Athletes and Alcohol Brands: A Match Made in Heaven?

There are a number of reasons why alcohol brands should work with athletes for promoting their products. For one, alcohol and sports have always had a close association. Many people enjoy drinking alcohol while watching or playing sports, and as a result, alcohol brands have long been associated with sports culture. Sponsoring an athlete or team can help to solidify this connection and make alcohol brands more appealing to consumers. Additionally, athletes are some of the most popular and respected people in society, and their endorsements can go a long way in helping alcohol brands to improve their public image. Furthermore, athletes often have large social media followings, which alcohol brands can leverage to reach a wider audience. Finally, working with athletes can help alcohol brands to target specific demographics that may be interested in their products. In totality, there are many good reasons for alcohol brands to partner with athletes for promotions.

Analysing the benefits of Athlete-Sponsored Alcohol Brands

Athletes are increasingly turning to alcohol brands for sponsorships. There are a number of reasons why this trend is occurring.

  • First, athletes are looking for sponsorships from brands that they believe align with their personal values and lifestyle. For many athletes, alcohol brands fit this criteria.
  • Second, athletes are more likely to be exposed to alcohol brands than ever before. With the advent of social media, athletes now have a direct way to connect with their fans, and alcohol brands are taking advantage of this by sponsoring athletes who have large followings.
  • Third, alcohol brands are willing to pay top dollar for athletes to represent their products. In an era of declining sponsorship dollars, athletes are increasingly turning to alcohol brands for the financial security that they offer.
  • Fourth, athletes believe that endorsing alcohol brands will help them to connect with their fans on a deeper level. In an increasingly competitive marketplace, athletes believe that it is important to endorse products that their fans can relate to. 

Athletes as Alcohol brand ambassadors


Top Deals done through OpenSponsorship in the Alcohol Industry  


Brand 1 - Night Shift Brewing

Night Shift Brewing Logo – Wine ConneXtion

Night Shift Brewing was founded in 2012 by a trio of friends with a shared passion for nocturnal home-brewing. Through culinary inspiration and determined innovation, they aim to create memorable craft beers that offer a wide array of unique and complex flavours.

1. Night Shift Brewing x Shane Vareen 

About the Athlete: Shane Patrick-Henry Vereen is a former running back in the National Football League. The New England Patriots selected him in the second round of the 2011 NFL Draft. He was a member of the California Golden Bears football team in college.

Insights: Shane has 135K+ followers on Instagram and 100K+ on Twitter with a relatively high and active engagement rate.

Campaign Objective: Post a photo of yourself holding one of our 12 oz. cans of Hoot hard seltzer. The 6 or 12 pack should also be in the shot. Looking for an athlete in Boston, Philly, CT or NH who loves beer to try our Nite Lite Lager


Shane Vareen - American Football  

2. Night Shift Brewing x Sara Stone 

About the Athlete: Sara Stone is a former epidemiologist who decided to switch tacks and become a professional offshore sailor after watching an all-female sailing team complete the Volvo Ocean Race (now the Ocean Race) in 2015.

Insights: Sara has about 2000 followers on Instagram with a low-medium engagement rate. Most of her content is about sailing and rowing because that's what makes her so special. 

Campaign Objective: Post a photo of yourself holding one of our 12 oz. cans of Hoot hard seltzer. The 6 or 12 pack should also be in the shot. Looking for an athlete in Boston, Philly, CT or NH who loves beer to try our Nite Lite Lager


Sarah Stone- Sailing Rowing


Brand - Anheuser-Busch


For more than 160 years, Anheuser-Busch has been woven into the cultural fabric of the United States, carrying on a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. From responsible drinking and emergency drinking water programs to industry-leading sustainability efforts, they are guided by their unwavering commitment to supporting the communities.

1. Anheuser-Busch x Devin Hester

About the Athlete: Devin is a former professional football player in the United States who played wide receiver and special teams in the National Football League (NFL). He is widely recognized as the best return specialist in NFL history, having returned the Super Bowl's opening kick for a score for the first and only time. The Chicago Bears selected him in the second round of the 2006 NFL Draft.

Insights: Devin has 116K+ followers on Instagram with about 4K average likes and 120 comments per post on an average which is extremely impressive. 

Campaign Objective: One IG static post, promoting our new spiked seltzer flavour in a humorous tone. We will provide further details with specific content info upon engaging with you.


Devin Hester

2. Anheuser-Busch x Danelle Umstead

About the Athlete: Danelle Umstead is a blind American alpine skier and Three-time Paralympic Bronze Medalist. Now a 3-time Paralympic medalist, Danelle is one of the most successful visually impaired ski racers in history and remarkably, she didn’t start skiing until she was 29 and had long since lost most of her vision. With Rob as her ski guide, they formed Team Vision For Gold and together, they have traveled the world as part of the U.S. Ski Team.

Insights: Danelle has 10K+ followers on Instagram with 193 likes per post on average which is amazing given the fact that she is visually impaired. Kudos to everything she has achieved !

Campaign Objective: Use @MichelobUltra and show us how you are living Ultra in your day-to-day + post-exercise. Posts would be spread out during the ski season (March / April / December) 


Danelle Umstead Living an ultra day - Danelle


Final Thoughts 

Alcohol brands have long been associated with sports. It seems like a natural fit, right? After all, what could be more American than enjoying a cold Budweiser while watching the game? But as it turns out, there’s a lot of science that goes into making these partnerships work well. And at OpenSponsorship, we’ve built the perfect platform to help make those connections easy and seamless. So, if you’re looking for the best way to partner with an athlete or sporting event, sign up for an account today. We can help you find the right brand or athlete for your needs and get started on building some amazing sponsorship opportunities.


Arzoo Bipin Jain

Written by Arzoo Bipin Jain

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