• Loading stock data...
Wednesday, January 15, 2025

NFL Beverage Partnerships Heat Up in 2020, Especially in New Stadiums

  • Constellation Brands has rolled out Rams, Chargers and Raiders partnerships with three of its familiar beers.
  • Anheuser-Busch continues its craft strategy around NFL teams with a new Breckenridge Brewery beer with the Denver Broncos.
Broncos Beer
Breckenridge Brewery

As the 2020 NFL season kicks off with the Los Angeles Rams and Chargers and Las Vegas Raiders opening their new stadiums, they’re also welcoming new beer partners.

Constellation Brands has increased its presence and investment within the NFL with three deals with the West Coast teams, all with a different targeted approach. 

For the Raiders, the beer company is moving forward with Modelo and its wine brand Woodbridge by Robert Mondavi. The Chargers and Rams are partnered with Pacifico and Corona, respectively.

“These partnerships enable us to generate more market awareness, drive consideration and showcase our portfolio of brands in state-of-the-art stadiums with next level experiences,” said Rene Ramos, Constellation Brands vice president of field, lifestyle and experiential marketing. “When you combine the right brand with the right partner with strong execution, you create something special for our distributor partners, retailers and consumers.”

The Constellation Brand partnerships are just the latest alcohol deals in the NFL — historically one of the more significant and brand-forward segments in sports advertising. The NFL has a long-standing partnership with Anheuser-Busch, which often provides branded cans for team partners. The company has also leveraged its growing craft brewery portfolio, partnering them with local NFL teams.

Raiders-branded Modelo cans have arrived in Las Vegas retailers, a key strategy for Constellation. Modelo is the team’s official cerveza, as the Raiders also signed a new deal with Molson Coors, making Coors Light the official domestic beer of the team.

“Modelo is the No. 1 beer in the [Las Vegas] market — with a lot of runway to go,” Ramos said. “The excitement around the Raiders coming to town to play in the new stadium provides an opportunity to supercharge Modelo in Las Vegas and throughout Nevada.”

Despite Allegiant Stadium in Las Vegas and SoFi Stadium in Los Angeles announcing they will not host fans this season, both will feature exclusive brand concession areas when fans return. At Allegiant Stadium, Constellation has the Modelo Cantina Club, overlooking the 50-yard line, and the Modelo Tailgate Zone outside the stadium. Similar concession stands will be at SoFi Stadium, with both the Corona Beach House and Pacifico Patio featuring the products. 

Along with the Constellation partnership, the Rams have extended their offerings with a whiskey partner: Austin, Texas-based Nine Banded Whiskey. The partnership started in 2019, but the whiskey will make its debut in SoFi Stadium next season.

49ers Gold Bar Whiskey

49ers Embrace Local With New Partnerships, Including Gold Bar Whiskey

The San Francisco 49ers are embracing the team’s gold rush heritage with…
September 24, 2019

It’s Nine Banded Whiskey’s only “major marketing initiative” outside of Texas.

One of the Anheuser Busch craft partnerships also received a makeover this season, as Breckenridge Brewery’s beer with the Denver Broncos shifted from United in Orange to Broncos Country. For the 2020 season, Breckenridge brewed up a beer made with 100% Colorado ingredients. 

“We know how much Denver residents love the Broncos,” Breckenridge President Todd Usry said. “We are proud to be able to brew a beer that celebrates not only the Broncos, but the die-hard fans that support them year after year.”

Usry gives the Anheuser-Busch ownership credit for helping open the doors to major partnerships like the Broncos and empowering the local connections. He joined the brewery in 1991, more than two decades before AB purchased it in 2016.

In Indiana, the Colts approached an in-state winery, Oliver Winery, about partnering. Together, the two Indiana brands have rebased the Colts Collection, which includes the Oliver Blueberry Moscato and Oliver Pinot Grigio. There’s also a red blend and rosé in the collection.

Spill the Wine: NFL Clubs Pushing Team-Branded Wine Collections

A bottle of white, a bottle of red. Perhaps a bottle of…
August 27, 2019

“The partnership is just the beginning and we’ve been able to gain initial placements of the Colts Collection wines at many retailers,” Oliver Winery President Julie Adams said. “We hope the Colts wines will show incremental sales, given the unique nature of the packaging and the limited-time nature of the product in market.”

Adams said the brand association with the Colts will be a significant boon to the winery this fall and that fans will be able to enjoy the wines when they do make their way into Lucas Oil Stadium — it’s one of just a few NFL stadiums allowing fans in Week 1.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Mar 5, 2024; Houston, Texas, USA; Houston Rockets owner Tilman Fertitta smiles during the third quarter against the San Antonio Spurs at Toyota Center.

