• Loading stock data...
Wednesday, December 11, 2024
Tune in on Dec. 11 at 1:05 p.m. ET for our last Future of Sports virtual summit of the year – Future of Sports: Marketing! Register Now

Kombucha Companies Making Push Into Sports As Market Expands

  • Kombucha was a $1.2 billion market in 2018 and is projected to grow to more than $3.5 billion by 2025.
  • As teams and athletes embrace the beverage, brands like Health-Ade have started seeking sports partnerships.
Kombucha Health Ade
Photo Courtesy Health-Ade
Photo Courtesy: Health-Ade

Like the recent push into sports by various hard seltzer brands, there appears to be plenty of runway for kombucha to grow in the industry, using sports as a way to connect with a broader population. Kombucha is currently a $1.2 billion global beverage category, and that figure is only predicted to grow as household penetration continues, said Jeff Rubenstein, Health-Ade president of marketing. 

Health-Ade, which received a $20 million investment from Coca-Cola in May, according to trade publication BevNet, recently signed a partnership with the Seattle Seahawks. Coke has been an investor in the company since 2014.

The kombucha company reportedly had $35 million in sales in 2018, as the U.S. market closed in on $700 million. Adroit Market Research predicts kombucha will hit $3.5 billion by 2025.

“Growth comes from innovation, new younger and multi-cultural drinkers, new occasions, expanded distribution, and increased excitement in the sports community,” Rubenstein said. 

As the company recently launched distribution in the Pacific Northwest, the partnership with the Seahawks presented itself as a way to excite the new market about kombucha. Included in the partnership are media and social media elements, along with in-stadium distribution and retail programs. It’s also throughout the Seahawks training facility, the Virginia Mason Athletic Center.

“We were seeking a partnership to supplement our retailers in the territory,” Rubenstein said. “The Seahawks are the dominant cultural property in the region, so it was a top choice.”

For the Seahawks, the team saw an opportunity to further connect with its “foodie market,” said Zach Hensley, Seahawks vice president of venue operations and guest experience at CenturyLink Field. The Seahawks now offer a variety of flavors of kombucha at the stadium, including Pink Lady Apple, which is made with Washington-grown Pink Lady Apples.

“Our fans love to try new things and see a variety of options at the stadium,” Hensley said. “We love that not only is it a nutritious beverage option, but it includes locally-sourced ingredients as well.”

Hensley said the venue’s concessions regularly add “the next best thing,” and fans have communicated that healthy options are important. 

Kombucha is often recognized as a healthy beverage with its antioxidants and probiotics. Rubenstein said there’s a connection between gut and digestive health and overall well-being, making the mix of acids, metabolites, and probiotics found in kombucha a natural fit in the athletic realm. 

Teams across different leagues have embraced the kombucha movement. The Golden State Warriors have it on-tap in the players’ lounge at the Biofreeze Performance Center at Chase Center. The Washington Redskins include a kombucha machine among its drink options, along with cold brew coffee, at Redskins Park.

Going beyond distribution and partnerships, the Portland Trail Blazers collaborated with Brew Dr. Kombucha in 2017 to make Special Edition Rip City Happiness Kombucha in the spring. The move was made in part to provide more local options at Moda Center.

As Health-Ade realized elite athletes were drinking kombucha as a supplement to their daily diets, Rubenstein said it was obvious to acknowledge that market and take a deeper look at how to activate through partnerships. That spurred the new marketing campaign “You Brew You,” meant to “encourage people to follow their dreams and be their authentic selves, both on and off the field.”

READ MORE: Truly, Natural Light Pushing Hard Seltzer Further Into Sports

Rubenstein said there’s a healthy amount of athlete relationships and fans across the NBA, NFL, surf and skate cultures they hope to develop further as it continues to grow. Health-Ade touts Trail Blazers forward Carmelo Anthony, Jacksonville Jaguars quarterback Nick Foles and extreme athlete Shawn White among its fans.  

“For now, the plan is to continue incubating in sports culture, building authentic relationships with athletes, training, and coaches,” he said.

