Alex Cooper’s Unwell breaks onto NWSL pitch amid rise in non-alcoholic beverages sponsorships

The sector: Per SponsorUnited, alcoholic beverages rank second among most active categories in women’s sports sponsorship presence, while non-alcoholic beverages are sixth. However, growth in these sectors is rapid: Alcoholic beverages saw the most YoY deal growth with 53 new partnerships, while non-alcoholic brands saw the fourth-biggest growth with 36.

The GIST: Last Friday, the NWSL and Alex Cooper’s Unwell — the league’s new hydration partner — announced Unwell FC, an interactive fan program at select NWSL games this season. This follows the trend of beverage brands getting into women’s sports sponsorships, something marketers should lean into as they look for creative ways to stand out. Drink up.

The details: NWSL fans will be able to buy Unwell FC tickets at specific games, giving them the VIP brand treatment with exclusive merch, on-site activations, prime viewing access, and plenty of Unwell Hydration, Cooper’s electrolyte-infused beverage.

• Although there were a few marketing hiccups with the rollout, it all kicks off this Saturday when Bay FC hosts Angel City in San Jose. Cooper, who’s an LA resident, will attend the inaugural event between two of the NWSL’s most popular teams.

The context: ICYMI, Cooper is the famous podcaster behind Call Her Daddy, which has inked lucrative Spotify and SiriusXM deals, with the latter valued at $125M. Cooper herself is worth an estimated $60M thanks to the podcast, her Unwell brand, and other business ventures.

• And the sector overall is surging: Global sales volumes of non-alcoholic drinks are expected to grow at a compound annual growth rate of 7% between 2023 and 2027. Valued at $149.6Bin 2022, the market is projected to grow to $225.6B by 2030.

Zooming out: With more non-alcoholic brands entering the space thanks to a growing interest in health and wellness, women’s soccer is an ideal target. A notable portion of Gen Z (23%) and millennials (24%) regularly consume these beverages, and it makes sense for a buzzy brand like Unwell to attempt to reach young soccer fans through an engaging, activation-driven partnership.

• SponsorUnited noted that while beverage brands like Coca-Cola and Gatorade are active across women’s sports, they usually focus on product placement. For upstart brands looking to break through the noise, interactive fan activations like this could become the new normal.