Last September, La Pulga Spirits announced a partnership deal naming La Pulga Tequila the official Tequila of the Horned Frogs, the mascot of Fort Worth-based Texas Christian University (TCU). La Pulga’s founders are from Fort Worth, so the partnership made sense, according to co-founder Andrew De La Torre. “TCU is a longstanding source of pride in the city, and cheering on the Frogs at TCU sporting events is a way of life here, so this partnership is the perfect way to reinforce our camaraderie and support for our shared Fort Worth community,” he says.
The Original Pickle Shot vodka also recently joined the sports sponsorship community, having signed a two-year sponsorship deal with The Portland Pickles baseball team in Portland, Oregon. The name affiliation is an obvious connection, but Original Pickle Shot CEO Laura Becraft says there were other benefits that make the deal attractive. “We also took notice of the team because of their outsized popularity and reputation as a very fun and irreverent organization, with tremendous fan support,” Becraft says. “Not just in Portland, but nationally. It aligned perfectly with our brand and our focus on fun and celebration.”
The sports partnerships undertaken by La Pulga and The Original Pickle Shot are just two of hundreds of deals linking spirits brands to sports teams of every genre. Some are local or regional affiliations, while many of the industry’s most prominent and high-volume brands partner with national sports organizations for maximum exposure. Bacardi Ltd., for example, has a range of sports sponsorships across its multiple brands, according to Alex Tomlin, senior vice president of marketing at Bacardi North America. Grey Goose vodka has been a partner of the US Open Tennis Championship for 19 years, while Dewar’s Scotch is celebrating its 5th anniversary with US Open Golf. Patrón Tequila is “deeply embedded” in Formula 1 racing through its global partnership with the Oracle Red Bull Racing Team while Teeling whiskey pulls on its Irish heritage in its partnership with Notre Dame athletics.
“Sports fandom culture has become an important part of the way consumers find community nowadays and a great way for brands to connect and find a place in relevant moments in consumers’ lives,” Tomlin says. “At Bacardi, we’re all about creating memorable experiences, and live events—whether it’s sports, concerts, or festivals—are where fans are looking for those elevated moments.” Tomlin also notes the shift toward premium cocktails at live events, as noted in the 2025 Bacardi Cocktail Trends Report. Specifically among Gen Z drinkers, fans are “willing to splurge on elevated drink options that add to the experience. More than ever, people want to do more than just watch a game or a show, but want to be part of something special, and that includes what they’re drinking.”
One of the best examples of the cocktail phenomenon at sporting events is the Grey Goose Honey Deuce cocktail featured annually at the US Open Tennis Championship. “It’s shared on social media, the specialty cup is a must-have at the event, and it’s something people say is what they look forward to at the tournament each year,” Tomlin notes. “That’s the kind of cultural impact we want our brands to have, and has also immensely driven sales in recent years.” Sales of the cocktail reached $12.4 million in 2024, the company says.
Growing Impact
According to SponsorUnited, which offers data and insights on global sports and entertainment events, during the 2022-2023 season, alcoholic beverage brands contributed $480 million in sponsorship revenue across the National Football League (NFL), National Basketball Association (NBA), Major League Baseball (MLB), and the National Hockey League (NHL) alone. The vast majority of the sponsorships were from beers and RTD products, but the report noted growing enthusiasm for sports sponsorships among spirits brands. The appetite among the entire beverage alcohol spectrum is growing, the report suggested, with brand sponsorships within major pro sports growing by 56% year over year.
Diageo became the first official spirits sponsor of the NFL in 2021, a move that built on the longer-term affiliation that Crown Royal Canadian whisky had with the sport. Now, the sponsorship involves various brands, as well as a high-profile focus on responsible consumption. For the 2024-2025 NFL season, Diageo partnered with Mothers Against Drunk Driving (MADD) and Uber on the “Take a Minute. Make a Plan. Never Drive Impaired.” platform. “This first-of-its-kind partnership aims to leverage the cultural power of the NFL and its fan base by uniting with the advocacy leadership of MADD, and Uber’s transportation solutions with the Diageo name, alongside three of our largest brands—Crown Royal, Smirnoff, and Captain Morgan,” says Rick Pineda, director of sports at Diageo North America. “Together, we created a groundbreaking platform that allowed more people to understand how they can keep themselves and others safe.”
