New Age beverage brands OLIPOP, Recess, and Odyssey are rewriting the sports sponsorship playbooks by challenging the dominance of alcohol and soda giants. Through strategic partnerships and alternative, distinctive offerings these organizations are transforming the sports sponsorship realm.
The global sports market is valued at more than $512 billion—with expected growth to reach above $623 billion by 2027, according to a 2023 report from Research and Markets. Additionally, womens sports and new sports formats are projected to be a $200 billion global industry within the next decade, per Deloitte’s The Future of Sport. This lucrative market offers a unique opportunity to connect with passionate fans across IRL and online environments.
Alcohol and soda partnerships have traditionally been inseparable with the sports experience, but sober curiosity is trending and not just on TikTok. New age beverage brands are seizing the opportunity to enter the sports arena, providing themselves as formidable competitors in this evolving landscape.
In May 2023, OLIPOP, the “functional soda brand,” secured its place as the official partner of the Kansas City Current in the National Women’s Soccer League. This collaboration marked the first-ever soda affiliation for the Current and represented OLIPOP’s inaugural foray into the sports industry. OLIPOP became the exclusive soda available on-site—underscoring the brand’s commitment to breaking through the dominance of legacy soda brands. This refreshing partnership will continue into the 2024 season and the OLIPOP team alluded to some more exciting announcements in the sports realm to come.
Recess, the relaxation beverage brand, expanded into the non-alcoholic category by introducing a line of mocktails in early 2023. “Margarita,” “Paloma,” “Mojito,” and “Mule” offer Zero Proof cocktail options “without the consequences.” In September 2023, the sober alternatives became the official mocktail provider for the USC Trojans at the iconic LA Coliseum, positioning Recess at the forefront of the cultural shift towards mindful drinking. Trojan fans can expect to progress sober curiosity in the 2024 season—as the partnership will persist.
Meanwhile, Odyssey, a functional mushroom-based energy drink, has entered the gaming world through a strategic partnership with NACE Starleague, immersing itself in the expanding world of e-gaming. This collaboration reflects Odyssey’s commitment to redefining ‘Mindful Energy’ by aligning the brand with the evolving interests of a tech-savvy audience.
In a landscape dominated by big brand sodas and alcohol, innovative brands are boldly challenging the status quo. These partnerships not only mark a shift in the beverages offered at sports events but also signify a cultural transformation, ushering in a new era where conscious choices and unique experiences take center stage in the sports and beverage landscape.
