Constellation Brands at The District Cup 2024: A Blueprint for Localized, High-Impact Sponsorship
When Constellation Brands partnered with The District Cup 2024, they weren’t just putting their logo on a banner — they were strategically embedding themselves into the heartbeat of a cultural and social experience in Washington, D.C. With nearly 1,000 attendees and a curated, high-profile guest list, the event offered an ideal stage for brand activation, audience engagement, and product sampling.
Making an Impression — On the Ground and Online
Constellation Brands approached this sponsorship with an emphasis on immersive, social-forward engagement:
360-Degree Photo Experience: Positioned at peak event hours, the branded 360 Cam activation engaged hundreds of attendees and produced 99 branded photo moments during a single activation window at 3:30 PM. These moments weren’t just captured — they were shared, amplifying visibility across personal and influencer social media accounts.
In-Kind Product Sampling: Constellation supplied a generous quantity of their beverage products, allowing guests to sample their brands throughout the day. This organic exposure created memorable, positive brand associations tied directly to the high-energy atmosphere of the event.
Strategic Brand Placement: Their logos were prominently featured on event banners, uniforms, and signage — plus earned exclusive recognition during high-visibility moments like the opening ceremony, where Liz from Constellation Brands threw the ceremonial ball toss and Constellation was vocally acknowledged as a lead sponsor multiple times.
Influencer Visibility: Influencers and local public figures such as @missamericadc, @julianaevalencia, and @DavidTafuri tagged and engaged with Constellation’s branded activations, generating an estimated 420,000+ digital impressions and reaching over 350,000 Instagram followers.
Hitting the Target Audience — Precisely
Evenda’s proprietary ROI analysis revealed that 90% of event attendees aligned directly with Constellation Brands’ core consumer base, particularly in metropolitan and culturally engaged markets.
Key attendee stats included:
Private Sector Executives, Founders, and Directors: 353 attendees across high-level business roles.
Geographic Focus: 58% from D.C., 22% from Virginia, and 11% from Maryland — ideal for regional brand visibility.
Industries Present: From venture-backed startups to diplomatic professionals, this was a curated audience with influence and buying power.
Investment vs. Return: A High-Value Entry Point
With a modest financial commitment of $2,500, in-kind product, and interactive elements like the 360 Cam, Constellation unlocked access to:
Prime branding real estate
Highly engaged consumer interaction
Organic influencer and media exposure
Valuable demographic targeting
Yet, the data indicates that greater investment could yield significantly more return.
Evenda’s Recommendations for 2025
To capitalize even more effectively at future District Cup events, Constellation Brands is encouraged to consider an expanded sponsorship strategy that includes:
Premium Branded Merchandise Giveaways
Think glassware, bottle openers, or coolers with high aesthetic and brand recall value.
Distribute in VIP lounges or high-traffic areas.
Exclusive Tasting Lounges or Brand-Hosted VIP Areas
Create elevated sampling environments tied to brand storytelling.
Behind-the-Scenes Content Creation
Collaborate on mini-interviews, reels, and branded content from the event floor to boost digital longevity.
Strategic Product Placement
Integrate products into seated areas, high-visibility food stations, or influencer tables.
Live Social Media Integration
Amplify shoutouts and event moments in real time via brand handles and partner accounts.
The Verdict
Constellation Brands executed a sharp, efficient activation at The District Cup 2024 — with strong brand presence, tangible engagement, and measurable results. As a leading example of what a well-aligned, culturally relevant sponsorship looks like, this case is proof that smaller event investments can yield major marketing wins — especially when guided by platforms like Evenda that bridge data with strategy.
Next year? The table is set for an even bolder play.
