With the US Open Tennis underway (sort of) I decided to take a look at some of the brand preferences of fans of the tournament, focusing on what they drink.
The data comes from GWI, and is a global audience of people who watch the US Open live, either on TV or streaming. Fairly engaged fans, in other words.
It’s interesting to note that the brands with an official US Open partnership are rarely the number 1 in terms of consumption, but they are always among the highest indexing in their category for this audience.
This suggests that either the partnership is working to encourage this audience to try or buy the brand, or that it was a good fit for the brand in the first place (or a bit of both).
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