GLOCAL DOOR’s Post

AB InBev will become the Olympics first beer sponsor at the worldwide partner level, with a deal that will see it lead with its non-alcoholic beer, Corona Cero, starting with this year's #olympics 🏅 in 🇫🇷 France. Corona Cero will be the official beer sponsor of the Olympic Games until 2028. It’s a deal that will span three Olympic games: the upcoming summer games in Paris this year, the Milan 2026 winter games, and the LA summer games in 2028. The deal also includes marketing rights for the Paralympic Games. It’s the first time a beer brand has been a global partner sponsor of the games, something the company describes as a “step change” for the beer industry. This sponsorship echos that of Heineken 0.0 and its sports sponsorship, such as F1 racing, where the alcohol free brand offering now leads out on global sports sponsorship and associated brand investment. #Olympics #abinbev #coronacero #alcoholfree #zeroalcohol #beer #heineken #sportsbusiness #sport #olympics2024 #paris #paris2024 Lars Jensen Kristof König Paul Villis Carol Dunne Gwyneth Kelly Marc LEJEUNE Jean-Philippe Delforge Mark Allen Sheelagh Pentony Gilles Halotel Jim Watson Bourcard Nesin Francois Sonneville David Deeley Nina Riggins Sophie TUDOT Wayne Donovan Barbara Lezzer Elizabeth Horvath Farrah Gilsenan Will Keating Thomas Hahlin Ahlinder Leigh-Anne Vaughan John Savage

⚽️ [Sports Biz News] 🇮🇹 Craft Beer Meets Soccer: Cagliari Calcio and Doppio Malto's New Challenge🍻 Cagliari Calcio, a Serie A team, announced a 4-year partnership with Doppio Malto. From the 2024/2025 season, Doppio Malto will join as the jersey sponsor. Doppio Malto, producing all craft beers at its Iglesias brewery, continues to expand both domestically and internationally. The brewery, located in Iglesias, Italy, spans 4,500 square meters and has an annual production capacity of 5 million liters, complete with keg and bottle packaging lines. This strong production base allows Doppio Malto to explore new distribution channels, particularly in large retail markets. Tommaso Giulini, president of Cagliari Calcio, expressed his excitement: "We are delighted and proud to embark on this multi-year journey with Doppio Malto. This partnership represents a significant step forward for both parties as we aim to grow together, overcoming numerous challenges with ambition and quality. With a strong connection to Sardinia, we aspire to increase recognition not just in Italy but across Europe." Giovanni Porcu, CEO of Doppio Malto, also shared his enthusiasm: "The agreement with Cagliari Calcio is a fantastic opportunity to strengthen our brand further and deepen our ties to Sardinia, where our heart lies. This project reflects not only our roots but also our future aspirations. We aim to surpass 100 Doppio Malto locations within the next three years and enhance our presence in the large retail market." Doppio Malto’s beers are served in their restaurants across Italy and France, providing fans with a place to enjoy both football and high-quality craft beer. This partnership will be showcased on July 25 during the friendly match against Como, part of Cagliari’s preseason camp in Saint-Vincent. This partnership represents a significant opportunity for Cagliari Calcio and Doppio Malto to enhance their brand values significantly. Jersey sponsorship is an excellent tool for both parties to increase market awareness and expand their fan base. As Cagliari's matches are broadcasted domestically and internationally, Doppio Malto's brand will gain wide exposure, reaching new customer segments. Furthermore, from a CSR and ESG perspective, this partnership holds substantial importance. Doppio Malto’s Sardinia-based production supports local economic development and sustainable business models. By partnering with Cagliari Calcio, they can promote sustainable local industries and give back to the community, fulfilling social responsibilities while practicing environmentally friendly business practices, thereby increasing long-term brand value. #glocalsportsnews #sportsmarketing #sportsnews #sportsbusiness #marketing #branding #pr #brandingstrategy #marketingstrategy #prstrategy #businessstrategy #advertising #cagliaricalcio #doppiomalto #seriea #sardinia #soccer #soccerfan #italy #brewery #craftbeer

Fortune are reporting on all things no & low presence at big sporting events like this year's Paris Olympics and it's Corona Cero sponsorship. What beverage is in your hand in front of the big sporting screens this summer? "Looking to cash in on the changing tastes of fans, Big Beer is finding sponsorship success on sports’ biggest stages. The Paris Olympics will make history as the first of the games to have a beer sponsor: Corona Cero, which contains no alcohol. Produced by the world’s largest brewer Anheuser-Busch InBev, Corona Cero was developed two years ago as a way for the beer giant to tap into nolo beers’ $13 billion market. 🍻 There are already signs of beverage companies finding competition of their own in the world of sports. Carlsberg is positioning its alcohol-free beer Tourtel Twist as the Olympic Games’ nolo beer-of-choice." https://lnkd.in/eJv9-Mkg https://lnkd.in/eC5Nm44e

Beer brands have been sponsoring sports events for ages. Not surprisingly, the rising growth and influence of non-alcoholic beer is pushing N/A into this space as well. What N/A brands have already made the jump, and how might they use sports to further differentiate? #nonalcoholicbeer #nonalcoholic #sportsmarketing #beverageindustry #beveragetrends https://lnkd.in/eVusGNwq

