Philadelphia Eagles Partner with Kevin Hart's Gran Coramino Tequila in Growing Trend of Spirits in Sports
The Philadelphia Eagles have entered into a new sponsorship deal with Gran Coramino, the luxury tequila brand co-founded by Philadelphia native Kevin Hart. This partnership includes signage inside the team's Lincoln Financial Field, branded bars in the stadium, and marketing on the Eagles' digital platforms. The Eagles are capitalizing on the rising popularity of celebrity spirits brands and the increasing preference for liquor over beer among U.S. drinkers. Gran Coramino is the latest luxury spirits brand to seek market share through league or team partnerships, as the association between beer and sports diminishes.
Expanding Awareness and Sales
Kevin Hart expressed his belief that the partnership will lead to increased sales as awareness of the product grows both inside and outside the stadium. Eagles Senior Vice President of Corporate Partnerships, Brian Napoli, stated that the branded bar will enhance the premium experience for Eagles fans and guests. For Hart, a lifelong Eagles fan, this deal holds special significance, as he has been with the team through thick and thin.
Spirits' Rise in Sports Sponsorships
In recent years, spirits brands have made significant strides in sports sponsorships across major American leagues. This shift comes as spirits surpassed beer in market share for the first time in 2022. Brands like Jaegermeister, Distill Brands, Hennessy, and Diageo have secured partnerships with professional sports leagues and teams, enabling them to reach new consumers and strengthen their brand presence.
Benefits of Sports Sponsorships
Companies like Diageo have seen positive impacts on consumer perception through their partnerships with the NFL. These collaborations provide opportunities for iconic brands to connect with passionate and engaged fan bases. Sponsorships also offer increased awareness and visibility, particularly during key events like the NBA season, Christmas games, All-Star games, and playoffs, when fan engagement is high.
Gran Coramino's Differentiation and Market Potential
Gran Coramino, made with agave from Mexico's Tequila region, aims to differentiate itself by partnering with the Eagles, a Super Bowl contender known for its tenacious play. This collaboration also provides the brand direct access to a higher-end consumer base with substantial disposable income. With the average NFL ticket price projected to increase by 60% in 2023, reaching this consumer segment becomes even more valuable.
In conclusion, the partnership between the Philadelphia Eagles and Kevin Hart's Gran Coramino Tequila exemplifies the growing trend of spirits brands entering the sports sponsorship arena. This collaboration allows Gran Coramino to expand its awareness and reach a broader consumer base. The increasing preference for spirits over beer, coupled with the strong fan engagement in sports, presents new opportunities for brands to connect with their target audience. As the association between sports and beer fades, partnerships like these offer a platform for spirits brands to thrive and establish themselves as the preferred choice among fans in various environments.
Conclusion: The Impact on New Businesses in the Rising Trend of Spirits in Sports
The partnership between the Philadelphia Eagles and Kevin Hart's Gran Coramino Tequila illustrates a significant shift in the sports sponsorship landscape. This trend presents unique opportunities and challenges for new businesses in the spirits industry.
Opportunities and Challenges
On one hand, this trend opens up new avenues for brand visibility and consumer engagement. As seen in the case of Gran Coramino, partnerships with sports teams can significantly boost brand awareness and sales. However, this also means increased competition as more spirits brands vie for these lucrative sponsorship deals.
Moreover, the rise of spirits in sports underscores the importance of strategic differentiation. Gran Coramino's partnership with the Eagles not only aligns the brand with a beloved local team but also positions it as a luxury choice for a high-end consumer base. This kind of targeted branding can help new businesses stand out in a crowded market.
In conclusion, the growing trend of spirits in sports sponsorships presents both opportunities and challenges for new businesses. To navigate this evolving landscape, new businesses must stay attuned to market shifts, seize strategic partnership opportunities, and differentiate their brand effectively. This will be key to establishing their presence and achieving long-term success in the spirits industry.