Characterized by its vibrant diversity, fierce competition, and rapid evolution, the alcohol category stands alone, especially in regard to its sports and entertainment partnerships. Over the past seven years, shifting consumer preferences—and the emergence of new entrants and innovative products—have transformed both the sector and its high-profile sponsorships. 

Here's a breakdown of the category’s current sponsorship deals within major pro sports:

• US Beer: 31%
• Craft Beer: 14%
• Spiked/Hard Seltzer: 12%
• Bourbon/Scotch/Whiskey: 8%
• Non-US Beer: 7%
• Wine: 7%
• Vodka: 7%
• Tequila: 6%
• Other: 5%
• Rum: 3%

Reflecting beer’s perennial popularity and the robust marketing budgets of large breweries, beer remains the dominant player in sports sponsorships, with US brands accounting for 31% of the share. Bud Light leads with 69 sponsorships and an 85% partnership rate with NFL teams; Michelob Ultra currently sponsors 25 of 30 NBA teams and follows with 61 deals; and Budweiser ranks third with 48 deals across multiple sports leagues. Craft breweries—which now account for 14% of sponsorships in the alcohol category—have focused their sponsorship efforts in MLB, where more than 45 brands currently have a sponsorship within the league. 

Hard seltzer brands—whose refreshing, low-calorie appeal continues to fuel the subcategory’s popularity—have emerged as a sponsorship force to watch, capturing 12% of the market. These brands have also embraced MLB sponsorships, with 18 of them joining forces with teams across pro baseball. Vizzy Hard Seltzer tops the list of most active sponsors with 25 deals (including partnerships with 12 NFL teams); Bud Light Seltzer trails closely behind with 20 sponsorships (7 NHL teams among them); and Truly Hard Seltzer takes third place with 13 deals.