Wine Pouring Freely As Sports Embraces New Drink Partnerships

Beer comes as ubiquitous to American sports culture as the hot dog. But now it’s wine’s time to shine. The rise of wine in sports spans the gamut, from an official wine for the Kentucky Derby to the 2024 addition of an official wine partner for the NBA and WNBA to full-on wine programs at venues across multiple sports.

“The rise of wine in sports partnerships with platforms like the NBA and Kentucky Derby originates from the need for wine brands to reach new consumers in non-traditional spaces,” Maggie Curry, vice president of marketing partnerships for Jackson Family Wines, tells me. “Both the NBA and Kentucky Derby—Kendall-Jackson’s partners—are high-energy platforms, where sports, fashion and culture come together.”

For Kendall-Jackson, the entry started with the Kentucky Derby and the winery has now released two exclusive, limited-edition wines served at the Churchill Downs and available for online purchase for those hosting watch parties. Focusing on the large one-off event expanded in 2024, when Kendall-Jackson added the NBA as an official partner, including in-venue partnerships with the Nuggets, Magic, Suns, Pacers, Kings and Warriors that featured the buildout of themed bars and Cellar 82 by Kendall-Jackson at Golden 1 Center.

The wines are now leveraged across multiple concessions, branded bars and high-end menus across the venues. Curry says the NBA has created its own player-led reputation as the wine league, which helps bring the worlds of fine wine and sports together. “The wine and basketball zeitgeist is real, and it starts with the stars of basketball,” she says, noting LeBron James talking about wine on the Netflix show “Starting 5” and former players Carmelo Anthony and Dwayne Wade starting their own wine brands. “This, in combination with stadiums and arenas wanting to elevate their own fan experience, is a perfect moment for wine entering the space.”

Partnering with the NBA, then, allowed Kendall-Jackson to capitalize on the wine momentum in and around the league while gaining a new opportunity to focus messaging to a digitally savvy, younger consumer, “which is white space and opportunity for growth in the wine category.”

Then by adding team-specific partnerships to the league deal, Curry says they can bring localized messaging capability.

The NBA isn’t the only place where wine is growing in sports. Far Niente partnered this April with the San Francisco Giants, bringing the Napa Valley wine to Oracle Park through the House of Far Niente Vintage ’58, a Promenade Level bar, as well as in concessions throughout Oracle Park.

“Today’s wine enthusiasts seek quality and genuine narratives wherever they gather and cheer for their team at the ballpark is no exception,” says Kate McManus, vice president of marketing at Far Niente Wine Estate. ‘This collaboration enables us to bring exceptional wines to fans at precisely the right time and place.”

The Giants were the first MLB team to serve wine and became, in 2023, the first MLB team to employ a master sommelier to curate a wine program. “The Bay Area is a world-renowned culinary destination, and that’s reflected in Oracle Park’s hospitality offerings,” says Evan Goldstein, master sommelier for the Giants. “Visitors expect access to innovative flavors and creative menus, and with the ballpark’s proximity to wine country, it just makes sense to build a robust wine program that highlights the very best of the region.”

Nearby, the Appellation 49 Wine Program founded by 49ers co-chairman John York offers a collection of over 100 high-end California wines hand selected by York for Bay Area-NFL fans. Stemming from his own love and passion for wine, the program gives Levi’s Stadium guests access to wines that are normally unavailable to the general public, as many participating wineries sell exclusively to members and others only produce small amounts exclusively for restaurants or high-end retailers. In other cases, participating wineries offer older vintages or library releases, making Appellation 49 the only place these wines are available.

Inside Sacramento’s Golden 1 Center, Kendall-Jackson opened Cellar 82, inviting fans to sample an extensive wine selection from the Californian label. Curry says fans can order collectable wines by the glass, an opportunity to taste wines typically reserved for full-bottle purchase, “so the innovative wine system allows for both intrigue and trial.”

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Across the NBA, Curry says chardonnay continues to lead the way, but fans are showing more interest in cabernet sauvignon, sauvignon blanc and pinot noir. During the 2025 NBA playoffs, Kendall-Jackson’s new Vintner’s Reserve Chenin Blanc will make a push, all part of “bringing access to unique wine offerings, allowing that discoverability” as arenas push higher on Kendall-Jackson’s list of top-performing accounts.

As wine continues to play a role in premiumization and experience in sports, Curry says to expect additional wine brands entering the sports world’ “The partnership gives you access to coveted new consumers,” she says. “From reaching consumers at the live events at concessions or suites, or through building awareness with digital ads on their phones or through streaming TV ads, sports partnerships are a powerful and impactful tool.” Wine brands are ready to drink it up.