• Loading stock data...
Sunday, August 31, 2025
The biggest names in sports media. All in one room. Get your ticket now!

Hard Seltzer Spilling Into Sports Partnerships

  • Beverage category sales grew 226% in 2019, expected to reach $3.5 billion in 2020.
  • Anheuser-Busch making a significant push to challenge segment leaders White Claw, Truly.
hard seltzer partnerships
Photo by Andrew Hancock/XFL

Despite developing a massive culture buzz and significant sales growth, hard seltzer has remained relatively quiet in sports partnerships. But that is changing rapidly. 

With the emergence of established alcohol brands in the category, especially of those that already play in the sports partnership world, the still-fledgling market could be ripe for the picking.

“We’ve seen it happen on several levels, especially with how hard Anheuser-Busch has come at the category,” Justin Kendall, editor of BevNet’s Brewbound, said. “The category won’t be triple-digit growth forever, but [sports partnerships] seem to be open season now.”

Hard seltzer sales grew 226.4% in 2019 – compared to beer’s less than 1% growth – and is expected to double to $3.5 billion this year, according to S&P Global. Kendall said some analysts have predicted it could eventually make up 12% of the beer category, noting it had a 5% market share at the end of 2019.

Until last summer, hard seltzer was still seemingly a novelty beverage. 

Yet, the monster growth has spilled into the mainstream beverage world and led to beverage giant Anheuser-Busch InBev getting into the game with Bon & Viv, which became an NFL partner in the fall. The company also launched Natural Light Seltzers, which partnered with the Big 12, and now the company’s flagship Bud Light brand has entered the hard seltzer category.

The rapid growth of the category made it hard for the sports partnership space to keep up, Nick Kelly, AB InBev vice president of partnerships, beer culture, and community, said. Because it legally falls into the beer category, it has not been very easy for new potential partners to find deals.

Bud Light Seltzer will be anywhere Bud Light is a partner, which includes more than 50 teams and leagues, Kelly said. The way the partnerships are brought to life varies, Kelly said, while mentioning Bud Light Seltzer’s helmet patch with the XFL’s Dallas Renegades.

Kelly said Bud Light Seltzer would act as an alternative to beer at sporting events where the beverage might not have been available and, potentially, introduce new consumers to the still-emerging category.

“Sports gives us the opportunity to engage an entirely new group of consumers where people normally expect to find Bud Light,” Kelly said. “We see them as complementary. Sports are easy-drinking occasions, and whether you are drinking Bud Light or a Bud Light Seltzer, these are drinks that can be enjoyed while watching sports.

READ MORE: Kombucha Companies Making Push Into Sports As Market Expands

“We think there is a ton of runway in sports to not only introduce Bud Light Seltzers but help it grow into another beverage consumers can enjoy while cheering on their favorite team,” he said.

Another massive beer brand, Constellation Brand’s Corona, will enter the hard seltzer market this spring. Reports suggest the brand will spend $40 million in marketing efforts this year.

Despite the entrance into the category by big corporations and small brewers alike, White Claw continues to dominate the $1.75 billion segment, claiming 59% of the market share – growing its sales 315.9% last year. White Claw has been so dominant in the category some have already equated it to Kleenex or Band-Aid.

“They’ve defined the category,” Kendall said. “They’re ubiquitous and somewhat transcended what it is.”

Despite a recent surge of promotions, especially in Minor League Baseball, White Claw declined an interview for this story.

The lack of sports partnerships by a market leader and absence of major brands at the time led Covington, Kentucky-based Braxton Brewing to launch a seltzer brand, Vive, with real fruits. It also began seeking out sports partners, signing deals with FC Cincinnati, the Cincinnati Bengals, Columbus Blue Jackets, and the Indiana Pacers. 

It was an opportunity to get into sports partnerships which were previously limited by big beer’s dominance, Jake Rouse, Braxton chief executive officer and co-founder, said. Still, partnerships were often hamstrung by “malt beverage” exclusivity clauses.

Rouse said the company is still in partnership conversations that regionally make sense to the brand’s four-state distribution footprint.

“For us, it’s a really big opportunity,” Rouse said. “We’re working hard on building the brand, and we’re playing in a different league with this. It’s an investment in the brand, but there’s no better way to associate locally than with that area’s sports teams and find those fans and get sampling at scale.”

The absence of market leaders didn’t last long, however. 

Hard seltzer’s No. 2 brand, Boston Beer’s Truly with 26% of the market, became an official NHL partner in 2019 and, more recently, began signing team deals, including one with the Florida Panthers. Boston Beer CMO Lesya Lysyj said the team would continue to seek partnerships that align with the brand, especially to grow a “stronghold in the NHL.”

READ MORE: Alcohol Industry Segmentation Offers NHL New Partner Opportunities

The NHL deal is currently the only league partnership for Boston Beer, the nation’s largest craft brewer and maker of Sam Adams.

“Relatively speaking, hard seltzer is still a new category within the alcoholic beverage space, perhaps making it less known than traditional options,” Lysyj said. “Truly is meant to be enjoyed by all types of drinkers, so when looking for a strong partnership fit, we look to ensure that that is the case across the board.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Who Are the Richest MLB Owners?

MLB owners are among the wealthiest people in the U.S.
Feb 7, 2025; Storrs, Connecticut, USA; UConn Huskies center Tarris Reed Jr. (5) reacts after his basket against the St. John's Red Storm in the first half at Harry A. Gampel Pavilion.

After Decade Apart, ESPN and Big East Rekindle Media Rights Relationship

After a decade-plus apart, the network will stream hundreds of conference events.

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
Jun 10, 2025; Pittsburgh, PA, USA; Pittsburgh Steelers quarterback Aaron Rodgers (8) drops back to pass during minicamp at their South Side facility.
opinion

Steelers Win-Now Mode Is Good News for NFL Media Partners

The conservative “Steeler Way” has finally adapted—and media partners are happy.

Featured Today

Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.
August 26, 2025

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) warms up as the Texas Longhorns prepare to play the Clemson Tigers in the first round of the College Football Playoffs at Darrell K Royal Texas Memorial Stadium.
August 23, 2025

Schools Are Hesitant to Allow PE Into Their Athletic Departments

Regardless of budget, schools don’t believe the risk is worth the reward.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
exclusive
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.