Cheers to the Game: Cocktail Culture on the Sidelines

When I tell new connections I studied Kinesiology and Sports Management, I often get a funny look, especially now that I work in the alcohol industry.

But I truly believe the two worlds overlap more than most people realize. At their core, both industries are about creating memorable experiences, building loyalty, and bringing people together.

To prove my point (and share a bit of my love for cocktail history), here are a few great examples where sports and alcohol brands have partnered to create cocktail-centered traditions that elevate the fan experience and strengthen brand recognition:

Wimbledon & the Pimm’s Cup

This one is timely — as people overseas are currently enjoying this classic cocktail made with Pimm’s No. 1, lemonade, and fresh fruit. It’s been served at Wimbledon since 1971 and is now synonymous with the tournament. They’ve even launched a ready-to-drink version, so fans can sip it at home while watching the matches.

The Kentucky Derby & the Mint Julep

Kentucky is known for bourbon and horse racing, and the Mint Julep ties both together perfectly. It’s been the official cocktail of the Derby for almost 90 years. Served in commemorative glasses (or traditional metal julep cups), these drinks create a collectible experience and bring fans back year after year.

The US Open & the Honey Deuce

A more modern example, this cocktail was created in partnership with Grey Goose in 2007. Served with three honeydew melon balls that resemble tennis balls, it’s fun, on-theme, and highly “Instagrammable.” It also generates a ton of free user-generated content, from everyday fans to influencers and celebrities, increasing brand reach and making it part of the spectacle.

Toronto Blue Jays & Souvenir Cocktail Shakers

Blue Jays souvenir cocktail glasses

Closer to home, the Blue Jays are elevating stadium food and beverage with premium, hand-crafted cocktails served in custom souvenir shaker cups. Not only are they visually attractive and functional, but they encourage fans to take a piece of the experience home. Every time someone mixes a drink in that shaker, they’re reminded of a great day at the ballpark, reinforcing both fandom and brand connection.

These partnerships are about more than just selling drinks — they’re about building traditions, sparking emotion, and enhancing the live event experience.

Can you think of other standout beverage + sports collaborations that do this well? I’d love to hear them.