The 2024 Summer season Olympics are set to kick off on July twenty sixth in Paris, marking the primary time in 100 years that the video games might be happening within the French capital. On the much less thrilling finish of the Olympic milestone spectrum, this would be the second Summer season Video games in a row the place alcohol received’t be obtainable on the market or buy at stadium venues, following 2021’s occasions in Tokyo. (As a result of pandemic, followers weren’t in attendance, so the shortage of booze wasn’t a lot of a letdown.) That mentioned, the occasions received’t be totally dry: in accordance with France’s 1991 Evin’s Regulation, exceptions might be posed for catered hospitality areas and VIP suites.
Given these circumstances, many booze manufacturers are taking a barely totally different strategy to their promoting techniques at this 12 months’s video games, with many opting to showcase their latest NA choices to a world viewers. Some acquainted faces from the soda and vitality drink areas are becoming a member of in, too. And it’s all possible cash well-spent: when it comes to sponsorships, partnerships, and promoting, few occasions seize an viewers as huge because the Olympics, or supply an opportunity to pitch to so many worldwide markets without delay.
For the 411 on which drinks manufacturers you’ll be able to anticipate to see and listen to about in between javelin throws, tumbling passes, and the like, try our round-up under.
Corona
After information broke late final 12 months that Asahi can be pulling its Pilsner Urquell sponsorship from the 2024 video games, AB InBev is filling the void with Corona Cero: the NA model of the beloved Mexican lager. Corona Cero will even function the Worldwide Olympic Committee’s international beer sponsor in 2026 and 2028. This isn’t solely an enormous deal for the Olympics, however one for the beer trade as nicely, because the AB InBev partnership marks the very first international beer model sponsorship within the Worldwide Olympic Committee sponsorship program’s 40-year historical past.
Michelob Extremely
AB InBev received’t be placing all its brews in a single basket. The company can be placing forth Michelob Extremely because the official beer sponsor of Staff USA for this 12 months’s Olympic and Paralympic Video games, in addition to these in 2026 and 2028. The information arrives a 12 months after Michelob Extremely turned the NBA’s first-ever international beer associate.
Tourtel Twist
Beneath mother or father firm Carlsberg, France’s Kronenbourg launched the lemon-flavored NA beer Tourtel Twist in 2015, and it shortly turned the most well-liked NA product in its house territory. Along with being an official provider of the Tour De France as of 2022, the model introduced final summer time that it’s going to enter a partnership with the 2024 Summer season Olympics and Paralympics.
Fieldwork Brewing Co.
Money-wise, this partnership ranks on a a lot smaller scale than the aforementioned manufacturers, however it’s making a present in Paris nonetheless. Two years in the past, California’s Fieldwork Brewing Co. introduced a partnership cope with American Olympic swimmer and California native Abbey Weitzeil, and the duo even collaborated on an American lager in April 2023. The 2024 Paris Olympics might be Weitzeil’s third time taking part within the video games after securing 4 Olympic medals in earlier years.
Moët Champagne and Hennessy Cognac
LVMH’s affect might be felt at this 12 months’s Olympics: One of many holding firm’s jewelers, Chaumet, is designing all of the medals for each the Olympics and Paralympics whereas trend model Berluti will present fashionable uniforms for French athletes to sport on the opening ceremony. On the booze entrance, the conglomerate’s Moët Champagne and Hennessy Cognac will sponsor the video games. Since alcohol gross sales are prohibited in stadiums this 12 months, pours of Moët and Henny might be confined to VIP suites and numerous hospitality experiences hosted all through the length of the video games. LVMH is allegedly spending roughly $162 million in sponsorship bucks for this 12 months’s Olympics, making it the most important French sponsor of the entire shebang.
Nyetimber
English glowing wine producer Nyetimber will even be bringing some bubbly to the Seine. The model is partnering with Staff GB (the Nice Britain and Northern Eire Olympic staff) and launching a limited-edition, multi-vintage model of its basic cuvée produced from Chardonnay, Pinot Noir, and Pinot Meunier grapes to honor the athletes. Bottles might be gifted to all Staff GB Olympians after the video games, and provided in any respect Staff GB-related hospitality occasions all through the video games. The bottle can be obtainable now on the vineyard’s web site.
Francis Ford Coppola Vineyard
U.S. Ladies’s Nationwide Soccer Staff Lindsey Horan is embarking on her third Olympic journey this summer time with help from California’s Francis Ford Coppola Vineyard. An early participant within the movie star wine sport, the vineyard lately partnered with Horan, making her the face of its Diamond Assortment’s “It Takes Time to Make a Diamond” advert marketing campaign.
Horan is the primary particular person aside from the vineyard’s namesake filmmaker-founder to be featured within the marketing campaign since its 2023 premiere. “Reaching something on the highest stage — whether or not in movie or on the sector — requires sacrifice, perseverance and believing in your personal imaginative and prescient, no matter obstacles and what doubters might say alongside the best way,” Horan mentioned in a press launch. “Each my story and that of the Coppola Diamond Assortment are about dedication to excellence, refining the craft, and the artwork of turning setbacks into one thing actually distinctive via perseverance.”
Celsius
Sponsoring the Olympics as an entire can price tons of of hundreds of thousands of {dollars}, so many manufacturers (like Fieldwork Brewing Co. and Francis Ford Coppola Vineyard) are opting to associate with choose athletes. One other firm that’s hopping on that practice is vitality drink model Celsius.
“Clearly, there’s a a lot bigger barrier to entry to even get into that [official partner] house,” Celsius CMO Kyle Watson instructed Advertising Brew. “Should you’re actually desirous about the best way to extra authentically tie your model into this house, it’s via these athletes, as a result of that’s what your entire factor is all about. We’re not trying to get our brand plastered throughout issues.”
After partnering with snowboarder and three-time gold medalist Shaun White for his final Olympics in 2022, Celsius is teaming up with 5 American athletes for this 12 months’s video games. The lineup contains observe and discipline opponents Noah Lyles, Tara Davis-Woodhall, and Hunter Woodhall in addition to gymnasts Fred Richard and Konnor McClain.
Coca-Cola
Coca-Cola is constant its long-time position as an official worldwide Olympic associate. The corporate’s relationship with the video games truly dates all the best way again to the 1928 Amsterdam Olympics, when Coca-Cola introduced its ice-cold drinks abroad to refresh athletes, officers, and spectators. This 12 months, Coca-Cola is sponsoring the Olympic Torch Relay — which it has been doing for over 20 years — in addition to a handful of athletes from throughout the globe.