Hennessy is the official spirit of the NBA. Some NBA teams also have spirits sponsor partners, such as Lunazul’s sponsorship of the Detroit Pistons. The Heaven Hill Brands-owned Tequila signed the Pistons deal in October 2024, and will begin sponsorships with the Charlotte Hornets, Orlando Magic, and San Antonio Spurs in July 2025. “Lunazul and NBA basketball is a perfect marriage of loyalty and consumer alignment,” says Lunazul senior brand manager Brittany Wenig. “Our focus is really to leverage the partnerships to drive state-specific brand awareness. Lunazul was drawn to these teams specifically for two reasons. These teams are in some of Lunazul’s top markets and, like Lunazul Tequila, are hidden gems within the league with huge potential and strong brand awareness.”
Other spirits companies have also tapped into major league sports. In 2022, Distill Brands signed a deal with MLB to become the official vodka of the organization. Jägermeister liqueur has partnered with the NHL for several years, while individual teams have attracted sponsors, such as Tincup Mountain whiskey’s sponsorship of the Colorado Avalanche and Woody Creek Distillers’ support of the Minnesota Wild.
Beyond The Big Leagues
The SponsorUnited report on beverage alcohol sports sponsorships only tracked the four major pro sports in the U.S., leaving out high-profile national sports leagues such as soccer, tennis, golf, and others. It also didn’t track the growing popularity of more niche deals at universities and regional and local sports organizations.
Soccer, whether at the professional level through Major League Soccer (MLS) or other national or regional organizations, is a popular alternative for spirits brands. Jameson Irish whiskey “was drawn to the sport due to soccer’s skyrocketing popularity in North America, particularly within MLS, which has a deeply engaged fan base,” explains Valeria Catterini, senior director of marketing for Jameson at Pernod Ricard USA. “The scope of the sponsorship marks Pernod Ricard USA’s most significant professional sports partnership to date.” The partnership includes national broadcasts on MLS Season Pass and Fox, in-stadium promotions, and a variety of digital and out-of-home marketing campaigns, among other benefits. Jameson also has partnerships with ten MLS men’s and women’s clubs. “These local partnerships will allow Jameson to provide in-stadium branding, match day activations, and community engagement initiatives to our fans throughout the country,” she adds.
Heaven Hill’s Elijah Craig Bourbon is another brand embracing a sport outside of the big four. Elijah Craig officially started its golf alignment in early 2021 when it announced a partnership with professional golfer Max Homa. This was followed by a partnership with sports broadcaster Amanda Balionis, who covers golf with CBS, in 2022. In early 2023, the brand partnered with the PGA of America and the Ryder Cup tournament. Most recently, in 2025, Elijah Craig added PGA Tour professional golfers Robert MacIntyre and JT Poston to its roster of golf partnerships. “The brand aligns well with the sport of golf because of its tradition, sophistication, and values of excellence and craftsmanship, all of which align perfectly with the ethos of Elijah Craig Bourbon,” says group product director Max Stefka.
“Connecting with a golf-loving audience allows Elijah Craig to engage with a sophisticated and discerning group of individuals who appreciate quality and craftsmanship,” Stefka adds. “Over the last decade, both golf and the Elijah Craig brand have seen significant growth. Golf has expanded its appeal globally, attracting new fans and a more diverse audience, while Elijah Craig has solidified its position as a leading premium Bourbon.”
Bacardi Ltd. also sees value in connecting with golf enthusiasts. Dewar’s Scotch whisky has partnered with US Open Golf for the past five years and releases an annual limited-edition commemorative bottle—a 19-year-old blended Scotch whisky— crafted as a collectible for whisky enthusiasts and golf fans alike. The brand has also introduced the Lemon Wedge cocktail, featuring Dewar’s 12-year-old, for fans to experience the whisky alongside the action on the green, Tomlin says.
Like soccer and golf, tennis is a high-profile sport attractive to spirits brands. Grey Goose is a longtime partner of the US Open Tennis Championship. “Every element of the US Open showcases the best of the best—from the athletes to the fashion and partners—which is why the tournament’s hero cocktail features the best vodka as well,” Bacardi’s Tomlin says. “The US Open isn’t just a tennis tournament; it’s an elevated lifestyle event, where culture and social moments take center stage.”
Maestro Dobel Tequila is also tapping into tennis enthusiasts. In 2023 the brand became the first “official Tequila” of the US Open, marking the beginning of a multi-year partnership with the tennis organization. “The collaboration was driven by the rising U.S. consumer interest in premium Tequilas and the expanding popularity of tennis, particularly among a younger, multicultural audience, making this partnership a perfect fit for Dobel,” says Lander Otegui, head of marketing at Proximo Spirits.
