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Food and Beverage: A Sponsorship Powerhouse

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Food and sports are like the perfect celebrity couple, especially in the world of sponsorship. According to Statista, the global sports sponsorship market is expected to reach $100 billion this year, with food and beverage brands like PepsiCo, Anheuser-Busch, and Papa John’s leading the charge. As a former athlete and industry executive, I’ve seen how these partnerships create emotional connections with fans, driving brand loyalty and sales. The partnership activations are continuously getting more creative and innovative as partnership professionals on both the brand side and club side elevate their game.

Take Coca-Cola’s NASCAR sponsorship or Pizza Hut’s NCAA deals—these are strategic moves that place brands in front of passionate audiences. During NFL games, beer sales spike thanks to in-game promotions, like branded fan zones or halftime giveaways. Whether we’re on the field, in the stands or watching on TV, we see fans proudly holding branded cups, a testament to the power of these partnerships. These sponsorships go beyond logos though; they create experiences, like Pepsi’s fan lounges at stadiums, where attendees enjoy branded food and drinks, forging lasting memories.

Economically, sponsorships are a win-win. Brands gain exposure, while sports organizations secure funding for operations and fan engagement initiatives. In 2024, food and beverage sponsorships accounted for a significant portion of the $27 billion U.S. sponsorship market [Statista]. These deals often include experiential components, like exclusive events or branded concessions, which enhance the fan experience and further drive sales. For instance, Anheuser-Busch’s NFL partnerships include tailgate activations that boost brand visibility and consumer engagement which I’ll talk more about in the upcoming article about the economics of tailgating.

The partnership impact also extends beyond immediate sales. Sponsorships shape consumer behavior, encouraging fans to choose branded products outside the stadium. These partnerships create a culture of loyalty, inspiring fans to become brand loyal. In a world with endless choices, supporting the brands that support your team works on multiple levels. Digital platforms are amplifying this impact, with social media campaigns and influencer partnerships extending brand reach. When a brand and club seamlessly collaborate to provide an experience and add value to fans, the brand, the club and the fans all win. And as the legend Herm Edwards believed, that’s why we play the partnership game.

There are naysayers when it comes to writing the check for these sponsorships though. The cost of sponsorships almost always raises questions about ROI, and rightfully so. They are expensive. Some argue that brands could achieve similar results through other marketing channels, but the unique emotional connection of sports sponsorships is hard to replicate. It is also why it is important to ensure you have the right plan and people negotiate and activate your partnership. Looking to 2025, I expect food brands to deepen their integration into the sports experience, leveraging technology like AR activations or personalized promotions to engage fans. These partnerships will continue to drive economic growth, blending commerce with the passion of sports fandom.

Stadium Concessions: A Multi-Billion Dollar Industry

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I can still remember standing on the field at Giants Stadium, before it became MetLife, looking up at 80,000 excited fans. I felt the electric pulse of the stadium, and it still sometimes gives me goosebumps when I think about it—where the roar of the crowd blends with the vibrant colors of the teams and the stadium. The signage of sponsors, the smells of concessions, the anticipation of what could happen next, all combines to create a magical experience. And as those memories are being made, there is also a lot of money being made. Beyond the sensory thrills of taking in a game, stadium concessions are a cornerstone of the sports economy, generating billions in revenue and shaping how fans engage with the game. In 2023 according to Grand View Research, the U.S. sports concession market was estimated at over $10 billion, with projections suggesting it could reach $12 billion by 2025. This growth reflects fans’ willingness to splurge on premium offerings, from $15 craft beers to gourmet burgers, underscoring the high value placed on the stadium experience.

