The study found no clear pattern between sports sponsorship and beer consumption

The study found no clear pattern between sports sponsorship and beer consumption

Brewers are splashing millions of dollars on sports sponsorship with no effect on overall consumption, a new study has claimed.

The Sponsorship Today survey said today (5 February) beer manufactures spend US$1.4bn a year on global sponsorship deals with sport. However, in some countries with a high spend, consumption remains low while countries with a low spend enjoy high consumption, the survey said.

“There was a very clear correlation between consumption and disposable income, but no clear pattern regarding sponsorship spend and consumption,” it said. 

The findings “add to the body of research that suggests that sponsorship is not a major contributory factor in increasing alcohol consumption”, the survey said.

The top three global brewers, Anheuser-Busch InBev, Heineken and SABMiller, account for the majority of spend, according to the survey of 420 sports sponsorship deals. 

The US accounts for half of all beer sports sponsorship, while the UK is second with $71m, the survey said. A-B InBev's NFL deal with Bud Light, worth $1bn over six years, is the world's biggest, the survey said.

In November, the head of Europe's professional football leagues said sports sponsorship helped boost the continent’s economies.

Expert analysis

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