Overall, Proximo Spirits has a roster of more than 40 sports partnerships with organizations spanning 31 regional teams and nine national leagues. Other prominent deals include Bushmills sponsorship of the PGA Tour and PGA Tour Champions golf organizations, Jose Cuervo’s partnership with Ultimate Fighting Championship (UFC) mixed martial arts organization, and Gran Centenario Tequila’s positioning as the “official Tequila of fútbol” through various partnerships.
“By partnering with national leagues, Proximo significantly amplifies brand visibility and engagement, leveraging an expanded media presence,” says Otegui. “Our affiliations with regional teams cultivate meaningful connections with passionate local fanbases, enriching the sporting culture and fostering product loyalty. Our market-specific strategy is a testament to Proximo’s commitment to nurturing relationships that resonate deeply with consumers and enhance the overall fan experience. We prioritize consistency and longevity in our partnerships, ensuring our sustained success in the dynamic and competitive landscape of sports marketing.”
Campari America has a range of brand sponsorships across multiple sports, including Cabo Wabo’s positioning as the official Tequila sponsor of NASCAR, Aperol’s sponsorship of the US Open tennis organization, Espolòn as a sponsor of Dallas FC and Inter Miami soccer teams, Skyy vodka as an official sponsor of the NFL’s Houston Texans and New York City FC soccer, and Wild Turkey as an official sponsor of the Columbus Blue Jackets hockey team and Dallas FC soccer club. Mark Watson, senior category marketing director of agave at Campari America, says the Cabo Wabo-NASCAR partnership makes sense given the “shared passion for racing and strong demographic overlap between Cabo Wabo enthusiasts and NASCAR fans.”
“Our NASCAR partnership gave us a unique opportunity to meaningfully engage with our drinkers and connect fans where they are—at the track,” Watson says. “With a passionate and loyal fan base of over 70 million, NASCAR offers an ideal platform for Cabo Wabo Tequila to connect authentically and seamlessly with its base. The organic alignment between these two fan bases makes the sport and the spirit the perfect match.”
Heaven Hill brands are prominent in tennis and golf, but the company is also partnering with college teams to expand the reach of Evan Williams Bourbon. In August 2024, Evan Williams began a multi-year partnership with Learfield, the media and technology company with ties to more than 1,200 of the nation’s top collegiate properties across its enterprise. “Evan Williams was drawn to the passion and enthusiasm of college sports fans, aligning with the brand’s own identity of quality and tradition,” says senior brand manager Molly Vincent.
The deal includes the athletic programs at top colleges including the University of Florida, Syracuse University, TCU, Ohio State University, and the University of Alabama. The partnership is activated through in-stadium signage, branded bar spaces, and tailgate activations at the five select schools, while also being promoted through local and regional media, in store, and on- premise.
“The partnership also marks the debut of Evan Williams’ national college sports platform, ‘Evan Williams Bourbon Nation,’ targeting all collegiate sports fans and the broad array of college sporting events across the country with a particular focus on football and basketball,” Vincent says. She adds that it “provides a unique opportunity to integrate Evan Williams into the game-day experience, targeting passionate fans who value both sports and quality Bourbon.”
Premium Fans
The enthusiasm that spirits brands have for sports affiliations is clear. It’s also explainable, based on data included in the Bacardi report, which identified “premium fans” as its top macro-trend for the year. Premium fans seek experiences, and often premiumize with hospitality add-ons that enhance the experience. The Bacardi Global Consumer Survey revealed that more than one-quarter of respondents in the U.S. (27%) and Mexico (26%) identified watching sports at home as key occasion for enjoying spirits in 2025.
Looking at the bigger picture, the sports hospitality market—including spirits as part of a comprehensive hospitality offering—is predicted to grow at a compound annual growth rate of 14.6%, from $8.42 billion in 2021 to $21.16 billion by 2028, according to the Sports Hospitality Market Report from Research & Markets. Capturing a sliver or more of that growing thirst for curated experiences in sports is top-of-mind for spirits marketers as they continue to seek premiumization in a challenging sales environment. Sporting events provide the backdrop. “Premium sports bring together people who appreciate craftsmanship, quality, and a great experience,” notes Tomlin. “These events aren’t just about the sport—they’re about the full experience: the atmosphere, the hospitality, and the cocktails.”