BRIEFING: Sponsorship in the drinks industry

Sponsorship may not be a new phenomenon, but as a marketing medium it has changed dramatically since companies first realised association with prominent events could lend visibility and credibility to their brands. One only has to look at how brand logos are squeezed on to every available inch of a racing-driver’s overalls, every spare wall or fence at a sports stadium to see how central a role sponsorship plays in contemporary brand marketing. Once viewed as a complementary and useful addition to the marketing mix, sponsorship platforms today can be pivotal to a brand’s international marketing strategy. November’s briefing looks at how drinks sponsorship has developed in recent years, and discusses the corporate social responsibility issues related to sponsorship which have arguably intensified as it has developed as a marketing medium. The briefing also includes detailed case studies of current notable drinks sponsorships undertaken by major spirits, beer and wine brands.