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Premium non-alcoholic beer brand BERO has agreed a three-year commercial partnership with NBA franchise Miami HEAT, securing official pouring rights and brand activation across Kaseya Center in South Florida.
Under the agreement, the business, founded by British actor Tom Holland and chief executive John Herman, becomes the official non-alcoholic beer partner of the basketball organisation. The deal will see BERO distributed across selected concession bars and VIP hospitality lounges throughout the arena for NBA fixtures, concerts, and live entertainment events.
The multi-year sponsorship aligns with rapid regional growth for the brand, which has recorded a 405% expansion across Florida since September 2025 and 478% sales growth in the regional market over the past 12 months.
"South Florida has become such an important market for BERO, and the response we've seen here has given us a lot of confidence in our expansion," said John Herman, CEO and co-founder of BERO. "We're growing quickly, but we're also being thoughtful about what comes next and the partners we grow with. The HEAT is a great example of that, and a big step forward for BERO as we continue to build the brand."
Arena Pouring Rights and On-Premise Activation
The partnership integrates BERO across multiple fan touchpoints inside the downtown Miami venue over the next three seasons:
🍺 Concession and Lounge Pouring: Availability across selected public concession stands alongside premium placements in newly developed VIP lounges.
🏀 In-Arena Sampling and Content: Scheduled trial programmes, concourse sampling activations, and co-branded digital content deployed across digital displays and club channels.
🎟️ Non-Sporting Event Presence: Brand visibility and pour rights extending across third-party live music concerts and entertainment events hosted at Kaseya Center.
"As the popularity of non-alcoholic beer skyrockets in our region, it was obvious we needed to bring this option to our fans," stated Glen Oskin, Vice President of Corporate Partnerships for the Miami HEAT. "BERO is best-in-class with its non-alcoholic beer, and we couldn't be prouder to be associated with this up-and-coming brand."
Regional Retail
The on-premise stadium presence complements BERO's broader off-premise retail expansion across Florida, where the brand has secured listings across major supermarket chains and independent drinks stockists.
By driving liquid-to-lips sampling inside high-attendance sporting environments, the brand aims to accelerate brand recognition and convert live-event trial into repeat retail grocery purchases across the South Florida metropolitan area throughout the three-year contract window.
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