The next generation of sports enthusiasts is increasingly being targeted by beer brands, particularly in the rapidly expanding nonalcoholic category, through the use of Connected TV (CTV).
Andrew Katz, Chief Marketing Officer at Athletic Brewing Company, the largest nonalcoholic brewery in the United States, asserts that “We tend to gravitate toward the locations where our audiences are watching.” “They are typically younger and prioritize streaming over cable.”
In summary, it is altering the way in which beer brands perceive media. According to Firestone Walker Brewing Company CMO Dustin Hinz, CTV has proven to be a game-changing innovation.
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During a recent appearance on The Current Podcast, he stated, “It has made it a hell of a lot easier to get more geotargeted.” He also noted that a significant portion of their audience is comprised of avid sports enthusiasts.
Additionally, the cadence is impeccable. In 2024, nonalcoholic beer sales experienced a more than 27% increase in comparison to the previous year, driven by the increasing popularity of wellness among younger consumers who consume less alcohol. This trend is transforming sponsorships and athletics, as well as the media strategies that accompany them.
AB InBev, the world’s largest brewer, is preparing to invest. In the first quarter of 2025, the company experienced a 34% increase in revenue from its portfolio of non-alcohol beers. Corona Cero, its global zero-alcohol lager, has become a fundamental component of its sports and media strategy. The brand, which is currently the official beer sponsor of the 2024 Olympics, will continue to hold this position for the 2026 and 2028 Games. This commitment will be bolstered by digital campaigns that are currently ongoing in over 40 countries.
AB InBev is also expanding its presence on streaming platforms, with early placements on Netflix and potential integrations associated with the 2026 FIFA World Cup, where it has a long-standing sponsorship.
Anheuser-Busch has been advertising in the game since 1975, as tentpole events such as the Super Bowl are adapting to evolving consumer preferences. However, the Michelob Ultra Zero, a nonalcoholic beverage, was among the brands that were featured this year. In the interim, Firestone’s North American brand, 8Zero5, has formed a partnership with a motocross racer to expand its audience beyond the major divisions.
From the diehard to the fluid admirer
Gina Waldhorn, the Chief Marketing Officer of Sports Innovation Lab, reports that 65% of individuals who subscribe to sports-centric services, such as ESPN+ and Fubo TV, have spent money on athletic beverages within the past three years.
Waldhorn believes that this is a result of a combination of long-standing fans’ increased receptivity to nonalcoholic beverages and streaming platforms’ efforts to attract younger, “fluid” fans.
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Waldhorn asserts that “an increasing number of fans are embracing sports fandom through unconventional avenues,” including gaming, live entertainment, and health-conscious athlete influencers. “They arrive anticipating an alternative experience.”
However, the trend is not solely driven by so-called fluid enthusiasts. Waldhorn reports that twenty percent of traditional MLB fans and fourteen percent of NFL fans have purchased nonalcoholic beer within the past three years.
Waldhorn states, “If I am the head of media for a nonalcoholic brand, I would allocate a significant amount of resources to streaming in order to specifically target fans.” “They are present.”
I am just beginning.
Nonalcohol firms are considering investments in more than just CTV. SponsorUnited data provided to The Current indicates that the number of individuals who are actively purchasing sponsorship agreements with major sports has increased by 135% in the past two years.
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Athletic Brewing has established itself as the official nonalcoholic beer partner of Arsenal, a Premier League football club, in addition to Corona Cero’s Olympic partnership. In the interim, Heineken 0.0 has made significant strides in the motorsport industry by serving as a global sponsor of Formula 1 and implementing campaigns that advocate for moderation and zero-alcohol alternatives on track and digital platforms.
Katz states, “We regard our sports investments as part of a continuum.” “Fandom is multifaceted and has a long tail.”
The emergence of nonalcoholic brands in sports could also create more opportunities for brand and athlete partnerships. For example, NFL players are prohibited from endorsing alcoholic beer. However, Patrick Mahomes, the star quarterback of the Kansas City Chiefs, has discovered “loopholes” by appearing in commercials for a Coors Light Bear (not beer, as you may have guessed) and a Coors Light (as in, a flashlight).
Is it possible for athletes to circumvent these requirements by consuming nonalcoholic beer?
Katz emphasizes, “We have not yet collaborated with an NFL team.” “We are undoubtedly avid supporters of the National Football League and have visited specific NFL stadiums.” However, our strategy is not league-centric; rather, it is fan-centric. Traditional sports have not been the focus of a significant portion of our work to date. However, that is not to mean that we will not. It is a process of development as the brand increases in recognition.
Bob Lynch, CEO of SponsorUnited, anticipates that these partnerships will continue to expand as the nonalcoholic category becomes more widely recognized.
“It is expected to rise.” Although it remains diminutive, the sector is expanding. The trend line will persist in this manner and adhere to societal tendencies.
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