The engagement of non-alcoholic alcohol companies with professional athletes represents a significant and beneficial shift in the landscape of sports sponsorships, underscoring a lifestyle that harmonizes social engagement with health and peak athletic performance. This movement, driven by forward-thinking brands, provides athletes with alcohol-free options that align with their strict training schedules while enabling participation in social festivities. Such sponsorships not only bolster the athletes' personal brands but also appeal to a broader audience aspiring to make healthier lifestyle choices. In this evolving sponsorship environment, OpenSponsorship emerges as a crucial facilitator, offering a seamless platform for non-alcoholic beverage companies to connect with athletes who embody a shared dedication to wellness, fostering partnerships that convey a powerful message of health and inclusivity in sports.

Future of Non-Alcoholic Brands Sponsoring Athletes

In the realm of sports sponsorships, non-alcoholic beverage companies like Athletic Brewing Co., a pioneer in craft non-alcoholic beers, and Seedlip, the innovator of non-alcoholic spirits for cocktails, have made significant strides by aligning with professional athletes. These partnerships reflect a shared commitment to wellness and high performance, offering athletes and fans alike refreshing, alcohol-free alternatives that complement an active lifestyle. By collaborating with sports figures, these brands underscore their dedication to health-conscious consumption. Although the partnership between nonalcoholic alcohol brands and professional athletes is not publicly disclosed, A few prominent ones include: 

Lewis Hamilton: A celebrated Formula 1 champion renowned for his extraordinary driving skills and strategic prowess on the track, has etched his name in history with multiple World Championship titles, showcasing unparalleled speed, agility, and determination. Hamilton's illustrious career is marked by his commitment to excellence, both on and off the racetrack, making him an ideal ambassador for promoting positive messages. Heineken 0.0, recognizing Hamilton's influential status and alignment with their values, enlisted him for their "When You Drive, Never Drink" campaign. This initiative by Heineken 0.0, a leading non-alcoholic beer brand, emphasizes the importance of responsible drinking choices, particularly for individuals whose professions demand utmost focus and physical fitness, like professional drivers. The collaboration underscores a shared commitment to safety and health, reinforcing the message that one can enjoy the social aspects of beer without alcohol, especially when driving is involved.

Mick Fanning: A renowned world champion surfer, has notably partnered with Balter Brewers, a company that has ventured into the non-alcoholic beer market. Fanning isn't just a partner; he's a co-owner, passionately advocating for the inclusion of non-alcoholic options in the beer industry. This collaboration has led to the creation of a non-alcoholic beer that promises the full, rich experience of traditional beer without the alcohol, catering to a growing demographic of athletes and health-conscious consumers. The initiative reflects Fanning's commitment to promoting a balanced lifestyle where enjoyment and wellness go hand in hand, making it a perfect choice for those who love the social aspects of beer culture but prioritize their physical and mental well-being.

Danny Willett: The esteemed professional golfer and Masters Champion, has aligned with Heineken 0.0, Heineken's non-alcoholic beer offering. This partnership underscores the shifting landscape of athlete endorsements, highlighting a move towards products that support an athlete's performance and well-being. Heineken 0.0 is crafted to deliver the same refreshing taste as its alcoholic counterpart, providing a viable option for individuals like Willett, who are dedicated to maintaining their peak condition. This sponsorship is emblematic of a broader trend where non-alcoholic beverages are not just seen as an alternative but as a preferred choice for athletes who wish to enjoy the social elements of drinking without compromising their health or performance.


The rise of non-alcoholic alcohol brands marks a significant shift in the beverage industry, with an increasing number of these brands gaining prominence and acceptance among the general public and professional athletes alike. This surge reflects a growing cultural emphasis on health, wellness, and mindful consumption, offering athletes and active individuals the opportunity to enjoy the social aspects of drinking without the adverse effects of alcohol on their performance and recovery. For professional athletes, these partnerships not only provide a way to align with products that support their lifestyle and values but also allow them to be part of a movement that encourages responsible consumption among their fans. As the demand for non-alcoholic alternatives continues to grow, platforms like OpenSponsorship present an invaluable resource for these brands, offering a streamlined avenue to connect with athletes who share their commitment to health, wellness, and peak performance, thereby fostering mutually beneficial partnerships that resonate with a health-conscious audience.





Jeff is OpenSponsorship's Director of Marketing. He typically writes about sports sponsorship, marketing, and tips & tricks for brands.