Tom Holland’s BERO Partners with Miami Heat
- Tom Holland’s non-alcoholic beer brand BERO has signed a three-year partnership with NBA franchise Miami Heat, securing a presence at the 19,600-capacity Kaseya Center as the company targets...
- Founded by British actor Tom Holland and John Herman, BERO reported sales growth of 478% in South Florida over the past year.
- The agreement extends BERO's visibility beyond basketball fixtures into selected concerts and entertainment events hosted at the Kaseya Center.
Tom Holland’s non-alcoholic beer brand BERO has signed a three-year partnership with NBA franchise Miami Heat, securing a presence at the 19,600-capacity Kaseya Center as the company targets further growth in Florida, sportindustry.co.uk reported. The agreement makes BERO the team’s Non-Alcoholic Beer Partner, introducing products to selected concession bars and VIP lounges throughout the venue.
Miami Partnership Expands Florida Reach
Founded by British actor Tom Holland and John Herman, BERO reported sales growth of 478% in South Florida over the past year. The brand has identified the region as a core market for its commercial expansion. Alongside beverage availability, the three-year deal covers in-arena activations, product sampling, branded touchpoints, and digital content across the arena’s schedule.
BERO signs a three-year deal with the Miami HEAT, making Tom Holland’s non-alcoholic beer brand available at Kaseya Center concessions and VIP lounges. 🏀🍺 https://t.co/QjsJ1UJJhD
The agreement extends BERO’s visibility beyond basketball fixtures into selected concerts and entertainment events hosted at the Kaseya Center. 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,
BERO CEO and Co-founder John Herman said in a statement.
As the popularity of non-alcoholic beer skyrockets in our region, it was obvious we needed to bring this option to our fans. 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.
Glen Oskin, Vice President of Corporate Partnerships at Miami Heat
Broader Industry Trends and Category Growth
The partnership arrives amid broader growth across the non-alcoholic beverage sector in the United States. Category volumes increased by 15% in 2025. YouGov research indicates that basketball is followed by 27% of non-alcoholic beer consumers, underlining the audience overlap for the new arena agreement.
For the Miami Heat, the arrangement introduces a dedicated non-alcoholic beer partner as consumer demand develops across hospitality and entertainment sectors. The deal builds on BERO’s established retail distribution footprint across South Florida, integrating major sports and live entertainment venues into its regional strategy.