Today when I attend sporting events, I take notice of fans lining up for their favorite snacks, what foods and beverages are popular and it’s true that fan excitement is as palpable for stadium food as the game itself, especially for the casual fan.  And while menu development and offerings are heavily driven by fan demand, there is a lot going on behind the scenes of concessions and hospitality gamedays in the form of intricate partnerships that drive this revenue. Teams collaborate with food service conglomerates like Aramark and Levy, often through complex revenue-sharing contracts that maximize profits while enhancing the fan experience. These deals ensure that every nacho sold contributes to both the team’s bottom line and the vendor’s success while delivering a memorable and engaging fan experience.

Regional flavors are a key driver of concession sales. At Eagles games, Philly cheesesteaks are a must, while Fenway Park offers lobster rolls that scream New England. These local staples do more than satisfy hunger—they support regional suppliers, creating a ripple effect for local economies. According to Simplot Foods, 78% of stadium-goers order food, spending an average of $32 per visit, with 52% of purchases driven by impulse. This spending fuels not just stadium operations but also local businesses supplying ingredients.

Technology is transforming the concession landscape. Mobile ordering platforms like SeatServe allow fans to order food directly to their seats, reducing wait times and boosting satisfaction. However, challenges like timely delivery during peak game moments persist. Despite these hurdles, innovations like checkout-free stores are gaining traction. Lumen Field in Seattle for instance, saw an 85% increase in transactions and a 112% increase in sales after introducing Amazon’s Just Walk Out stores, which AI driven technology and RFID tags enabled fans to make purchases and skip waiting in lines. (Stadium Tech Report). These stores, where fans scan a card, grab items, and leave without checking out, grew from 44 in 2022 to 141 by 2023, signaling a shift toward seamless, tech-driven experiences that we see today.

The economic impact of concessions extends beyond the stadium as well. Local suppliers benefit from contracts to provide fresh produce or craft beverages, while seasonal jobs at concession stands provide employment opportunities. However, some stakeholders contend that stadiums merely divert spending from other local businesses, like restaurants or bars, rather than creating new economic activity. While this debate still continues, the data suggests that concessions enhance the fan experience, encouraging higher per capita spending and an overall net positive for the club.

As we enter half-time of 2025, stadiums are embracing premium and diverse food options—think vegan nachos or sushi—to cater to evolving tastes. Food halls and marketplaces within venues create a food court like food atmosphere, encouraging fans to linger and spend more. With over 300 global stadiums expected to undergo renovations or new builds in 2025 (Deloitte), the focus on enhancing concessions will only grow. As the demand for food and sports innovation continues to grow, I see a future where technology and culinary innovation converge to make every game a feast for the senses and a boon for the economy.

Nothing Brings Us Together Like Food and Sports

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In a world where politics and societal differences often pull us apart, there’s a simple truth I’ve seen proven time and again in my 20+ years of working with sports, agriculture, and food brands: nothing brings us together like food and sports. These two forces have an unmatched ability to bridge divides, elicit joy, and create shared moments that transcend our differences. Drawing from my experience crafting campaigns for global brands and advising startups, I’ve witnessed how food and sports unite communities in ways few other things can.

The Universal Language of Food and Sports

Food and sports are more than pastimes—they’re universal languages that speak to our shared humanity. Whether it’s tailgating with wings and burgers before a football game or gathering around a crawfish boil before cheering on a local team, these moments create bonds that cut through political noise or cultural divides. I’ve seen this firsthand in campaigns I’ve led, like one for a Dairy brand where we hosted farmers to flip the coin toss at high school football games. Families from all walks of life came together, sharing stories while cheering for their team. The result? A 30% increase in community engagement and a stronger sense of unity.

Food and sports tap into something primal—nourishment for the body and passion for the soul. They remind us of what we have in common, no matter our backgrounds.

Building Bridges Through Shared Experiences

In my work, I’ve seen how food and sports create shared experiences that dissolve barriers. For a dairy brand campaign, we partnered with a professional baseball team to create “Family Game Nights” at the stadium, featuring farm-to-table food trucks and player meet-and-greets. Fans who might never agree on politics found common ground over a love for the game and a shared appreciation for fresh, local cheese and ice cream. The campaign boosted brand loyalty by 18% and left attendees talking about the experience for weeks.

