Over 270 non-alcoholic beverage brands, which include many globally recognised brands, have active sponsorship deals in place with sports properties based mainly across Europe, as of October 2023. Many of these deals are highly lucrative, with seven non-alcoholic beverage brand deals worth over USD 5 million annually. Among these brands, Red Bull is the biggest spending brand in the Europe, the Middle East, and Africa (EMEA) region, with over USD 63.31 million being invested by it in 2023, according to GlobalData, a leading data and analytics company.
GlobalData’s latest report, “EMEA Non- Alcoholic Beverage Sports Sponsorship Landscape,” reveals that Red Bull is estimated to have 10 deals in place that are worth USD 1 million or more annually. Its deals include many esports teams such as OG, Team Spirit, and G2 eSports.
Tom Subak-Sharpe, Sport Analyst at GlobalData, comments: “Red Bull across the EMEA region is the biggest spending non-alcoholic beverage brand thanks to many lucrative deals, which include a primary front-of-shirt agreement with soccer club RB Leipzig. The brand’s investment in Leipzig has contributed massively in allowing the club to be one of the best-performing clubs in German soccer over the last 10 years.”
Red Bull’s biggest spending rival in the sector is Coca-Cola. GlobalData estimates the brand will spend nearly USD 60 million on sponsorship deals across the EMEA region in 2023. The brand’s biggest annual deal in the region is with FC Barcelona. Its one-year deal with the Spanish soccer giants is estimated to be worth USD 5.25 million.
Subak-Sharpe concludes: “In 2023, Coca-Cola continued to be associated with many athletes, with current deals ongoing with Neymar, Blake Griffin, Anthony Davis, Kris Bryant and Justin Barcia. Of these five deals, the one with the Brazilian soccer player Neymar is the most lucrative. Over a long period of time, Red Bull has associated itself with some of the world’s most recognisable athletes. These associations are not expected to decline, with the brand constantly identifying new top talent to partner with.”
Over 110 non-alcoholic beverage brands, which include many globally recognised brands, have active sponsorship deals in place with sports properties based mainly in the US. Many of these deals are title or main sponsorship deals, which allow brands to receive substantial brand exposure opportunities, often from sports properties that have substantial global fanbases. With many of the deals being highly lucrative, eight non-alcoholic beverage deals are worth over USD 10 million annually. PepsiCo is the biggest spending brand in the Americas region, with an estimated expenditure of USD 322.96 million, according to GlobalData, a leading data and analytics company.
GlobalData’s latest report “Americas Non-Alcoholic Beverages Sports Sponsorship Landscape,” estimates that the American multinational food, snack, and beverage corporation PepsiCo has 55 deals in place, which are worth USD 1 million or more annually. In 2023, over USD 100 million is being invested by PepsiCo in team deals, which include many NFL teams such as the New England Patriots, Washington Commanders, and Miami Dolphins.
PepsiCo’s biggest competitor in the sector is Coca-Cola. In 2023, Coca-Cola is estimated to spend close to USD 277 million on sponsorship deals across the Americas region, according to GlobalData. The brand’s biggest annual deal in the region is with US Soccer. The current five-year agreement between the two parties is estimated to be worth USD 100 million.
Tom Subak-Sharpe, Sport Analyst at GlobalData, comments: “It is not surprising that PepsiCo and Coca-Cola dominate the region of all the competing non-alcoholic beverage brands due to the vast amounts of funding that these two powerhouse organisations have to spend on developing their sponsorship portfolios.”
In 2024, it is unlikely that any other non-alcoholic beverage brands will come close to competing with these two brands. However, a brand to keep an eye on who may increase their sponsorship spend and deal volume count is PRIME, the brand that is currently serving as the official sports drink of the Los Angeles Dodgers.
Subak-Sharpe concludes: “The meteoric growth experienced by PRIME in 2023 may allow the brand to invest more finances into securing more sponsorship deals with globally recognised sports properties based in the Americas region.
IPRONA, one of the world’s B2B market leaders for fruit processing, has introduced the first standardised and solvent-free tart cherry extract, CherryCraft®. The proprietary extract combines the proven properties of tart cherry with the expertise and infrastructure behind successful European black elderberry extract ElderCraft®.
