Of the non-alcoholic beverage brands currently active in sports sponsorship in the Europe, the Middle East and Africa (EMEA) region, Coca Cola remains the most committed, with an estimated 145 deals worth over $132m in 2021.
The figures come from research by GlobalData. Its Sports Analyst, Patrick Kinch, said: “Coca-Cola is currently spearheading sports sponsorship spend in the EMEA region, having secured six deals: most notably its partnerships with the IOC, UEFA’s European Championships, the Premier League and Serie A, including a Middle Eastern deal with the Dubai Arena.
“Being a leader in the EMEA non-alcoholic drinks industry, it is unsurprising that Coca-Cola’s sponsorship spend matches its market position. The nearest brand in terms of sponsorship spend is Austrian energy drink brand Red Bull, which is currently spending close to $85m in the EMEA region. The closest soft drink brand is Coke rival, Pepsi, which is currently opting for a more selective sponsorship strategy – seeing only 23 active deals in 2021 compared to Coca-Cola’s 145, and spending only $66m versus Coke’s $132m. Part of Pepsi’s approach includes the non-alcoholic beverage sector’s largest deal in the EMEA, a partnership with the UEFA Champions League in a deal reportedly worth $55m a year.”
GlobalData also highlighted that US non-alcoholic drinks brands are currently spending $239m in the EMEA region in 2021, which is more than brands from any other region. This surpasses the $216m currently spent by European brands, which although more numerous in volume, are often deals for less exclusive sponsorship assets, with most European brands opting to partner with smaller-scale domestic sponsorship opportunities.