These moments work because food and sports are inherently inclusive. A perfectly grilled hot dog or a clutch game-winning play doesn’t care about your voting record—it just brings people together in celebration. When the Cubs won the World Series in 2016, it was one of the happiest moments of my life. Everyone from everywhere was hugging and high-fiving in Wrigleyville that night. Strangers became friends in the winning moment. That is the power of Sport. And without barley and hops farmers, Harry Caray would not have Budweisers.  

Amplifying Community Through Grassroots Initiatives

Grassroots efforts are where food and sports shine brightest in uniting communities. I’ve advised produce brands to sponsor youth sports leagues, setting up “healthy snack stations” at games where parents and kids learn about nutrition while bonding over soccer or basketball. One initiative I led for a vegetable brand involved donating fresh produce to local sports programs and hosting cooking demos with athletes. The result was a 22% increase in brand awareness and countless stories of families reconnecting over meals and games. These initiatives show that when you combine food and sports, you’re not just marketing—you’re building community.

Telling Authentic Stories That Resonate

Over the years I’ve learned that authenticity is key to connecting with audiences, and food and sports are perfect vehicles for telling real, relatable stories. For a poultry brand, we created a social media campaign featuring athletes and farmers sharing high-protein recipes and their personal stories of hard work and teamwork. The series, shared across Instagram and TikTok, garnered over 700,000 views and sparked conversations about health, family, and community. By focusing on the shared values of dedication and nourishment, we cut through divisive noise and created a narrative that resonated universally.

A Call to Brands: Unite Through Food and Sports

In today’s polarized world, agriculture and food brands have a unique opportunity to lean into the unifying power of food and sports. Whether it’s sponsoring a local team, hosting community events, or partnering with athletes to share authentic stories, the formula is simple: create moments where people can gather, eat, and cheer together. My work has shown me that these moments don’t just sell products—they build trust, foster connection, and remind us of our shared humanity.

Let’s harness the power of food and sports to bring people together. If you’re a brand looking to tell a story that unites, I’d love to connect and explore how we can make it happen. After all, in a world that often feels divided, nothing brings us together like a good meal and a great game.

Follow me on LinkedIn for more insights on how food and sports can transform your brand’s story, or reach out to discuss your next campaign!

45 Lessons for My Son

/ markinkrott / 8 Comments

Five years ago around the time of my 40th birthday I started to make a list of the 40 lessons I learned along the 40 year journey I’d been on. It was a milestone birthday and I was coming out of a low point in my life. I battled with depression, did the work, and got myself back up. At the time, I thought maybe I had lived long enough and collected enough life experience that people might find a few of the lessons I jotted down helpful. What I didn’t know at the time, is that I was actually making that list for my future son. Five years later into life’s journey, I’m a dad, I’m married, and have five more lessons to add to the list… Well, actually there are a lot more lessons learned from marriage and parenthood, but that’s for another day.

