Here in Belgium beer is everything, or at least it's a big part of the culture and the society. It's the Belgian culture and also one of the thing Belgium is known for.
Even the soccer league is called Jupiler league after the beer Jupiler:
In Sweden, where the soccer league is called Allsvenskan we can see all kind of different sponsors such as Swedbank, ICA and sports brands like addidas and puma. The league don't have a sponsor like Jupiler and the name of the league is kind of boring and just means "All Swedish". This shows the importance of beer in Belgium, it's a part of the culture. In Sweden alcholo and sports don't get along that well so it can be a sponsor for a league. In the cases where you can find a beer brand conected with Swedish soccer it's always the non-alcoholic one. The biggest sponsors are the TV chanels, the train company and the website where you can buy your ticket for the game.
IFK Göteborg (my team in Sweden hehe) You can see Adidas, Inter sport and Prioritet Finans as sponsors.
But I think sports is a great way of marketing your brand. Sports is a big interest in many countries and if your favorite team has a big brand as thier sponsor you probably know that brand.
Some examples, do you see the sponsors/brands?
Bayern Munchen
Arsenal
FC Barcelona
ELLEN LINDER
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