The Rundown is produced by SponsorUnited, the leading global sports and entertainment SaaS platform delivering actionable data and insights to build stronger marketing partnerships. It is powered by SPND, an advanced AI platform trained on the world’s largest collection of sponsorship data, including an estimated $26.3B in sponsorships across 50,000 deals and 920,000 assets. The SPND data shown is pulled from each season's last completed league year across NBA, NHL, NCAA Power 5 (2023-24), MLS, MLB, and NFL.

Key Takeaways‍

• The Non-Alcoholic Beverage category grew year-over-year by 3.32% to $311M. That includes 13.6% or $42.3M in new deals across NBA, NHL, NCAA Power 5 (2023-24), MLS, MLB, and NFL‍
• The top-growing subcategories year-over-year are Energy Drinks (+52.7%), Protein/Milk Drinks (+40.8%), and Coffee (+33%)—all tied to performance and wellness.
• Legacy brands like Coca-Cola and PepsiCo are evolving via acquisitions (e.g. BodyArmor, Poppi), while upstarts like PRIME Hydration and Olipop gain ground with bold, targeted strategies.
• Brands are shifting from broad visibility to health-driven, influencer-led, and hyper-local sponsorships that boost relevance and engagement.

The non-alcoholic beverage category has reached a saturation point—characterized by rapid product proliferation and increasing functional differentiation. From prebiotic sodas to protein-infused coffees and zero-sugar energy drinks, brands are competing not just on taste, but on wellness claims, lifestyle alignment, and social relevance. This explosion of choice is mirrored in sports sponsorships, where brands aren’t just seeking visibility—they’re leveraging partnerships to embed themselves in the health, performance, and cultural narratives that shape modern consumer behavior.

In this report, we’ll take a deep dive into the category using SponsorUnited’s SPND platform (drawing on Major Pro and Power 5 college sports) to provide data insights and an in-depth analysis of the current sponsorship landscape, key market trends, brand performance, and actionable insights for industry leaders.

‍A Fiercely Competitive Sponsorship Category
Driven by shifting consumer preferences, competitive market dynamics, and the growing influence of digital and experiential marketing, the non-alcoholic beverage industry continues to evolve to stay relevant and win over the next generation of consumers. With a total sponsorship spend of $311 million in the last season across Major Pro Sports and Power 4 college athletics, the category grew 3.32% year-over-year, with 13.6% or $42.3 million in new deals. 

Growth by Subcategories Year-over-Year‍

• Energy Drink - 52.68%
• Milk & Protein Drink - 40.78%
• Coffee - 33.04%
• Sports Drink - 27.64%
• Water & Specialty Water - 20.71%
• Juice & Cider - 16.06%
• Tea - 14.76%
• Beer & Seltzer (Non Alc) -13.33%
• Soft Drink & Carbonated - 4.57%

Dominance and the Shift Toward Healthier Options
Coca-Cola and PepsiCo continue to dominate the non-alcoholic beverage industry in both market share and sponsorship spending. These legacy brands have long relied on their extensive distribution networks and strong brand equity to maintain their leadership positions. However, shifting consumer preferences toward healthier alternatives, such as functional beverages, hydration-focused drinks, and energy drinks with natural ingredients, have forced these industry leaders to adapt. 

Brands like Coca-Cola and PepsiCo have responded by expanding their portfolios, acquiring or launching health-conscious alternatives such as SmartWater and CELSIUS, respectively. Earlier this year, PespiCo made headlines when it acquired relative newcomer Poppi, a prebiotic soda option. The rise of hydration-focused brands like PRIME Hydration and BodyArmor, both rising to the #3 and #4 spots, respectively, in sports drinks sponsorship spend last year, further underscores this shift, as consumers demand beverages that offer functional benefits beyond traditional refreshment.

‍How Brands Are Breaking Through: 4 Shifts in Sponsorship Spending
While the longterm leaders in this space guard their sponsorship turf, innovative challenger brands are reshaping the non-alcoholic beverage market with bold and unconventional strategies. From viral influencer campaigns to sustainability-driven initiatives, these upstarts are successfully capturing consumer attention and market share.

Shift 1: Performance and Wellness Light the Way
As consumers increasingly seek beverages that offer functional benefits beyond hydration, brands are adjusting their sponsorship strategies to align with this performance and wellness movement. Beverages infused with clean energy, probiotics, prebiotics, and cognitive-enhancing ingredients are gaining traction, and their partnerships reflect this shift toward performance, recovery, and overall well-being. Sports teams and leagues, recognizing this trend, are aligning with brands that promote health-conscious lifestyles, reinforcing their own commitment to fitness and nutrition.

• Poppi x LA Lakers – Poppi, a prebiotic soda brand recently acquired by PepsiCo, has leveraged its partnership with the LA Lakers to position itself as a better-for-you soda alternative. By aligning with a high-profile NBA team, Poppi gains visibility among health-conscious sports fans who prioritize gut health and natural ingredients over traditional carbonated beverages.
  
