a designated area. 
  • adidas also gave away little footballs before, during, and after games. After all games ended, the event host would throw 5 adidas balls into the crowd.
  • Coca-Cola branding across all of the table football (foosball tables) at the event in Mexico City.

Thanks to a new licensing model FIFA introduced in 2022, existing and future FIFA partners can launch local Fan Festivals in major cities outside the host countries to make the tournament experience more accessible for the global fan community.

  • SponsorUnited was in attendance at the festivals in London, Mexico City, Dubai and will be going to Doha on December 17th.

November Brand Power Rankings

As we head into the holidays and the final month of 2022, here are the 30 brands most searched by sponsorship executives on the SponsorUnited platform in November.

Alcoholic beverage brand Beatbox Beverages debuted in the #1 spot with its first appearance on the coveted list this year, hot on the heels of the company’s October announcement that it raised $15M to support its national retail expansion. With over 40 sponsorship or media deals in 2022–including becoming the Official Punch of the Alabama Crimson Tide in September– the beverage company more than doubled its 2021 total of less than 20 deals, 93% of which were with music festivals. 

MoneyLion also made the list for the first time this year, landing at #3. Last month was a big one for the fintech brand, which became the Official Money App and Jersey Patch Partner of NBA G League Ignite on November 3rd. MoneyLion also announced its first eight-member class of NIL partner athletes last month, which includes high-profile athletes across multiple sports, like UConn guard Azzi Fudd and USC wide receiver Brenden Rice. 70% of the brand’s partnerships are with athletes.

The Killer Brownie Company, November’s #4 most searched brand, entered the sponsorship space for the first time last month by announcing a partnership with the Cincinnati Bengals. The multi-year agreement makes the brand the Official Brownie of the team.

November Rankings

Big Deals Are Brewing For Beer Brands

Beer–an understandably massive sponsorship category, given its popularity–has nearly 900 brands buying sponsorships and media across the sports and entertainment industries.

Three of the top brewers in the game–Anheuser-Busch InBev, Molson Coors Brewing Company, and Constellation Brands–dominate the partnership landscape with their marquee brands.

Bud Light leads the pack with more than 400 sponsorship deals–over 100 more than sister brand Budweiser in second place. Michelob Ultra’s third-place position gives parent AB InBev, the world’s largest beer company, the top three spots. 

In social media, Bud Light also rules the roost with over 8M total followers (FB, TW, IG, TT). The Washington Capitals, one of its longtime partners, tagged the brand in more than 170 posts last season.

With over 200 deals, Coors Light is another sponsorship and social media powerhouse, with just north of 3M total followers. More than 10% of the beer’s total branded posts are with the Wilkes-Barre/Scranton Penguins, an AHL team that tagged Coors Light in 288 posts during their season. Twitter is the brand’s most utilized channel, and 29% of its partnerships include social media posts. 

For 31 years, Coors has been the naming rights partner of Coors Field, home to the Colorado Rockies. Coors’ other assets throughout the stadium include:

  • Seating section naming rights
  • Bullpen signage
  • Logo on lower bowl seats
  • Interior signage
  • Concourse signage
  • Event content and activations, including the Designated Driver Program for fans 

Corona USA, a high-wattage property of Constellation Brands, has just under 100 sponsorship deals. Earlier this year, Corona inked a contract with the MLB  to become its “Official Cerveza.” The partnership marks the first time the league has split its beer sponsorship category, as Budweiser is the Official Beer of the MLB. 

Corona’s MLB partnership has boosted the brand’s profile on social media: the league has tagged the beer over 40 times in posts this season, 3 of which are Corona’s most successful posts to date by total engagement.

In a separate deal within the league, the Seattle Mariners signed Corona with the same “Official Cerveza” designation. A club within T-Mobile Park was christened the Corona Beach Club as part of the naming rights included in the partnership. 

Hard Seltzer Sponsor Insight

As we head into the fleeting days of summer, hard seltzer–one of the season’s favorite tipples–remains a happy hour staple. Let’s take a closer look at the sponsorship strategies of the industry’s major players. 

Truly dominates the crowded category both as the most searched hard seltzer brand by executives on the SponsorUnited platform over the last 12 months, as well as the leader in sponsorships. At more than 160, Truly’s current number of deals jumped nearly 50% from last year, and increased 105% versus 2020. 

This year, the brand set its sights on concert venues and amphitheaters, which comprise 26% of its total deals. Within pro sports, the NHL is its top target: Truly has partnerships with 11 teams, and a deal with the league itself. 

