Watching sports with beer for company is like a marriage made in heaven. It's just a very natural fit. Beer brands jumped on the sports sponsorship bandwagon decades ago, and some of these associations are still going strong. In fact, over the years, tournaments and teams have earned recall based on their beer brand associations, and vice versa. Victoria Bitter – Cricket Australia
Heineken – UEFA Champions League
Carlsberg – UEFA Euro
Budweiser - Major League Baseball
Kingfisher - Indian Premier League