  
• Olipop x Brooklyn Nets – Functional soda brand Olipop has partnered with the Brooklyn Nets to emphasize its focus on digestive health while reaching an active urban audience. This collaboration aligns the brand with athletes who need hydration and gut-friendly nutrition, tapping into consumers seeking soft drink alternatives.
  
  
• Athletic Brewing Company x USC Trojans – As the leader in the non-alcoholic craft beer category, Athletic Brewing has strategically partnered with USC Trojans to appeal to student-athletes and sports fans who want to enjoy a beer alternative without sacrificing performance. This partnership underscores the rising popularity of non-alcoholic beverages among those who lead active, wellness-focused lifestyles.
  
  
• CELSIUS x Major League Soccer (MLS): In August 2023, CELSIUS became the official energy drink of MLS in the U.S. through the 2026 season. This partnership includes branding during extra time in all league-controlled matches, in-game signage, and activations at select events

Shift 2: The No-Booze Buzz
With more consumers embracing mindful drinking habits, major alcohol brands are expanding their portfolios to include non-alcoholic alternatives. In sponsorship, non-alcoholic beer and seltzer grew 24.5% in new spend, while beer sponsorships only had 6.8% in new spend. Rather than simply offering non-alcoholic beer, brands are diversifying into sparkling teas, premium alcohol-free wines, and sophisticated zero-proof beverages. Many of these brands are using sports sponsorships as a primary vehicle to introduce their products to mainstream audiences, reinforcing the connection between social drinking and a performance-driven lifestyle.

• Corona Cero x 2024 Paris Olympics – Corona’s alcohol-free variant, Corona Cero, was positioned as the official non-alcoholic beer of the Paris 2024 Olympics, allowing the brand to associate itself with the pinnacle of global athletic performance.
  
  
• Heineken 0.0 x F1 – Heineken’s investment in F1 continues with its Heineken 0.0 campaign, reinforcing the idea of “drinking responsibly” while enjoying high-octane motorsports events.
  
  
• Guinness 0.0 x Six Nations Rugby – Guinness has extended its non-alcoholic beer offering into rugby sponsorships, highlighting the ability to enjoy a Guinness without compromising on taste or tradition.

Beyond non-alcoholic beer, brands are expanding into new premium beverage categories, some launched by influencers themselves, which positions them within the personalities dedicated fan base.

• Kylie Wines x Kylie Minogue – The pop icon’s alcohol-free wine line caters to consumers who enjoy the sophistication of wine without the alcohol content.
  
  
• Della Vite x Cara Delevingne – Supermodel Cara Delevingne’s Della Vite sparkling wine brand has introduced a non-alcoholic option, showing that even in luxury beverage categories, the demand for alcohol-free alternatives is growing.

As the industry continues to evolve, brands that embrace health-conscious partnerships, influencer collaborations, and non-alcoholic product expansions will be best positioned to capture the next generation of beverage consumers.

Shift 3: The Influencer Effect
Social media personalities and celebrities are becoming powerful forces in the beverage industry, as brands leverage their reach to connect with younger, digitally native consumers. Influencer-backed beverage collaborations and ownership stakes have blurred traditional category lines, creating new marketing opportunities that drive brand awareness and engagement.

• Glow Beverages x Kylie Jenner – By collaborating with Kylie Jenner, Glow Beverages taps into her massive beauty and wellness audience. This partnership positions Glow as a premium hydration and beauty-enhancing beverage, catering to a demographic that values aesthetics, health, and lifestyle branding.
  
  
• RYSE Fuel x John Dela Cruz (Nurse John) – RYSE Fuel, an energy drink company, has partnered with TikTok influencer Nurse John, who is known for blending humor with healthcare advice. This collaboration helps the brand establish credibility within wellness circles while maintaining a fun, approachable image that resonates with Gen Z consumers.
  
  
• Poppi x Alix Earle – Poppi’s partnership with social media star Alix Earle demonstrates how TikTok influencers can drive brand adoption at a viral scale. With her strong following in the beauty and lifestyle space, Earle’s endorsement reinforces Poppi’s position as a health-conscious, fashionable beverage choice.
  
  
• Red Bull + Athlete Network – Red Bull’s long-standing strategy of partnering with extreme sports athletes and esports competitors has cemented its brand identity as one synonymous with high performance, adventure, and pushing boundaries. Through sponsorships spanning everything from F1 racing to Olympic-level snowboarding, Red Bull maintains its dominance in the energy drink category.

Beyond collaborations, some influencers have launched their own beverage brands, turning their personal brands into full-fledged consumer products:

• Prime Hydration (Logan Paul & KSI) – Prime has disrupted the sports drink market by leveraging the social media presence of its founders. By sponsoring UFC, soccer clubs, and other major sporting events, Prime has positioned itself as a direct competitor to traditional sports drinks.
  
