The role of “influencer” is and continues to disrupt the sponsorship and marketing of almost every industry. Wine is no different.
Written by Ishveen Jolli
Alcohol and sports have always been closely linked. At its most basic level, all different types of alcoholic beverages are enjoyed while watching different sports. As a result, alcohol brands have long been associated with sports culture. Sponsoring an athlete or team can help strengthen this bond and make alcohol brands more appealing to consumers.
This is true at every level of the game. Alcohol categories are one of the first sponsorships that teams and sporting events try to fulfill, because the products are authentic for the partnership. Sponsorship drinks and brands can be served in hotel suites, concession stands and spectator bars. Interesting activations can be planned for the fans (for example, come in to win a bottle of wine if the captain scores a hat trick). For many B and C league teams, which rely on local fans to attend local matches, this is a great opportunity for local brands to be associated with these competitions and celebrations.
In addition, athletes are some of the most popular and often respected people in society, so their support can greatly help alcohol brands improve their public image. In today’s world, the role of social media simply cannot be neglected and, since athletes often have some of the world’s biggest companions, alcohol brands can use their influence to reach a wider audience. For brands, growers, vineyards, commentators, and anyone looking to increase their sales or keep their eyes peeled, working with athletes can help target specific demographics.
For their part, professional athletes seek sponsorship from brands they believe are in line with their personal values and lifestyle. For many, wine brands meet these criteria.
And so to the wine
Wine is sociable, elegant and fun; it can also be elite. By supporting the right brand, an athlete or team will be able to connect with their fans at a deeper level. In an increasingly competitive market, athletes are realizing the importance of approving products that their fans can connect with. In the world of professional sports sponsorship, wine is becoming increasingly popular among athletes looking for the right brand.
Sponsorships can involve a single interaction or a permanent relationship that involves multiple outcomes. For an athlete, this can mean anything from a one-off posting on social media or a public appearance (either online or in person) until the current brand promotion. In contrast, it is known that some alcohol brands sponsor birthday parties or other celebrations, thus connecting with the lifestyle of celebrities in sports. The same principles can be applied to a lesser extent.
One of the most interesting sports that has shown a strong connection with the industry is the National Basketball Association. NBA star Josh Hart, for example, is very fond of wine (he even has instagram dedicated to sharing his favorite bottles). And the NBA has a successful (if unofficial) wine club - as shown by hundreds of bottles shipped to the “bubble” of the league (a sports complex in Orlando, Florida where teams are safely housed for the 2020 season).
Stars like three-time NBA champion Dwayne Wade have been at the forefront of NBA wine obsessions for years. But players no longer drink wine among themselves; they channel their personal passions into a more inclusive industry. Hart established the Diversity in Vine Scholarship Program educational and professional opportunities, including VS.ET certificate, for people from different backgrounds to enter the industry. This can only be good for the wine as a whole, and it would not have happened without the influence that athletes have.
Three-time NBA champion and Miami Heat captain Udonis Haslem has teamed up with Vine Access. In the podcast, he discusses trends and interests among NBA stars for their different grapes or regions. This simply would not have happened 10 years ago, but it indicates the expansion of the profile of wine as an industry in demand.
Subscriptions and approvals
Another indicator of the role that athletes can play as influential for wine brands is the campaign that Vinc led in the United States. Vinc is a top wine club in America, supplying a wide range of different wines to try through its subscription service. Subscription services are popular among craft beer lovers and are beginning to flourish around the world for wine, spirits and other beverages. For Vinc, supporting athletes through social media was the most powerful marketing tool. Athletes were hired to support the business and sales simply increased.
The role of “influencer” is and continues to disrupt the sponsorship and marketing of almost every industry. Wine is no different. The challenge will be to see how the premium end will react or engage. Exclusivity has always been vital for certain wine brands, but that has not stopped them from sponsoring or advertising in the past. They have always been incredibly selective about the type of event they sponsor or the advertising they produce. This selectivity will no doubt be applied in any way to the influence they devote themselves to, but we would not be surprised to see athletes at the top of that list.
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Ishveen Jolly is a pioneer in the sports marketing industry that he built OpenSponsorship.com into the world’s largest market that connects brands with athletes for digital marketing campaigns. Her accolades include entering the Forbes 30U30 sports list, Inc. a list of the top 100 female founders and raising over $ 5 million for the company, including NBA team owners, athletes, prominent WC and its Alma Mater Oxford University.
