The Boston Beer Co has agreed a deal with boxing promotion business Top Rank Boxing for its Twisted Tea alcoholic iced tea brand.
Twisted Tea will be the ‘official malt beverage partner’ of Top Rank throughout the boxing company’s 2025 schedule of events. The partnership is set to debut on 14 February for a lightweight championship bout at Madison Square Gardens in New York.
Top Rank and Twisted Tea first joined forces last year, but the developed tie-up will feature “a more robust in-arena presence, local activations and branded content”, according to a statement. Financial details about the arrangement were not disclosed.
“We’re thrilled to enter the ring with Top Rank and champion the fight with boxing’s most dedicated fans,” said Twisted Tea’s senior brand director Erica Taylor.
The Boston Beer Co’s most recent set of results saw the three months to the end of September deliver a flat top-line performance of +0.6%. The Samuel Adams brand owner is set to release its full-year results on 25 February.