  1. Mistakes are okay, excuses are not.
  2. Gratitude is the most wonderful mindset to be in. Spend as much time there as possible.
  3. Exercise and smart eating are better for my mind than they are my body. Take good care of both.
  4. Forgiveness is a virtue. Go first. And start with yourself.
  5. Family is everything. Meet them where they are – not where you think they should be.
  6. The Law of Attraction. I subscribe to it.
  7. Relationships take time. Time to invest in them, time to trust, time to heal, time to forgive, time to love… choose relationships intentionally and make the most of your time.
  8. Children are the future. Teach them to be kind to one another, and let them fail once in a while.
  9. Having a beer with an old friend you haven’t seen in 10 years is a blessing. Reach out to them more often.
  10. Writing a hand written thank you card is the art of connection – be connected to people.
  11. Meditation, prayer, and spending time in nature are good for the mind, body and soul.
  12. Goals are more likely to be accomplished when they are written down. Write them down.
  13. Call your mother. How many friends do we have that would love just one more talk with mom?
  14. Self-help books are meant to be read and re-read. Then pass them on. Someone will be grateful that you cared.
  15. A morning routine is your best time. Protect it with a good night of sleep.
  16. Laughter is great medicine. Taking ourselves too seriously and holding on to past pain prevents laughter.
  17. It’s a lot easier to blame and complain than it is to understand and take responsibility.
  18. Good things come to those who go get them.
  19. We feel better when we are tan and able to play outside. Go outside more.
  20. A little bit of everything is generally ok. Too much is always too much.
  21. There are no shortcuts. Spending time looking for one is a waste of time.
  22. Your title at work means very little to anyone. Your reputation on the other hand does.
  23. Work on things you are passionate about. You will have very little to complain about if you do.
  24. Learn to say thank you and accept a compliment gracefully. Don’t deflect it. It is yours.
  25. Stay in the moment. Put the device down at the table when you are with your person. Quality time is precious.
  26. Farmers produce our food. Get to know them, and understand what they do. You will appreciate meal time a little more.
  27. Treat your restaurant server like you would the owner. Please say thank you.
  28. It’s ok to be vulnerable. When we are vulnerable, we find strength in ourselves we didn’t know we possessed.
  29. Reach out to coaches and teachers and let them know that the work they do matters. Long after retirement, a teacher is still and will always be a teacher at heart.
  30. Technology moves fast and it takes a little effort to keep up, but don’t be afraid of it. Embrace it.
  31. Politics and religion. Figure yours out, and I’ll figure mine out. And let’s still be friends.
  32. Sportsmanship and teamwork are more important than trophies. Collect teammates for the rest of your life and hang sportsmanship on your walls.
  33. Believe in yourself. If you don’t, no one else will either.
  34. Remember where you came from. Your roots are still planted there.
  35. If you feel like you need someone to talk to, you are not alone. Make the call, ask for help, and do it for you. What other people think is not important. You being here does.
  36. Everyone’s journey moves at a different pace, in different directions and at different times. Your journey, regardless of where it takes you, is your story. Write it the way you want it to be read long after you are gone.
  37. It takes courage to grow up and be who you truly want to be. Be a lion. Your future self will thank you.
  38. Listening is easier when we make eye contact. Be present and intentional about listening.
  39. Be a gentleman. Open doors, stand to greet her, share your jacket. Young men are watching your example. Be the example your sisters and daughters deserve.
  40. We can make more money. We can’t make more time.
  41. Failure tests the mind and the man. How we fail is how we grow.
  42. Faith is the strongest muscle we posses; it can lift you up when you can’t lift yourself. Work on it.  
  43. Having a son strengthens a man’s heart and his mindset. If you have a son, be a man. For him, and for yourself.
  44. Generosity is a superpower. Being generous with ourselves as well as others feels good, and is good. 
  45. Standing tall and maintaining a confident posture sets the tone for every room we walk into. Don’t slouch, shoulders back, chin up. You belong in the room.  

Cheers to five more years!

40 Thoughts After a 40-Year Journey

/ markinkrott / 11 Comments

Nothing better in 40 years than watching my sisters become wonderful mothers.

I’ve been 40 years old for four months. In those 40 years I’ve experienced success at a high level in sports and career, and have fought out of the lowest depths of my life in failed personal relationships and emotional distress.  We all have strife, struggles and pain that we feel. On the other side of those low points in our life though, is the good stuff. And the good stuff is ready and waiting for us. This morning during my morning routine, I sat down and thought about all the good stuff, reflected on the ugly stuff, and captured what I have learned over the past four decades.

Here is my list of 40 thoughts, after a 40-year journey.