As more large-scale beverage companies with experience in sports enter the kombucha industry, as PepsiCo, Anheuser-Busch InBev, and Molson Coors have, there certainly could be deeper penetration into sports.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Nov 15, 2024; Arlington, Texas, UNITED STATES; Mike Tyson (black gloves) fights Jake Paul (silver gloves) at AT&T Stadium.

Netflix Spectacle Made Tyson, Paul Top Trending U.S. Athletes of 2024: Google

The Yankees and Dodgers were among the top trending sports team searches in 2024.
Oct 22, 2024; Kansas City, MO, USA; TCU Horned Frogs center Sedona Prince (13) talks to media during Big 12 Women’s Basketball Media Day at T-Mobile Center.

Athletes in Landmark House Case Ask for College Players’ Association

Plaintiffs in the House v. NCAA case want more than just revenue-sharing.
Nov 2, 2024; Ann Arbor, Michigan, USA; Michigan Wolverines cheerleader runs with a flag before the game against the Oregon Ducks at Michigan Stadium.
opinion

College Football’s Billionaire Backer Era Begins

Is this the new normal in CFB recruiting?
Nov 2, 2024; Dallas, Texas, USA; Southern Methodist Mustangs head coach Rhett Lashlee leads SMU on to the field before the game between the Southern Methodist Mustangs and the Pittsburgh Panthers at Gerald J. Ford Stadium.

Every Power 4 Championship Game Will Have a Conference Newcomer

Oregon, SMU, Texas, and Arizona State will all play for titles.

Featured Today

Nov 2, 2024; Denver, Colorado, USA; Detailed view of a Wilson NBA basketball held by a referee during the second half between the Utah Jazz against the Denver Nuggets at Ball Arena

‘Obvious Weak Point’: Refs Remain an NBA Gambling Concern

A season after Jontay Porter, the biggest risk may not be players.
LA Galaxy forward Dejan Joveljic (9) celebrates with midfielder Riqui Puig (10) after scoring a goal against Seattle Sounders FC in the second half in the 2024 MLS Cup Western Conference Final match at Dignity Health Sports Park
December 6, 2024

With or Without Messi, Major League Soccer Is Barreling Into the Future

After the Cup final, the league looks to accelerate its growth.
Dec 18, 2022; Lusail, Qatar; FIFA president Gianni Infantino claps during the awards ceremony after the 2022 World Cup final between Argentina and France at Lusail Stadium.
December 2, 2024

FIFA Wants More Matches. Resistance Is Growing Inside the Global Soccer World

Resentment and frustration over expanded schedules is nearing a breaking point.
November 30, 2024

U.S. Investors Are Gunning for England’s Small Soccer Clubs

Is another Hollywood-like success story possible among the U.K.’s smallest clubs?
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.

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

Two golfers from each tour will face off in Las Vegas.
August 26, 2024

Cooper Flagg Spurns Nike Ties for New Balance

Flagg is the projected top pick in 2025.
Oct 29, 2024; Bronx, New York, USA; Los Angeles Dodgers first baseman Freddie Freeman (5) reacts after hitting a RBI single against the New York Yankees in the fifth inning during game four of the 2024 MLB World Series at Yankee Stadium.
October 31, 2024

Strauss Ads on MLB Helmets Annoyed Some Fans. CEO Says They Were a ‘Huge Success’

Strauss’s deal with MLB goes until 2027.
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.
August 22, 2024

Marketing Stunt Had Major Cycling Race Start In Grocery Store

The Vuelta has a history of creative stage kickoffs.
August 19, 2024

Jake Paul Claims He’ll Make $40 Million Off Tyson Netflix Fight

Paul and Tyson are set to fight in Texas in November.
August 16, 2024

Mets Bring Back Grimace in Latest Viral Gambit

Viral marketing is typical for the 2024 Mets, who have leaned in.
August 15, 2024

Saudis Make North American Soccer Inroads With Concacaf Deal

It’s PIF’s first North American soccer investment.