Alcohol Marketing Partnerships Report 2023

September 28, 2023

The US market for alcoholic beverages, valued at $1.6 billion last year, is expected to top $2 billion by 2031, as America’s collective thirst for the world’s most popular recreational substance endures. Meanwhile, there are many changes afoot within this evergreen industry. Last year, spirits sales edged out beer sales, 42.1% to 41.9%, respectively, for the first time in at least two decades. And alcohol manufacturers are rapidly diversifying their offerings in step with consumers’ changing palates.

  • During the 2022–23 season, alcoholic beverage brands contributed $480 million in sponsorship revenue across the NFL, NBA, MLB, and NHL.
  • Consumer preferences differ between sports and non-sports entities. Domestic beers  dominate sports, comprising 60% of the top active brands.
  • The alcoholic beverage sponsorship landscape has evolved notably since 2021, with the Gin and Ready to Drink (RTD) subcategories surging.


This report offers an in-depth analysis of brand sponsorships, endorsements, and social engagement across the alcohol industry in sports, music, streaming, and out-of-home rights holders. Compiled using SponsorUnited’s proprietary platform, the data encompasses more than 1,735 brands, 21,550 assets, and over 18,600 social posts.

Alcohol industries include: Beer (Craft, Non-US, & US), Hard Cider, RTD (Ready To Drink), Spiked / Hard Seltzer, Spirits (Bourbon, Scotch & Whiskey), Spirits (Gin), Spirits (Multiline or Other), Spirits (Rum), Spirits (Tequila), Spirits (Vodka) and Wine

The report was jointly authored by SponsorUnited’s Marketing Research & Insights, Analytics, and Marketing Departments, using data from January 2021 through September 2023.

About SponsorUnited:

Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. We provide unrivaled knowledge across the sponsorship and media landscape so our clients can make impactful decisions that drive business.

With over 250,000 brands, 1.1 million deals, and 10 million data points across sports, entertainment, media, and talent, our SaaS database enables brands, rights holders, and agencies to partner more effectively. By delivering real-time trends, on-demand research, and the most comprehensive data available, we connect the entire sponsorship ecosystem and are rewriting the partnership playbook.

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