From cricket and motorsports to football, tennis, and golf, the ongoing surge in viewership for sporting tournaments this year has piqued the interest of beverage brands eager to align with these high-profile events.
A remarkable milestone was reached as record-breaking numbers of fans tuned in to witness the England vs. Spain final of the FIFA Women’s World Cup 2023. The combined coverage by BBC and ITV garnered a staggering peak audience of 14.4 million viewers, exemplifying the widespread appeal of the tournament.
Surpassing this achievement is the astounding viewership of approximately 113 million for Super Bowl LVII, which featured the Philadelphia Eagles against the Kansas City Chiefs on February 12, 2023. Data provided by Nielsen underscores the event’s massive reach, spelling positive news for E&J Gallo, the sponsor of the event with its flagship Barefoot Wines.
Recognizing the potent marketing potential, brands like Pernod Ricard UK have capitalized on these major sporting occasions. Last year, the company announced its most significant investment to date, strategically timed around the festive season coinciding with the men’s football World Cup. Chris Shead, Off-Trade Channel Director at Pernod Ricard UK, emphasized the commitment to channel substantial resources into amplifying their brand presence.
Becoming the official drinks sponsor of a sporting event offers a tangible opportunity for brands to extend their reach. Through tactics such as in-stadium signage, digital campaigns, and dedicated brand bars in fan zones, companies can showcase their offerings to a broader audience. Moreover, such partnerships enable brands to introduce their products to consumers in novel settings, expanding their horizons and potentially changing perceptions about the brand experience.
As global sporting tournaments continue to captivate viewers worldwide, beverage brands are strategically leveraging these platforms to forge meaningful connections and establish their products in the minds of diverse audiences.
