Almond milk and other plant-based beverages continue to gain popularity, and that’s good news for the sponsorship industry.

Sales in the non-dairy milk category rose 8.8 percent to $1.9 billion in 2015, per Mintel, a market research firm. The category posted an estimated 7.6 percent increase at inflation-adjusted prices, suggesting that much of the growth is from increased volume consumption rather than price increases.

Mintel expects sales of non-dairy milk to grow 50 percent from 2015 to 2020, driven by new product innovation and better-for-you positioning as a dairy milk alternative.

Most non-dairy milk segments are experiencing strong growth. Almond milk continues to lead in segment sales, per Mintel, while third-place coconut milk also has seen strong gains and is expected to surpass the struggling soy milk category by 2018. The “other” non-dairy milk segment—which includes plant-based milks made from cashews, hazelnuts, hemp, etc.—saw stellar growth in 2015, further supporting overall category development as consumers look to expand their non-dairy milk consumption beyond the leading segments (almond, soy and coconut milk).

The popularity of non-dairy beverages has resulted in new sponsorship activity across multiple brands and categories.

Califia Farms this year has partnered with a handful of music festivals (Arroyo Seco Weekend; FYF Fest, Kaboo Del Mar, Panorama, etc.) on behalf of its cold brew coffee and almond milk creamers.

In addition, White Wave is sponsoring and/or has a vendor presence at a handful of events including the Boulder Creek Festival, Groupon Bite of Seattle and Rock ‘n’ Roll Marathon Series events. The company is sponsoring some of the events on behalf of multiple products. For example, White Wave sponsored the May 27-29 Boulder Creek Festival on behalf of its corporate brand, under which it promoted Silk, So Delicious, Vega and other non-dairy and dairy brands.

The Bite of Seattle also works with Daiya Foods, a company that was recently ranked the fastest-growing plant-based food company in America by SPINS, a provider of retail consumer insights for the natural and specialty products industries.

“Events are a great place to market (non-dairy products) because people can try the products, and, as we know, it needs to taste good or better than the consumer’s other choices,” said Brett Gorrell, partner with Festivals Inc., owner of the Groupon Bite of Seattle, Taste of Tacoma and other events.

In addition, Blue Diamond gains sales rights for Almond Breeze milk as part of its 2016 jersey patch sponsorship with the Sacramento Kings.