My Custom Sports Chair’s Post

Sports has always been a great partner with drinks brands. Clever opportunities being used to market zero% alcohol and, there's been a trend towards sustainability in sports sponsorships. Beverage brands are increasingly promoting their environmental initiatives through sports sponsorships, aligning with eco-friendly practices and sustainability in sports events. Great partnership by DIAGEO. #brandsponship #AlcoholBrands #sport #digitalmedia

Guinness seems to go from strength to strength in the On Premise even here in APAC 🍺 and becoming the sponsor of the Premier League demonstrates the brand's significant growth at a global level. CGA by NIQ OPUS consumer research in key APAC markets, shows high penetration levels and large increases for Guinness brand consumption across Beer drinkers in 2024; Australia: +5pp vs 2023 South Korea: +4pp vs 2023 and No. 4 rank in International Beer brands Japan: No. 2 rank in International Beer brands 2023 New Zealand: No. 6 Rank in International Beer Brands 2023 For work, I recently visited the UK and one of my oldest friends took me to what he described as the "hottest venue in London right now". It turned out to be an Irish Pub called The Devonshire in the centre of London which according to him served "the best pint of Guinness outside London". It was packed... and the only drink being drunk as far as I could see was a Guinness. It wasn't a surprise to learn that Guinness in 2023 was the most popular beer in the UK On Premise and shows the headroom for other markets. The sporting occasion plays a key part in On Premise consumption in both live sports viewing in venues and actual Stadium consumption with a strong product-market fit for beer. Additionally, in times of uncertainty, consumers flock to quality and trusted brands to reduce risk in choice and provide known value. Guinness is capitalising on this through the consistency of their messaging and brand equity built over decades and the sports sponsorship will only cement this position globally. #OnPremise #Beer #Insights #Guinness #CGAbyNIQ #OPUS Tom Graham Samiksha Chopade Jaepil Sohn Kotaro Katayama

McDonald's takes a bite out of Ligue 1 🍔 France's top football league, Ligue 1 Uber Eats, will be rebranded as "Ligue 1 McDonald's" after a £17 million-per-year deal. This coincides with McDonald's becoming France's largest restaurant chain in 2023, boasting 1,560 outlets. The misalignment between fast-food and football is undeniable, but Ligue 1 boasts a young, passionate fanbase, a demographic McDonald's craves. The league attracted an impressive 54 million viewers on French television during the 2019-2020 season, offering significant brand exposure. In 2022, McDonald’s did a campaign with Netflix, featuring on Emily in Paris, to market the ‘McBaguette’. Could this be part of their strategy to be more prominent in France? 🌙 What do you think of this move from McDonalds? #Lunar #Branding #McDonalds #UberEats #Ligue1

Beer Lottery, Football and angry Colombians. ❌ A wild campaign (that's undeniably ingenious) What: Following 🇨🇴 Colombia's failure to qualify for the 2022 World Cup, Cerveza Aguila, the national team's primary #sponsor, launched the "Beer Lottery" campaign aimed to re-engage disillusioned fans by tapping into their love for #betting and national pride. 🎲 ⚽ How: 4️⃣9️⃣2️⃣8️⃣1️⃣5️⃣🔟... The campaign cleverly leveraged the seemingly random player lineups during the national anthem before each match. Cerveza Aguila created 🎫 tickets featuring numbered sequences corresponding to potential lineups. Fans purchasing these tickets could win a share of a massive beer prize worth 500 million pesos if their ticket matched the actual lineup. ❌ But it wasn't that easy (see the video) This ingenious (no doubt) approach injected some excitement and patriotism back into the fan experience, fostering a renewed sense of connection with the team. ❌ And there's no arguing with that, but... The campaign also highlights the territorial nature of trends and passions. I don't expect similar initiatives (beer, lottery) to take off in every country. But you have to admit ➡ the concept of intertwining at least three passions is excellent, with a successful execution.

⚽ Pubs and bars dominate the landscape for consumers wanting to go out for live sports in Ireland. 🍻 LADs are the most popular drink type - Lager takes the top spot, with almost half of consumers out to watch live sports ordering it. 💶 The likelihood of a consumer spending over €20 in one sitting is highest when watching live sports versus any other occasion. This is why sporting occasions, like the #Euro2024, remain a priority for brands and outlets. Explore the opportunities of live sport and Irelands On Premise - https://lnkd.in/g9_M3SFh #Hospitality #OnTrade #OnPremise #Hospitality #Alcohol #ConsumerBehaviour

England Euros Victory Worth£800M to Nations Pubs Pubs and bars could be set for an almost billion pound boost, if the Three Lions are victorious this summer. As the tournament kicks off, new analysis from leading trade body UKHospitality estimates the group stage alone will generate an additional £340m in sales for hospitality venues across the UK, rising to £800m if England win the tournament. Two in five Brits planning to watch the football will do so in pubs and bars, with sales of beer increasing by 14% on matchdays, according to CGA by NIQ. Kate Nicholls, Chief Executive of UKHospitality, said: “The nation is set to be gripped by the Euros, with fans filling our pubs and bars to cheer on the home nations. “Outside of being at the games in Germany, we know the pub is the number one place to watch live sport and hospitality businesses can’t wait for the tournament to begin. “The group stage alone will provide an additional £340 million in sales, but England lifting the trophy could see almost a billion pound boost for our pubs – adding just one more reason to get behind the Three Lions.” Read More:

Sports viewing On Premise visits pose as great potential opportunities for suppliers and venues for targeted marketing activities to win the consumer On Premise. ⚽ 🏉 🎯 James Phillips, our Client Solutions Director, shares how engagement and consumer loyalty can be tapped by looking at the nuanced preferences of sports viewers. Top categories among consumers for Sports Viewing are Domestic Beer, Wine, and Craft Beer with an average drink consumption of 5 drinks per visit. 🍺 🍷 For more such insights from our upcoming OPUS survey, get in touch with our team at CGA by NIQ. 💡 #OnPremise #Insights #CGAbyNIQ Tom Graham

Lead The Way! AB InBev understands how to build consumer loyalty in a rapidly evolving sport industry. Euromonitor International breaks it down. EMI recently published: Consumer Loyalty in Sports Key findings: Keeping pace with changing fan behaviors. Sport loyalty rooted in emotional connection. Tailoring rewards and experiences through advanced segmentation. The advent of NextGen fans opens new strategies within sport loyalty. #ConsumerLoyalityinSports, #EuromonitorInternational

Community engagement is a super-power - in my video tutorial on this topic I highlight another Allagash effort, plus other breweries #allagashbrewery https://lnkd.in/eKhJy_6q