I’ve always enjoyed watching and attending sporting events. Today, more and more sports teams are recognizing the value of partnering with beverage companies large and small. For example, Samuel Adams recently signed a multi-year partnership with the Boston Red Sox to become “the official beer of the Boston Red Sox.”
That value also extends to sponsorships and advertising of the “big game.” Each year, more than 110 million fans anticipate not only watching the Super Bowl, which aired Feb. 4 on NBC from U.S. Bank Stadium in Minneapolis, but also viewing the commercials throughout the program.
According to Prosper Insights and Analytics, 17.7 percent of adults say that advertisements are the most important part of the event.
Although beer, spirits and carbonated soft drinks typically have garnered the lion’s share of advertising revenue and partnerships, some new-age beverages are assuming the spotlight in many sports.
Portland, Ore.-based Brew Dr. Kombucha recently introduced a Special Edition Rip City Happiness Kombucha bottle in collaboration with the Portland Trail Blazers. Through the end of the NBA season, the limited-edition kombucha will be served at the Moda Center and retailers throughout Oregon and Southwest Washington state.
“Athletes at every level are paying more attention to organic and healthy diet choices,” Chief Executive Officer and Founder Matt Thomas said in a statement. “Brew Dr. Kombucha provides tasty refreshment, while also providing probiotic health-and-wellness benefits, and is made entirely of 100 percent organic, whole ingredients. It’s a drink for our time, from players, to fans, to kids playing youth sports. We’re thrilled the Blazer organization recognized this opportunity to support a healthy beverage option for its fans.”
As organic and functional beverages proliferate in the marketplace, it will be interesting to see what new marketing and advertising partnerships develop.