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🏴󠁧󠁢󠁥󠁮󠁧󠁿 ⚽ Tottenham Hotspur Football Club Partners with The HEINEKEN Company's 🐯🍻 Tiger® Beer to Expand Presence in Asia. by: Roger Hampel ⬇️ 𝙍𝙀𝘼𝘿 𝙈𝙊𝙍𝙀 𝙃𝙀𝙍𝙀 ⬇️ https://lnkd.in/d3v9e-XR

Beer Lottery, Football and angry Colombians. ❌ A wild campaign (that's undeniably ingenious) What: Following 🇨🇴 Colombia's failure to qualify for the 2022 World Cup, Cerveza Aguila, the national team's primary #sponsor, launched the "Beer Lottery" campaign aimed to re-engage disillusioned fans by tapping into their love for #betting and national pride. 🎲 ⚽ How: 4️⃣9️⃣2️⃣8️⃣1️⃣5️⃣🔟... The campaign cleverly leveraged the seemingly random player lineups during the national anthem before each match. Cerveza Aguila created 🎫 tickets featuring numbered sequences corresponding to potential lineups. Fans purchasing these tickets could win a share of a massive beer prize worth 500 million pesos if their ticket matched the actual lineup. ❌ But it wasn't that easy (see the video) This ingenious (no doubt) approach injected some excitement and patriotism back into the fan experience, fostering a renewed sense of connection with the team. ❌ And there's no arguing with that, but... The campaign also highlights the territorial nature of trends and passions. I don't expect similar initiatives (beer, lottery) to take off in every country. But you have to admit ➡ the concept of intertwining at least three passions is excellent, with a successful execution.

Guinness seems to go from strength to strength in the On Premise even here in APAC 🍺 and becoming the sponsor of the Premier League demonstrates the brand's significant growth at a global level. CGA by NIQ OPUS consumer research in key APAC markets, shows high penetration levels and large increases for Guinness brand consumption across Beer drinkers in 2024; Australia: +5pp vs 2023 South Korea: +4pp vs 2023 and No. 4 rank in International Beer brands Japan: No. 2 rank in International Beer brands 2023 New Zealand: No. 6 Rank in International Beer Brands 2023 For work, I recently visited the UK and one of my oldest friends took me to what he described as the "hottest venue in London right now". It turned out to be an Irish Pub called The Devonshire in the centre of London which according to him served "the best pint of Guinness outside London". It was packed... and the only drink being drunk as far as I could see was a Guinness. It wasn't a surprise to learn that Guinness in 2023 was the most popular beer in the UK On Premise and shows the headroom for other markets. The sporting occasion plays a key part in On Premise consumption in both live sports viewing in venues and actual Stadium consumption with a strong product-market fit for beer. Additionally, in times of uncertainty, consumers flock to quality and trusted brands to reduce risk in choice and provide known value. Guinness is capitalising on this through the consistency of their messaging and brand equity built over decades and the sports sponsorship will only cement this position globally. #OnPremise #Beer #Insights #Guinness #CGAbyNIQ #OPUS Tom Graham Samiksha Chopade Jaepil Sohn Kotaro Katayama

Can paper really be a new source of revenue for your team? Yes -- if its a coloring sheet & done with the right sponsors. We're back at it with Sponsorship Tip of the Week where we dive into a campaign that can help drive direct foot traffic to your restaurant sponsors all year round.

“We compete with clubs that have ten times more budget.” 💰⚽ In our third and final episode of our #OutsideTheBox series, we dive into the secrets behind Real Sociedad de Fútbol's success, despite having a smaller budget than the majority of their #UCL counterparts. From commercial growth and revenue generation to penetrating new markets in Asia, we discover the club's winning formula. What do you believe sets Real Sociedad apart from other clubs? Share your thoughts below! 👇 #UnboxingTheGame

Community engagement is a super-power - in my video tutorial on this topic I highlight another Allagash effort, plus other breweries #allagashbrewery https://lnkd.in/eKhJy_6q

Our thoughts on what the new Code of Conduct for Gambling Related Agreements in Football changes and the actions football clubs should take to comply.