  1. Mistakes are okay, excuses are not.
  2. Gratitude is the most wonderful mindset to be in. Spend as much time there as possible.
  3. Exercise and smart eating are better for my mind than they are my body. Take good care of both.
  4. Forgiveness is a virtue. Go first. And start with yourself.
  5. Family is everything. Meet them where they are – not where you think they should be.
  6. The Law of Attraction. I subscribe to it.
  7. Relationships take time. Time to invest in them, time to trust, time to heal, time to forgive, time to love… choose relationships intentionally and make the most of your time.
  8. Children are the future. Teach them to be kind to one another, and let them fail once in a while.
  9. Having a beer with an old friend you haven’t seen in 10 years is a blessing. Reach out to them more often.
  10. Writing a hand written thank you card is the art of connection – be connected to people.
  11. Meditation, prayer, and spending time in nature are good for the mind, body and soul.
  12. Goals are more likely to be accomplished when they are written down. Write them down.
  13. Call your mother. How many friends do we have that would love just one more talk with mom?
  14. Self-help books are meant to be read and re-read. Then pass them on. Someone will be grateful that you cared.
  15. A morning routine is your best time. Protect it with a good night of sleep.
  16. Laughter is great medicine. Taking ourselves too seriously and holding on to past pain prevents laughter.
  17. It’s a lot easier to blame and complain than it is to understand and take responsibility.
  18. Good things come to those who go get them.
  19. We feel better when we are tan and able to play outside. Go outside more.
  20. A little bit of everything is generally ok. Too much is always too much.
  21. There are no shortcuts. Spending time looking for one is a waste of time.
  22. Your title at work means very little to anyone. Your reputation on the other hand does.
  23. Work on things you are passionate about. You will have very little to complain about if you do.
  24. Learn to say thank you and accept a compliment gracefully. Don’t deflect it. It is yours.
  25. Stay in the moment. Put the device down at the table when you are with your person. Quality time is precious.
  26. Farmers produce our food. Get to know them, and understand what they do. You will appreciate meal time a little more.
  27. Treat your restaurant server like you would the owner. Please say thank you.
  28. It’s ok to be vulnerable. When we are vulnerable, we find strength in ourselves we didn’t know we possessed.
  29. Reach out to coaches and teachers and let them know that the work they do matters. Long after retirement, a teacher is still and will always be a teacher at heart.
  30. Technology moves fast and it takes a little effort to keep up, but don’t be afraid of it. Embrace it.
  31. Politics and religion. Figure yours out, and I’ll figure mine out. And let’s still be friends.
  32. Sportsmanship and teamwork are more important than trophies. Collect teammates for the rest of your life and hang sportsmanship on your walls.
  33. Believe in yourself. If you don’t, no one else will either.
  34. Remember where you came from. Your roots are still planted there.
  35. If you feel like you need someone to talk to, you are not alone. Make the call, ask for help, and do it for you. What other people think is not important. You being here does.
  36. Everyone’s journey moves at a different pace, in different directions and at different times. Your journey, regardless of where it takes you, is your story. Write it the way you want it to be read long after you are gone.
  37. It takes courage to grow up and be who you truly want to be. Be a lion. Your future self will thank you.
  38. Listening is easier when we make eye contact. Be present and intentional about listening.
  39. Be a gentleman. Open doors, stand to greet her, share your jacket. Young men are watching your example. Be the example your sisters and daughters deserve.
  40. We can make more money. We can’t make more time.

Updates from UpField

/ markinkrott / 4 Comments

upfieldgrouplogo

It’s been a few months since we opened our doors and now that the dust has settled a bit, I wanted to again say thank you for your friendship, well wishes, and for allowing us to share our very first newsletter with you.

As we enjoy the final weeks of summer here in the Midwest, Friday night lights are again shining on high school football, the pageantry of college game day has begun, and the NFL has brought us football on Sunday (and Monday and Thursday, on demand on Tuesday and anytime we want it throughout the week on their network.) By the way, did you know that according to a recent Global Web Index poll, 65% of Americans say they are fans of the NFL? At UpField, we’re excited to have our favorite sport back, and even more excited to be working with our football clients; Fuel Up to Play 60, the NFL Alumni Association, and Glazier Clinics.