Here’s how the rest of the category stacks up behind Truly: 

  • Bud Light Seltzer
  • White Claw Hard Seltzer
  • Twisted Tea
  • VIZZY Hard Seltzer
  • Corona Hard Seltzer
  • Mike’s Hard Lemonade
  • High Noon Spirits
  • Michelob Ultra Organic Seltzer
  • Mamitas

Starting last spring, hard seltzer brands began gearing up for a festive summer with a sponsorship buying binge. A few notable deals:

  • July: Simply Spiked Lemonade became a first-time official partner of ABC’s ESPY Awards, sponsoring the Best Male Athlete prize as well as the event’s official after-party.
  • April: Twisted Tea partnered with its hometown team, the Boston Red Sox, to create a new, limited-edition flavor, “Sweet Cherry Lime.” The collaboration paid homage to Red Sox fans’ favorite 8th inning song, “Sweet Caroline.”
  • March: Molson Coors reached a multiyear agreement with the Chicago White Sox, resuming its 30+-year partnership after a brief hiatus. The brewer’s Miller Lite and Leininkugel’s became the team’s official domestic and craft beer partners, and VIZZY its official hard seltzer partner. 

Most hard seltzer sponsorships contain digital content, social posts, and interior venue signage. Venue entitlements–such as clubs, lounges, and restaurants–are also common among these brands within event venues. The Molson Coors deal, for example, includes naming rights of multiple spaces inside Chicago’s Guaranteed Rate Field, including Vizzy View Bar and Miller Lite Landing. 

Spirits | Category Report

The Spirits (Vodka) category has 80+ brands buying sponsorships or media across all property types.

Ranked by total sponsorships, brand leaders in this category include Tito’s Handmade Vodka, Smirnoff, and New Amsterdam Vodka.

Spirits Category Report

GameDay Vodka | Brand Spotlight

We highlight the sponsorship and media portfolio of GameDay Vodka. The spirit brand has a significant presence in both the National Football League and Power 5 Schools & Conferences.

GameDay Vodka Brand Spotlight

NBA X Hennessy

The NBA and Hennessy, the leagues first Global Spirits Partner, partnered to unveil two one-of-kind basketball courts in May 2022. One court located in the front of the National Chang Kai Shek Memorial Hall in Taiwan, and a floating basketball court located off the coast of Sydney, Australia.

Download the SponsorUnited NBA 2021-22 Marketing & Partnerships Annual Report now at SponsorUnited.com for more insights like this.


NBA X Hennessy

Dos Equis | Brand Spotlight

A beer brewed in Mexico, Dos Equis stays close to their roots having over 35 sponsorship or media deals just across the border in southwestern United States. Dos Equis’ largest deal in terms of the number of sponsorship assets is with the NBA’s Phoenix Suns. In this deal, the brand has naming rights to the beer garden inside of the arena, as well as digital signage during games.

However, NCAA earns the spotlight in terms of deals with Dos Equis. 

The Mexican beer has partnership deals with five NCAA Bowls and Tourneys including the Rose Bowl and the Playstation Fiesta Bowl. The brand also has deals with over 15 NCAA Schools and Conferences like the NCAA Football Champions, the Georgia Bulldogs, and The Big Ten Conference.

Aside from Official Sponsorship status, Concourse Signage is in almost 40% of all of the brands sponsorship deals. Venue Entitlements is included in 25% of all sponsorship deals like the Cool Zone in partnership with the Texas A&M Aggies. 

Even with more than 30 sponsorship deals, the import and domestic beer category has many brands with even more partnerships. Dos Equis falls in the top 15 in the category which is led by Bud Light.

Dos Equis Brand Spotlight

Co-Branded Packaging | Beer Brands

Co-Branded Content has evolved over the last few years, and beer brands have been at the forefront of these collaborations. In 2021, 8% of all deals having co-branded content were from Alcohol brands, the top brands being Bud Light, Michelob Ultra & Heineken. In 2020 during the pandemic, the number of co-branded content deals more than doubled from 2019. The rise continued in 2021 with close to 500 brands collaborating on co-branded content, and so far in 2022 over 300 brands have utilized this asset. Only 3 months into 2022, will this number break over 1k come year end?

Michelob Ultra, the Official Beer of the NBA, teamed up with 18 teams across the league for limited-edition NBA cans. Bud Light, the Official Beer of the NFL, keyed in on 29 NFL athletes’ social media channels to show off team packaging for 27 teams ahead of the 2021-22 NFL season. Over 45 Alcohol brands partnered with organizations while more than five Esports teams joined forces with Alcohol brands creating content. adidas and Puma are the two leading brands with Co-Branded content across all properties. Many of these deals with properties come internationally within the Premier League, La Liga 2 and the European Basketball League.

Over 370 properties have begun to create co-branded content in 2022. The opportunity to create unique products, experiences or limited-edition merchandise for fans is vast. 2022 is setting up to be the biggest year yet for brands and properties taking advantage of the uniqueness and fandom that co-branded content creates.

Co-Branded Bottles