Spirits brands are increasingly investing in sports sponsorships, with alcoholic beverage companies contributing $480 million across major U.S. leagues in 2022-2023. Brand sponsorships within major pro sports grew 56% year-over-year, driven by consumer demand for premium experiences.
Notable partnerships include Grey Goose's 19-year US Open tennis relationship (generating $12.4 million with its Honey Deuce cocktail sales in 2024), Diageo's NFL sponsorship, and Hennessy's NBA partnership. Beyond major leagues, brands are also targeting more niche sports: Jameson sponsors MLS soccer, Elijah Craig partners with professional golfers, and Cabo Wabo backs NASCAR.
The sports hospitality market is projected to grow from $8.42 billion in 2021 to $21.16 billion by 2028, as "premium fans" seek elevated experiences that align with spirits brands' premiumization strategies.