Our team here at UpField has been extremely busy moving the ball down the field for our clients. We’re developing new business opportunities and most recently signed a merchandise licensing agreement for a client. We have taken positive steps in the right direction as a new company, and as we look at where we have been and where we are going, we recognize that we are in the business of strategically connecting organizations and causes while simply trying to help people.

Best of luck to your team this season and thank you again for being a part of our professional network.

Mark

Broncos get Right Coach for the Job

/ markinkrott / 1 Comment
The Denver Broncos recently hired a good friend and college teammate as the newest member of their coaching staff. Craig Aukerman was named defensive assistant coach after serving in the college ranks for ten years. I’m extremely proud of my friend and do not have a doubt in my mind that he will be an asset to their coaching staff. Craig has always displayed greatness on and off the field and I am confident that he will continue to be just that.

As we talked yesterday on the phone I asked him what he thought of the playbook and the sytem the Broncos exercise on defense… As I expected, he mentioned learning the extensive playbook would be his first challenge as a new coach in a new system. – Knowing Craig though, he will impress the coaching staff in Denver with his work ethic and football intelligence; and ultimately learn the playbook.Earlier today I read some cynical comments on Bronco blogs negatively portray the Bronco’s hire due to his small college experience at Western Kentucky, Miami (Ohio), and Kent State. I don’t want to bash the fans because they are the reason the NFL is what it is, but if you are hating on a guy because of where he learned to be a coach I have to ask the question… Are college athletes really that different in the MAC than they are in the Big 10 or the ACC or even the SEC? Does teaching a five-star collegiate athlete better suit a coach for the next level compared to teaching a three-star athlete? – I pose this rhetorical question because I don’t know the answer from a psychological perspective… From a physical ability standpoint I think generally we all agree that athletes are better equipped at Ohio State University than they are at Ohio Northern Universtiy but that’s the obvious.Here’s an example: Take a small college safety compared to a NFL safety reading the eyes of a quarterback from a cover-three zone. This means that the defensive player is watching the quarterback prepare to throw the ball and then breaking in the direction of the pass as soon as he believes he knows where the pass is going. A small college safety who runs a 4.6 second forty yard dash may have great instincts and as a result have many pass break ups and interceptions throughout the course of a season. The NFL safety who runs a 4.3 forty yd. dash may have decent instincts but not as many pass break ups or interceptions over the course of a season despite having more opportunity and more physical ability- Granted the quarterback play is much better at the NFL level so it’s not entirely an apples to apples comparison but it works for the sake of our discussion. Also assume the atheltes are similar in their preparation, intelligence, and reaction time; however, one is simply physically superior to the other. From a coaching perspective, if a coach is teaching the small college athlete what to look for in the quarterback’s progression and he is anticipating where the ball is going and is correct with his assumption, but he just isn’t fast enough to make a play on the ball; there’s not much else a coach can do or say to improve that athlete.While the athletes Aukerman coached at his previous assignments may not be capable of making plays in the NFL, I can assure the bloggers of Denver nation that they were well-coached and better men because of him. His ability and potential as a coach is part of the reason the Broncos hired him, but also measured by the Broncos organization is the quality of man becoming a part of their team and community. Don’t forget that building a TEAM takes more than talent sports fans. Jim Collins stresses in his book Good to Great: Why Some Companies Make the Leap and Other’s Don’t, the importance of having the right people in the right places to ensure your company, brand, or team’s success. Craig Aukerman might not be the powerful household name Bronco fans were expecting but either was Josh McDaniels when he came to town. The 33-year-old had a lot to prove in Denver and I look for the new 33-year-old Aukerman to do the same.