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.