March 3, 2022

Mad River makes a Giant splash in the MLB beer category

SBJ Atlas

California’s Mad River Brewing signed on as an official partner of the San Fransisco Giants in February. The Yurok Tribe-owned brewery’s foray into the sports marketplace marks the first team partnership with a Native American craft beer in MLB. The beer category is dominated by Anheuser-Busch InBev, with a portfolio of 100+ brands totaling more than 600 partnerships across the sporting space, according to SBJ Atlas data. The beer kingpin recently signed a 5-year extension with the NFL, in a deal that began in ’10. In addition to being the sole beer advertiser at the Super Bowl, A-B InBev boasts partnerships with 27 teams and endorses 25 NFL players. To see more detail on the beer category across major and minor leagues and teams, sign up for a demo with SBJ Atlas.