Almost 20 Million Extra Pints Expected To Be Enjoyed During The Euros On the eve of the European Championships kicking off tonight, Friday 14 June with Germany versus Scotland (with Serbia versus England two days later on Sunday 16 June), new figures from the British Beer and Pub Association show that almost 20 million extra pints are expected to be sold and enjoyed during the tournament which is to the value of over £93 million in extra sales. Total sales across the 4 weeks of the Euros 298,833,559 - £1,434,401,082 Which includes an uplift of 19,548,061 - £93,830,695 This means that across the month of the tournament, the BBPA expects today pint sales of just over £1.4 billion (including the £93 million uplift), representing almost 300 million pints being sold (including the extra £19.5 million). Emma McClarkin, Chief Executive of the British Beer and Pub Association “Football fans know that the best place to watch live sport, if you can’t be in the stadium itself, is down the pub. Whether you are supporting England or Scotland or cheering on another team, there can be no better place to watch the Euros and sharing a few refreshing beers than with friends than in your local. It is a stark fact that UK pub goers will be paying the highest beer duty than any of the other competing nations in the Euros, including twelve times more then German and Spanish rates. However, with a predicted extra 20 million pints set to be poured during the tournament, worth an extra £93 million in sales, I encourage anyone wanting to watch the football to go to the pub and support their local.” The BBPA has also designed and published the definitive Euros wallchart which also contrasts the different beer duty rates across the different competing nations. As you will see, England and Scotland beer drinks will face the highest duty rates, in stark contrast, as Emma’s quote says, to German or Spanish fans who are charged 12 times less – a Euros league table that neither English or Scottish would want to be topping. The chart can be found here. Read More:

Brits Set To Drink Over 600 Million Pints Throughout Euro 2024 – Almost Double The Consumption For Euro 2020 Brits are expected to sink more than 600 million pints throughout Euro 2024, according to reports. That figure is almost double that of what was downed in pubs and social clubs for Euro 2020 three years ago. Estimates suggest approximately 604.5 million pints will be sunk up to and including the tournament’s final on July 14. Additionally, reports also indicate 30 million pints were drunk during the Three Lions’s 1-0 victory against Serbia on June 16. Furthermore, Scottish fans drank the fan zone in Munich dry prior to their humbling defeat to Die Mannschaft on June 14. Betting website safebettingsites.com, compared the expected beer consumption for Brits against other recent major sporting events. These include the 2023 Rugby World Cup and this year’s Cheltenham Festival to name but a few. Key Data Takeaways •A whopping 30million pints drunk for England’s win against Serbia on Sunday •Euro 2020 tournament saw 364million pints downed by thirsty Brits •£2.4bn set to be spent on beer in the UK alone thanks to favourable kick off times Londoners estimated to spend the most when they watch the Three Lions play Unsurprisingly, England fans toasted their Euro 2024 opener against Serbia by downing 30 million pints of beer. Jude Bellingham’s header provided the perfect tipple as the Three Lions laboured to a 1-0 win. Naturally, pubs and clubs across the UK were cashing in owing to the 8pm kick-off. Consequently, supporters were able to drink throughout the day, right up until full time at approximately 10pm. Gareth Southgate’s side are in action on June 20 when they take on Denmark in Frankfurt with a 5pm kick-off. Therefore, millions of fans will either book the day off work or finish early to consume as many pints of beer as possible. Brits Sunk 364 Million Pints Throughout Euro 2020 England Scotland and Wales’ participation in Euro 2020 saw 364 million pints of beer drunk throughout the tournament by Brits. The final between the Three Lions and Italy saw 13 million sunk alone. Held a year later owing to the Covid-19 pandemic, thirsty Brits took advantage of their new-found freedoms by wasting no time in drinking pints down their locals. Gareth Southgate’s side going all the way to the final helped boost the number of pints sold. And of course, it provided a timely boost for the hospitality industry. £2.4bn Set To Be Spent On Beer In The UK With Brits on course to drink approximately 604.5 million pints of beer for Euro 2024, a staggering £2.4Billion will be spent across pubs and social clubs. Considering the number of venues that closed during 2023, and with the cost of living crisis, the projected figure is a herculean effort from football-fanatic Brits. If broken down by person, it works out to approximately £74.25 spent per-head throughout the tournament. If England were to go all the way to the final again, it’s likely …

Sports has always been a great partner with drinks brands. Clever opportunities being used to market zero% alcohol and, there's been a trend towards sustainability in sports sponsorships. Beverage brands are increasingly promoting their environmental initiatives through sports sponsorships, aligning with eco-friendly practices and sustainability in sports events. Great partnership by DIAGEO. #brandsponship #AlcoholBrands #sport #digitalmedia