The Rise of Non Alcoholic Beer Sponsorship in Sports

A New Era for Major Sporting Events

In a growing trend, major sporting events such as the Summer Olympics, Euro 2024, and Copa America 2024 are increasingly embracing the zero-alcohol movement opting for non alcoholic beer sponsors as key partners. This evolving trend seems to reflect a broader societal movement towards healthier lifestyles and inclusivity while still celebrating the excitement of the events.

So lets take a closer look at what is happening......

The Summer Olympics- Paris 2024

Paris 2024 has seen a significant change with zero-alcohol beer sponsorships. Most notable is Corona agreeing to be a principle sponsor of the Games but with their non alcoholic Corona Cero brand rather than their traditional alcoholic beer.

“Sponsoring the Paris 2024 Olympics with our zero-alcohol beer is a reflection of our commitment to promoting a balanced lifestyle,” says a spokesperson from Corona Cero. “The Olympics are a celebration of human potential and achievement, and we’re proud to support this vision with a product that aligns with health-conscious choices.” 

Euro 2024 and Copa America 2024 Football Tournaments 

The trend of zero-alcohol sponsorships also extends to major football events with Euro 2024 leading the charge with Heineken 0.0 being key partner for the tournament.

“Heineken 0.0’s sponsorship of Euro 2024 represents a significant milestone in our mission to offer quality beverages for every fan,” notes a Heineken representative. “We’re excited to provide a refreshing, inclusive option that allows fans to enjoy the excitement of the tournament while making mindful choices about their health.”

Similarly, the Copa America 2025 also welcomed zero-alcohol beer sponsorships, with Asahi 0.0 stepping into the spotlight.

“Partnering with Copa America allows us to share our message of enjoyment without compromise,” says an Asahi spokesperson. “We believe that supporting such a prestigious tournament with our zero-alcohol beer is a perfect way to celebrate the spirit of the competition and offer a refreshing choice to fans.”

What This Trend Means

The increasing presence of non alcoholic beers in major sporting events represents more than just a marketing strategy. It reflects a significant cultural shift towards healthier living and greater inclusivity. By embracing non alcoholic options, these events are setting a new standard for how we celebrate and enjoy sports.

Looking Forward

As the Summer Olympics, Euro 2024, and Copa America 2024 showcase their zero-alcohol beer sponsorships, the future of sports sponsorship appears poised for a transformation. This shift not only caters to a growing health-conscious audience but also redefines the way we experience and enjoy global sporting achievements.

With brands like Corona Cero  Heineken 0.0, and Asahi 0.0  leading the charge, fans can look forward to a new era of sports sponsorship that embraces inclusivity, health, and excitement. Here’s to celebrating the games with a refreshing twist and enjoying every moment of athletic brilliance and global unity.

Shop now at Drink Free Co  - Corona Cero  & Asahi 0.0