  
• Bero Brewing (Tom Holland) – Actor Tom Holland’s entry into the beverage space through Bero Brewing signals a growing intersection between Hollywood and the non-alcoholic beverage industry.
  
  
• Chamberlain Coffee (Emma Chamberlain) – YouTuber Emma Chamberlain has successfully turned her love for coffee into a lifestyle brand, demonstrating the power of influencer-backed products in the specialty beverage market.

Shift 4: Hyper Local, Hyper Personal
Community Coffee has leaned into regional partnerships and local activations to build strong consumer loyalty. By focusing on hyper-local marketing rather than broad national sponsorships, Community Coffee has carved out a niche among consumers who prioritize authenticity and regional ties. This trend highlights a growing shift toward brands using localized sponsorships to deepen consumer engagement, particularly in response to rising costs and competitive pressures.

Case Studies

Coca-Cola's Success in Expanding Functional Beverages

In response to the shift toward health-conscious beverages, Coca-Cola successfully expanded its functional beverage lineup through its acquisition of BodyArmor. This move allowed Coca-Cola to compete directly with Gatorade in the sports hydration market. By leveraging its strong distribution network and athlete endorsements, Coca-Cola positioned BodyArmor as a premium hydration choice for active consumers.

• Why It Worked: Coca-Cola capitalized on the growing demand for sports drinks with natural ingredients and electrolytes, reinforcing its dominance in the hydration segment. BodyArmor’s partnerships with top-tier athletes helped build credibility and boost consumer engagement.

PepsiCo’s Partnership with the UEFA Champions League

PepsiCo has successfully utilized sports sponsorships to reinforce brand affinity, particularly through its long-standing partnership with the UEFA Champions League. In 2024, the company expanded its activations by integrating healthier product choices like Gatorade Zero and LIFEWTR into game-day promotions and athlete collaborations.

• Why It Worked: This strategy aligned PepsiCo’s brands with both performance hydration and general wellness trends, helping to connect with health-conscious consumers while maintaining its presence in the global sports landscape.

PRIME Hydration: Leveraging Viral Marketing & Influencer-Led Branding

PRIME Hydration has built its brand almost entirely through high-profile influencers like Logan Paul and KSI, driving immense engagement on social media and converting fans into loyal consumers.

• Why It Works: Younger demographics respond more to personal endorsements than traditional ads, making influencer-led branding a cost-effective way to achieve mass awareness.

Liquid Death: Creating Unique & Edgy Brand Identities

Liquid Death took an irreverent approach to hydration by marketing canned water with heavy metal aesthetics and punk-rock branding.

• Why It Works: The “anti-establishment” branding sets Liquid Death apart from traditional bottled water brands and appeals to younger consumers seeking authenticity.

Olipop: Limited Edition Drops & Collaborations

Olipop, a functional soda alternative, frequently partners with nostalgic pop culture brands to release limited-time flavors that drive buzz and urgency.

• Why It Works: The drop-style release model creates FOMO (Fear of Missing Out), encouraging consumers to act quickly and generating viral social media conversations.

Athletic Brewing: Experiential & Grassroots Marketing

Athletic Brewing has tapped into the health and wellness movement by integrating into fitness communities, sponsoring endurance races, and even offering free non-alcoholic beer at marathons.

• Why It Works: Aligning with consumer lifestyles helps brands establish deep, long-term connections and loyalty.

Boxed Water: Sustainable & Purpose-Driven Storytelling

Brands like Boxed Water and JUST Water emphasize environmental sustainability by using plant-based and refillable packaging.

• Why It Works: Sustainability is a top priority for Gen Z and Millennial consumers, making eco-friendly positioning a powerful differentiator.

The non-alcoholic beverage industry presents both challenges and opportunities for brand leaders. As consumer engagement preferences shift, brands must leverage data-driven strategies, refine sponsorship investments, and prioritize authentic consumer connections. By aligning marketing and sponsorship initiatives with emerging trends, brands can sustain competitive advantage and drive category growth. That’s where platforms like SponsorUnited come in—helping brands track what competitors are doing, benchmark across categories, and spot the whitespace no one else sees yet.

The BREAKDOWN: Non-Alcoholic Beverages

SPND (Major Pro & College Power 5) Most Recently Completed Seasons

TOTAL Category SPND: $311M
141 Brands
237K Median Deal Per Brand
316K Average Deal Per Brand

Revenue Allocation by Asset Type

• Signage - 46%
• Venue & Events - 28%
• Property Rights & Exposure - 15%
• Broadcast and Other Media - 5%
• Digital Media 3%
• Social Media 2%

Ranking by Dollars Spent

• NFL - $85.7M
• MLB - $72.6M
• Power 5 college conferences - $47.5M
• NHL - $43.6M
• NBA - $42.3M
• MLS - $19.4M