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.
Mark Inkrott 