Cubs, Mavs, Rockets Owners Co-Hosting Trump Reception With Zuckerberg

Owners of three sports teams are teaming up for an inauguration party.
The United States Capitol during the certification of votes by Congress making Donald Trump president on Jan. 6, 2025.

U.S. House Passes Ban on Transgender Athletes in Women’s Sports

The bill would apply to all educational levels, from kindergarten to college.
Race leader and eventual stage winner Primož ROGLIČ (SVN/RedBull-Bora-Hansgrohe) in the final kilometer up the finish climb of stage 19 from Logroño to Alto De Moncalvillo (ESP/168km) of the 79th La Vuelta Ciclista a España 2024 on 6 September. // Kristof Ramon / Red Bull Content Pool // SI202409060905 // Usage for editorial use only //Primož ROGLIČ (SVN/RedBull-Bora-Hansgrohe) congratulated by teammate Florian LIPOWITZ (DEU/RedBull - BORA - hansgrohe) after a very strong stage 13 from Lugo to Puerto De Ancares (ESP/171km) of the 79th La Vuelta Ciclista a España 2024 on 30 August

Red Bull Is on a Hot Streak in Sports. Can It Win..

The company is betting on a big future in cycling.

Featured Today

Ohio State Buckeyes defensive end Jack Sawyer (33) knocks the ball out of the hands of Texas Longhorns quarterback Quinn Ewers (3) and returns the fumble for a touchdown in the fourth quarter of the Cotton Bowl Classic during the College Football Playoff semifinal game at AT&T Stadium in Arlington, Texas on January, 10, 2025.

College Football Is Closer Than Ever to Perfecting the Championship Process

Despite valid criticisms, the first expanded Playoff is working.
Jan 2, 2025; New Orleans, LA, USA; Notre Dame Fighting Irish head coach Marcus Freeman (R) reacts on the sidelines in the final minute against the Georgia Bulldogs during the fourth quarter at Caesars Superdome.
January 9, 2025

Amid Realignment Mania, Notre Dame Stayed Independent. It Paid Off

How the CFP semifinal-bound Fighting Irish made their business model work.
Ohio State wide receiver Jeremiah Smith (4) celebrates a first-down catch against Oregon during the 2025 Rose Bowl in Pasadena, Calif.
January 3, 2025

The Biggest Changes to College Sports Are Coming in 2025

Sweeping developments could affect the college sports foundation this year.
Dec 31, 2024; Chicago, Illinois, USA; Chicago Blackhawks center Connor Bedard (98) walks out to the rink before the Winter Classic against the St. Louis Blues at Wrigley Field
January 1, 2025

Glitzy NHL New Year’s Eve Winter Classic Showcased Connor Bedard’s Star Power

The business of Bedard—on full display—is crucial for the NHL.
exclusive

Talor Gooch Using LIV Golf Fortune to Start Building Sports Empire

The golfer has made more than $43 million individually from LIV.
November 13, 2024

Why Liberty Media Spun Off Assets, Shook Up Leadership

Longtime CEO Greg Maffei is stepping down at the end of the year.
December 4, 2024

U.S. Firm Makes $310M Bet on Soccer by Forming Superagency

The U.S.-based investment company makes a significant play in international soccer.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
Oct 27, 2024; Seattle, Washington, USA; Buffalo Bills quarterback Josh Allen (17) passes against the Seattle Seahawks during the second quarter at Lumen Field.
October 30, 2024

Buffalo Bills in Talks to Sell Stake to PE Firm Arctos: Report

Arctos already has a slice of Paris Saint-Germain and the PGA Tour, among other assets.
Jul 7, 2021; Tampa, Florida, USA; Tampa Bay Lightning owner Jeff Vinik hoists the Stanley Cup after the Lightning defeated the Montreal Canadiens 1-0 in game five to win the 2021 Stanley Cup Final at Amalie Arena.
October 25, 2024

Lightning Sell at $1.8B Valuation, Nearly Double Prior NHL Record

The Lightning unveiled a multistep and multiyear sale process.
May 24, 2024; Minneapolis, Minnesota, USA; Dallas Mavericks owner Mark Cuban celebrates after defeating the Minnesota Timberwolves in game two of the western conference finals for the 2024 NBA playoffs at Target Center.
October 9, 2024

Why Mark Cuban Sold the Dallas Mavericks When He Did

Cuban sold his majority stake to the Adelson family in December 2023.
Young fans look over Michigan State sports equipment on display during the Spring Showcase on Saturday, April 20, 2024, at Spartan Stadium in East Lansing.
October 2, 2024

Private Equity Firms Buy Rival Hockey Brands CCM and Bauer

Both brands have been around for decades and changed ownership in the same week.