Three-year deal brings BERO to Kaseya Center, bolstering the brand’s natural, growing presence within sports and entertainment
MIAMI, Oct. 22, 2026 /PRNewswire/ — BERO, the premium non-alcoholic beer brand founded by Tom Holland, is finding an exciting new home in South Florida through a three-year partnership with the Miami HEAT. BERO joins the legendary franchise as its proud non-alcoholic beer partner, complementing rapid growth the brand has seen across the Florida market 405% since September 2025, with 478% sales growth in the region over the past year.
The venture makes Miami’s leading sports and entertainment hub the latest destination for BERO’s premium lineup, available at select concessions bars and new VIP lounges. BERO’s accessibility for fans this season comes as non-alcoholic beer continues to gain ground nationally, with U.S. category volume growing 15% in 2025. The momentum is particularly relevant courtside, with YouGov research finding basketball among the most-followed sports for non-alcoholic beer drinkers, engaging 27% of the category’s consumers.
Throughout the next three years, BERO will be integrated across the HEAT fan experience through in-arena activations, sampling, branded touchpoints and digital content, with an additional presence at select concerts and events at 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,” said John Herman, CEO and Co-founder of BERO. “We’re growing quickly, but we’re also being thoughtful about what comes next and the partners we grow with. The HEAT is a great example of that, and a big step forward for BERO as we continue to build the brand.”
“As the popularity of non-alcoholic beer skyrockets in our region, it was obvious we needed to bring this option to our fans,” said Glen Oskin, Vice President of Corporate Partnerships for the Miami HEAT. “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.”
With cross-market availability at major local retailers, the Miami HEAT game-day experience builds on BERO’s presence while advancing the brand’s broader growth strategy, creating new opportunities for trial, visibility and discovery in the places people already gather and enjoy beer.
For more information about BERO and the Miami HEAT partnership, follow @berobrewing or visit berobrewing.com.
About BERO
Born in London, crafted in America, and enjoyed worldwide, BERO is the most premium non-alcoholic beer on the market and is co-created by Tom Holland and John Herman for those who never settle. With supreme ingredients and remarkable taste, our beer makes sure nothing gets in the way of savoring every moment. Because you’re already chasing a life enriched – we’re simply here to make it exceptional. Learn more at www.berobrewing.com.
About the HEAT GROUP
The HEAT Group is comprised of the National Basketball Association’s Miami HEAT and the 19,600-seat Kaseya Center. The HEAT is a three-time NBA Champion having won titles in 2006, 2012 and 2013 and is a celebrated leader in every discipline of the business of basketball. Kaseya Center, home of the HEAT, is a LEED Gold Recertified, award-winning, state-of-the-art facility, which hosts more than 150 events per year. Named as Billboard’s 2026 Top East Coast Arena, Kaseya Center is built with state-of-the-art sound and lighting and HD and electronic media signage inside and out. The impressive 19,600-seat venue is currently ranked the #1 arena in Florida for the 11th consecutive year—and the 14th time during the past 15 years—according to Billboard’s 2025 year-end rankings. The Arena is located on the waterfront in the thriving arts and entertainment district in downtown Miami. For more information, please visit HEAT.com and Kaseyacenter.com.
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