Tart cherry has emerged as an important fruit in the sport recovery sector on the strength of studies linking it to effects on antioxidative capacity, inflammation and lipid peroxidation that influence how long it takes muscles to recalibrate after strenuous exercise. Other studies have linked the fruit to effects on sport performance, sleep and cardiovascular health. The growing body of evidence has alerted consumers to the role tart cherry can play in their exercise regimes.
Manufacturers that want to serve the growing market need tart cherry extracts standardized on polyphenols and anthocyanins, the fruit’s functional ingredients. Having gained deep expertise in polyphenols and anthocyanins from its work on ElderCraft®, IPRONA identified tart cherry as the ideal fruit for the expansion of its product line.
“Tart cherry is a highly promising ingredient in the sport recovery space,” said Stephan Breitenberger, CEO of IPRONA, “We are realising that promise by using our solvent-free production method and vertically integrated European supply chain to deliver an extract standardized to polyphenols and anthocyanins. We look forward to working with our partners to bring the benefits of tart cherry to more consumers through CherryCraft®.”
The product is made using the same gentle, solvent-free proprietary IPT – IPRONA Polyphenol Technology as ElderCraft® to make a standardised, premium-quality extract from European tart cherries without harming the fruit matrix. IPRONA sources the tart cherries used in CherryCraft® through its vertically integrated European supply chain, resulting in total traceability.
CherryCraft® is standardized to polyphenols and anthocyanins, giving manufacturers and consumers confidence in its properties, and is suitable for use in maltodextrin-free formulations, as IPRONA is also offering the extract with gum arabic as a carrier. The diversity of options equips manufacturers to use CherryCraft® in a range of formulations, helping them fully realise the potential of tart cherry.
About IPRONA
IPRONA is one of the world’s B2B market leaders for fruit processing. With nearly 40 years of experience serving a dynamic, international clientele, IPRONA is the peerless supplier of fruit-specific ingredients such as berry, citrus and tropical fruit concentrates, infusions from herbs and seeds, standardised red berry extracts, and customer-specific compounds.
The value of the sports nutrition market is set to grow by around 8 % per year to reach over US$17bn globally in 2021, according to Innova Market Insights’ forecasts. The mainstreaming of the market has led to a surge in interest in plant-based alternatives with the traditional dominance of whey and other dairy proteins now being challenged. In fact, over 40 % growth has been reported in new sports nutrition launches with a plant-based claim (Global, 2014-2018).
Vegan-friendly positionings were used for 6 % of global food and beverage launches recorded by Innova Market Insights in 2018, however, this rises to 14 % for sports nutrition. RTD sports drinks have an even higher level of prevalence for these positionings at 18 %.
Some of the fastest-growing plant-based proteins include soy protein isolate, pea protein, and rice protein. Moving beyond the protein arena there is also increasing use of other plant-based ingredients in sports nutrition NPD. This is led by nuts and seeds, many of which already carry an inherently healthy and nutritious image. In Europe, for example, sports nutrition launches with nuts and seeds had a CAGR of 23 % over the 2014 to 2018 period, with 2018 activity led by almonds, peanuts, and sunflower seeds.
More specialist vegan sports nutrition ranges are starting to appear, while more mainstream companies and brands are greening up their portfolios to attract those increasingly wanting to add more plant-based options to their diets.
As demand for sports nutrition products continues to soar globally, the market has become increasingly mainstream. The concept of active nutrition is developing more widely as interest spreads beyond the traditional core base of bodybuilders, endurance athletes and high- level sportsmen. The focus is increasingly shifting towards everyday health and fitness as a lifestyle choice.
Innova Market Insights data also indicates that global launch activity in sports nutrition has risen particularly strongly over the past three years, reflecting this broadening out of appeal.
Sports nutrition has always had a strong focus on protein content and this has probably grown even stronger as interest has spread into the mainstream food and beverage market. “One of the most interesting developments in protein use in recent years,” according to Lu Ann Williams, Director of Innovation at Innova Market Insights, “has been the move to alternative protein sources, with the traditional dominance of whey and other dairy proteins now being challenged by plant-based products.”