Corona Cero is the global beer sponsor of the Olympics this year! 🍻 🏅 This sponsorship perfectly highlights the incredible rise of no/low alcohol drinks in recent years. Here's why it's noteworthy: 🥗 Health Consciousness: More and more people are becoming health-conscious and looking for ways to reduce their alcohol intake. 🥃Diverse Offerings: The range of no/low alcohol drinks has grown significantly. Brands now offer everything from non-alcoholic beers/ ciders, wines, and spirits to low-alcohol options, catering to a wide variety of tastes and preferences. ✅Improved Quality: Advances in brewing and distillation techniques have greatly improved the taste and quality of no/low alcohol beverages. 📈 Market Growth: The no/low alcohol beverage market is booming. This will continue to expand in the coming years, driven by changing consumer preferences and increased product availability. Clearly, it just keeps getting better and better! 😉

For the first time in its 40-year sponsorship programme, the International Olympic Committee – IOC has signed a beer sponsor for the Olympic Games. Corona Cero, the non-alcoholic version of Corona beer and owned by global company AB InBev, will be ‘the official beer of the Games’. While it's positive in some ways to see a shift towards zero and low alcohol options and what can, for some, be healthier choices - there is (unsurprisingly) no information about the real risks and hazards these ''imitation alcohol'' options pose for vulnerable people. (Then there's the ongoing discussion and advice that zero-alcohol drinks could normalise alcohol consumption to under-aged consumers.) Also problematic is the statement from Anheuser-Busch InBev CEO Michel Doukeris ''beer is a drink of moderation and choice.'' While beer drinking (and indeed alcohol use in general) certainly can be a moderate option and a choice for some, it's a statement that is not true for vulnerable people fighting addiction - and for whom ''moderation'' is not a safe option or even a choice. We're making progress in this space nationally and globally - but the gaps and lack of consultations with lived experience experts remain apparent. https://lnkd.in/dPz3MP35

"Big Alcohol" loves to pour money into sports. After all, it typically pays them great dividends. But it's not just beer brands for football and bourbon for horseracing. In recent years, we’ve seen Vizzy, producer of hard seltzers, sponsor PPA Tour pickleball tournaments. They’re joined by Deep Eddy vodka, FitVine low sugar wine, & Miller Lite (Molson Coors) as official sponsors of the tour. Meanwhile, The Botanist Gin and Blue Note Bourbon have established themselves as the official gin and bourbon of Major League Pickleball. Anheuser-Busch even bought into partial ownership of one of their teams. New Belgium, brewers of Fat Tire Beer, is a recurring sponsor of the Association of Pickleball Players. Even Margaritaville resorts and restaurants, though not exactly a bottle producer but certainly a platform for consumption, has deeply embedded itself into pickleball through USAP’s Nationals and many other sponsorships. Read on to see one of the most - shall we say "unique"? - crossover ads between pickleball and booze we've ever seen: https://lnkd.in/gmJftr9X

Saw a clip of Richard Osman's podcast where he says you can tell what the predominant social vice of the time is by looking at sport sponsorship. As a teen, I clearly remember Top Tier football teams with great big Carlsberg, Holsten Pils, Newcastle Brown and McEwan's Lager logos on their shirts, so beer and football were firm friends. The BFFs of football and beer seem to have had a BFO - Big Falling Out. It's been decades since you could have a pint while watching football in the ground and sponsorship is now chiefly from 1.6m different types of gambling and betting websites. The announcement that Guinness is now the official beer of the The Premier League seemed (to me) a little out of place. Firstly, I'd kind of forgotten that an 'official beer' existed, only to be reminded that it was Budweiser - which in itself doesn't seem like the right fit. Secondly, Guinness is for rugby, lager for football. It's categorically down to the sponsorship, which worked a treat on me because my youth was spent drinking lager, watching the Carling Premier League and had to develop a taste for both Guinness and rugby - which likely explains why I've always viewed Guinness as a bit posh. We all know rugby is a posh sport - it's got 15 men to a team because posh people can afford more friends (classic Al Murray gag) and the mental link between Guinness and rugby being almost exclusive probably isn't that unusual for people my age and above - although feel free to tell me in the comments if I'm wrong. Targeting people younger than I also seems a little odd, given the famous trend of people in their mid-30s and below drinking less than any generation previously. The big benefit for Guinness is actually probably outside the UK, reaching a global audience and trying to cement in a huge effort by Diageo to lift the Guinness brand. That said, the top flight of the English game has been steadily getting out of reach for the majority of fans for a long time - when ticket prices started going up and fans could only hope to see all their team's games with a subscription to four different satellite sports packages, maybe football became a posh man's sport too, which makes it the right fit for right now. https://lnkd.in/e9G_wR2T

As the #coffee competition circuit grows, #roasting championships are seemingly becoming more prominent – which is pushing more of a stripped back approach that favours pure skill over flair. Tomas Serra, an Authorized Specialty Coffee Association Trainer from Argentina, and I share some insights into how roasting championships are becoming more popular and the potential impact this could have on coffee competitions at large. https://lnkd.in/eG65pN2Z

Did you know that the amount of coffee sold on GrabFood could fill nine Olympic-sized swimming pools? 🏊♂️☕ Learn more about the region’s love for coffee and other such insights in Grab’s #SoutheastAsia Food and Grocery Trends 2023 report, including how brands can utilise these trends to reach hungry Southeast Asian consumers: https://lnkd.in/gYQKhMPF #GrabAds #SuperappAdvertising #Delivery #RetailMedia #RetailMediaNetworks #Marketing #DigitalMarketing