Have you ever wondered why the feeling of watching a game in good company and, of course, with a beer in hand, is so irresistible? The relationship between these two worlds, apparently different but irremediably connected, has been a classic in our lives. From the streets full of fervor to the bars turned into small coliseums, beer and sport make up a duo that knows how to stay on the crest of the wave.
More than a tradition, a strategy: the impact of beer sponsorship on sport
In recent decades, beer brands have taken advantage of the promotion of sporting events to raise their profile. Official sponsor in disciplines ranging from football to Formula 1, these brands not only seek to sell more, but also build a solid presence in collective memory. This symbiosis goes beyond mere sponsorship; It is an exchange that feeds both the passion for sport and the desire of a good cold jug.
Soccer as the engine of beer consumption in everyday life
Football, considered by many as modern religion, strongly drives beer sales, especially in the bars and coffees that become temporary temples during matches of matches. Recent studies reveal that, in days with important matches, sales in these premises rise vertiginously. In those key hours, beer consumption can be fired until almost double with respect to a typical day.
Data that paint a refreshing reality
A Nielsen report speaks clearly: on Tuesdays and Wednesdays, typical days of the matches in tournaments such as the Champions League and the Copa del Rey, sales are multiplied in the hospitality premises. During those nights, the bars see their income duplicate compared to days without prominent meetings. Most expenses at that time are destined to beer, a preference that has been increasing in recent times.
Registration of brands and alliances that strengthen the link
Brewfish giants such as Mahou, Heineken, Estrella Galicia and Budweiser have understood that sport is a perfect setting to connect with their audience. Thanks to strategic alliances with important clubs and leagues, these brands not only gain visibility, but also position themselves as the favorite company to accompany a good game. This, in turn, has led many of them to be the favorites in the most intense moments of the game.
The Heineken phenomenon: a success story in international football
Heineken, with its characteristic green color and distinctive flavor, has become the beer par excellence for football fans in Europe and the United States. The Dutch firm has opted strong for the king sport, establishing a sponsorship agreement with the Major League Soccer (MLS) and consolidating its presence as the official beer in several leagues. Only in the season, the sale of more than one million pints talks about the love that awakens this brand among young people, especially millennials who seek to live every game intensely.
This binomial between beer and football is still in force, feeding a culture that combines passion, celebration and, of course, good taste in the drink. With each tournament, each cup and each spectacular play, the relationship is reinforced, projection after projection, in a kind of eternal alliance with a touch of humor and a lot of history to tell.