In general, the sports nutrition sector continues to develop and diversify, particularly in terms of target market, with an increasingly wide range of consumers now in its sights, including those interested in different sports, exercise regimes and levels of activity. Growing consumer interest in health, sustainability, and ethics have made plant- derived ingredients and products more popular in sports nutrition in line with the food and drinks market as a whole.
New system will enable companies to substantially improve capacity and operational performance, dramatically cutting rejection rates in the process JBT Corporation has announced the launch of a new solution for filling flexible pouches commonly used in the infant nutrition and sports drinks categories, which could spark further market growth for the sector. The JBT AsepFlex™ Linear Pouch Filler has been developed to overcome problems associated with current pouch packaging, including a high rejection rate and low capacity.
The market of flexible packaging is growing, with pouches becoming the preferred option for processors and consumers thanks to their non-breakable, lightweight, easy to open, and easy to empty (squeezable) characteristics. In the infant nutrition category flexible pouches are expected to grow their market share by 10 % each year.
However, growth in the category has been restricted by limits to current pouch filling technology. The two existing shelf stable pouch solutions both suffer from significant drawbacks. Solutions using an aseptic form fill seal typically have a low capacity and a high Total Cost of Ownership (TCO) due to a high rejection rate. Hot fill with retort sterilization solutions, meanwhile, often have low (120 ppm) capacity and low product quality.
The JBT AsepFlex Linear Pouch Filler has been developed to solve the problems with these existing solutions by substantially improving capacity and operational performance. With a capacity as high as 500 ppm – or 30,000 pouches per hour – the fully aseptic solution is designed in accordance with the FDA guidelines for low acid aseptically filled food products and can achieve an impressive operational performance, with a 95 % efficiency rate and a typical reject rate of only 0.5 %.
JBT Product Manager, Bert Krakers, said: “Apart from capacity and aseptic integrity, the AsepFlex Filler offers flexibility. Pouch formats and sizes can be changed on the fly without the necessity to change parts.”
The filling system, he explained, can fill a wide range of products from water-like liquids through to high viscous products, such as smoothies with particulates. It can also be equipped with a nitrogen dosing system to reduce the oxygen in the headspace of the pouch, which limits the chemical deterioration (oxidation) of the product, helping maximize product shelf life in the process.
The JBT AsepFlex Filler has been designed for use with infant nutrition products, such as fruit and vegetable purees, and ready-to-drink baby food, as well as sports and breakfast drinks ‘on-the-go’, and nutraceutical products. A first AsepFlex filling unit in Europe has recently been supplied to a leading specialist in infant nutrition.
Production of crystalline betaine under a joint venture between AGRANA and The Amalgamated Sugar Company (USA)
The fruit, starch and sugar group AGRANA is constructing a betaine crystallisation plant at its sugar refinery in Tulln (AUT) under a joint venture with US-based Amalgamated Sugar. The official ground-breaking ceremony for this project took place on April 9th. The new plant, entailing the investment of around € 40 million, will take a year to construct.
AGRANA has been processing the sugar beet molasses obtained during the production of sugar at its Tulln site to make liquid betaine since 2015. The new plant, with a production capacity of around 8,500 metric tons of crystalline betaine per year, will make Tulln only the third manufacturing site worldwide where premium-quality, natural crystalline betaine is produced.
“We are looking forward to a successful partnership to produce premium-quality crystalline betaine. Diversification by means of betaine in our Sugar segment is essential to ideally exploit the full potential of sugar beets. This investment in a greater depth of sugar refining is therefore a top priority in the interests of safeguarding competitiveness,” as the CEOs of AGRANA and Amalgamated, Johann Marihart and John McCreedy, both agree.
About betaine
The natural substance betaine, found in sugar beet molasses, is characterised by numerous positive properties and can be used in many applications. Betaine is a methyl donor and has osmoregulatory properties, aids the liver to process fats, and biologically degrades the amino acid homocysteine, which can damage blood vessels when in high concentrations.
Betaine is used not only in food supplements and sport drinks to promote muscle development, but also in livestock rearing as a component in animal feeds. Due to its osmoregulatory properties at a cellular level, betaine is also used in cosmetic products. In tensides and detergent substances (e.g. shampoos and conditioners), betaine acts to stabilise the formation of foam and also conditions and strengthens the hair.
