With few exceptions, no other category is more ubiquitous across the sports and entertainment landscape than bottled water.

The bottled water category allocates 37 percent of total sponsorship spending on pro sports and 28 percent on amateur sports, according to IEG research. The remainder is spent on festivals (15 percent), causes (12 percent) and entertainment (8 percent).

PepsiCo, Inc.’s Aquafina is the most active sponsor in the bottled water category with nine percent of properties reporting the brand as a sponsor.

PepsiCo promotes Aquafina as part of its sponsorship strategy that focuses on activating partnerships across multiple brands. For example, PepsiCo this year added Aquafina to its NFL partnership.

Below, three trends in the bottled water category:

Increased consumption. Sales of bottled water has increased each year since 2010 following a 2.8 percent decline in 2008 and 5.4 percent decline in 2009, according to Mintel, a London-based market research firm.

Twenty-nine percent of consumers surveyed by Mintel reported they are drinking more water than they were in the previous six months.

Sparkling water outpaces still water. Sales in the sparkling/mineral water category grew 16.3 percent in 2011 and 34 percent in 2012. Growth in the category is expected to continue through 2017 as more consumers look for better-for-you alternatives, according to Mintel.

Growing popularity among Hispanics. Hispanics are more likely than any other racial or ethnic group to consume water to help control calorie intake. Hispanic teens show a preference for bottled water compared to teens of other racial and ethnic groups.

Where Bottled Water Brands Spend Money
Where Bottled Water Brands Spend Money

The Most Active Bottled Water Brands

The Most Active Bottled Water Brands
Figures represent the percentage of properties with a sponsor in the bottled water category reporting sponsorship from each brand.