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Eisberg* Scores Big with England and GB Hockey Sponsorship
The worlds of sports and alcohol-free drinks are coming together in an exciting new partnership that speaks volumes about changing attitudes toward mindful drinking. Eisberg*, Europe's leading alcohol-free wine brand, has just been announced as the official alcohol-free wine sponsor for England and GB Hockey in a two-year deal.
This isn't just another corporate sponsorship announcement—it represents something bigger happening in the world of sports and socialising. After a successful trial run in 2024, Eisberg's* research revealed that an increasing number of men and women are embracing a more mindful approach to drinking, particularly when it comes to their health and fitness goals.
The partnership kicks off this month alongside the Super 6s championship, with plans to showcase the benefits of mindful drinking to the hockey community and sports fans through various events, social media campaigns, and sampling opportunities. Local hockey clubs can look forward to some exclusive promotions, too.
Nick Pink, England and GB Hockey CEO, shares their perspective on the partnership:
"England and GB Hockey are pleased to announce a new partnership with Eisberg, one of the UK's leading Alcohol-Free brands and an innovator in the category. This partnership aligns with our commitment to performance and wellbeing."
With Channel 4 set to broadcast hockey matches in 2025, this partnership couldn't come at a better time for the brand. It's bringing together an engaged audience of health-conscious sports enthusiasts with quality alcohol-free options - something that resonates strongly with the current shift toward more mindful drinking choices.
Dan Harwood, Eisberg's Managing Director in the UK, is equally excited about the partnership:
"It's going to be a great few years for England and GB Hockey, and this sponsorship is a really exciting milestone in the progression of the brand. It helps us connect people looking to moderate their drinking with a great product."
The message is clear—whether you're an athlete, a sports fan, or just someone looking to make more mindful drinking choices, there's room at the table for everyone. As Harwood puts it,
"This long-term agreement reflects Eisberg's growth in the UK and our commitment to helping drinkers understand that there is an option for them—any glass, any place, whatever their interests."
You can hear more about Eisberg Wine's rise to the top spot as the largest dedicated alcohol-free wine brand in the UK on the Low No Drinker Podcast ep#50, as I speak to Dan Harwood about doubling capacity & dealcoholisation.
The Eisberg and England Hockey partnership joins a growing selection of sports organisations teaming up with alcohol-free brands, but they're not the only ones.
Other noteworthy pairings shaking up the traditional sports sponsorship landscape:
Athletic Brewing* x Arsenal
In a historic move, America's largest non-alcoholic brewery became Arsenal's first official non-alcoholic beer partner in 2024. Their award-winning Run Wild IPA is now available throughout Emirates Stadium for both men's and women's matches, with draught options at club level. The partnership includes marketing campaigns featuring Arsenal players, in-stadium sampling, social media engagement, and VIP supporter experiences.
Heineken 0.0* x Formula 1
Perhaps one of the most visible partnerships in recent years, since 2020, Heineken 0.0 has integrated seamlessly into the F1 experience, advancing their 'When You Drive, Never Drink' message. The partnership has expanded beyond traditional sponsorship to include dedicated alcohol-free areas at races, 'Zero Zones', offering fans premium alcohol-free spaces to enjoy the racing atmosphere and innovative fan experiences.
Lucky Saint* x Cricket, Rugby & Running
The UK's leading independent alcohol-free beer brand has been making waves across British sport, establishing partnerships in both cricket and rugby. Lucky Saint's presence at major sporting venues and their own various running clubs has helped normalize premium alcohol-free options at some of the nation's most iconic grounds. Their commitment to providing quality alcohol-free beer to sports fans demonstrates how traditional sporting experiences are evolving to become more inclusive for all spectators, whether they're drinking alcohol or not.
Corona Cero* x Olympics
AB InBev's Corona Cero became the 'Official Beer Sponsor' of the Olympic Games through to 2029, marking the first time an alcohol-free beer has led a major Olympic sponsorship. The partnership kicked off with the Paris 2024 Summer Olympics and extends through the 2026 Winter Olympics in Milan-Cortina and the 2028 Summer Olympics in Los Angeles.
Budweiser Zero* x NBA
Following the success of Budweiser Zero's launch in 2020, the brand strengthened its presence in professional basketball by becoming the 'Official Alcohol-Free Beer of the NBA' in 2022. The partnership includes prominent branding during NBA games, dedicated alcohol-free areas in arenas, and special activation events featuring NBA legends.
The deal made headlines for its focus on promoting mindful drinking choices among basketball fans, with Budweiser Zero available at all major NBA venues across the United States.
These partnerships demonstrate how both sports and alcohol-free brands are evolving to meet changing consumer preferences. They're not just about providing alternatives – they're about creating new, inclusive experiences for all fans.
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