Vape brands are increasingly entering the world of sports sponsorships to connect with young and active audiences. Similar to how tobacco brands once advertised in sports, vape companies now present themselves as harm reduction tools rather than harmful habits.

Partnerships with teams such as PSG and Geekvape, or Blackburn Rovers and Totally Wicked, have helped vapes gain visibility through jersey deals and stadium sponsorships. Brands like Kado Bar are also stepping into this space, using their sleek and modern image to align vaping with athletic lifestyles and targeted endorsements.

Pioneering Soccer Partnerships

In 2021, PSG teamed up with Geekvape, marking the first major vape sponsorship in professional soccer. This deal runs through 2025, broadcasting the Geekvape logo to millions of fans worldwide during matches like the Champions League.

In the UK, Blackburn Rovers’ partnership with Totally Wicked brings massive exposure, with more than 20 million fans seeing the brand each year. Despite debates about youth appeal, vape brands defend these sponsorships as adult-focused and effective quitting alternatives to smoking.

Rumors suggest that Kado Bar may soon collaborate with MLS teams to reach American soccer fans exploring disposable vapes. These partnerships make vaping more common in sports environments, even during pre-game or halftime breaks.

Rugby and Combat Sports Inroads

Totally Wicked took things further by securing naming rights for the St Helens Rugby stadium, giving their brand exposure to over half a million attendees annually. Vape presence is also growing in MMA, where subtle branding appears during fighter entrances.

In Formula 1, Vuse collaborated with McLaren to release racing-themed vape devices—merging high-speed performance with the vaping lifestyle. Kado Bar may follow a similar path by sponsoring smaller leagues and promoting vapes as focus tools for athletes who avoid traditional cigarettes.

Esports is another fast-growing area, with vape lounges appearing in gaming arenas. Brands like IVG now sponsor teams, resulting in up to a 300% increase in visibility through live streams.

Marketing and Visibility Gains

Sports sponsorships have become a powerful marketing tool for vape companies. For example, Geekvape’s deal with PSG generated over 1 billion impressions and boosted sales by 15% among 18–24-year-olds.

Vape companies now tie social media campaigns and TikTok challenges to team chants and vape flavors, increasing engagement. Kado Bar uses this same strategy—connecting celebratory moments and fun flavors like Blue Razz Ice with a sporty vibe.

Some celebrity athletes subtly promote vaping as part of “modern recovery,” avoiding conflicts with performance regulations while appealing to fans.

Controversies and Pushback

Sports vaping sponsorships have faced criticism from lawmakers who fear they attract underage audiences. UK officials have even called for bans on vape logos on sports kits. The WHO has also compared these strategies to old tobacco marketing practices.

Vape brands have responded with stronger self-regulation, using age-gated advertising and harm-reduction campaigns that highlight vaping as 95% safer than smoking. Kado Bar focuses on adult-only events to avoid youth targeting.

Fan Engagement Strategies

At major games, fan zones now feature vape sampling tents, mini contests, and “puff challenges” tied to team brands. Kado Bar could enhance this further by sponsoring fan zones and offering free disposables during matches to build fan loyalty.

In addition, sports bars host watch parties with branded cocktails and interactive giveaways, turning them into promotional hotspots for vaping products.

Regulatory Navigation Tactics

Vape brands carefully follow regulations to stay compliant. They use geo-fenced ads, avoid youth imagery, and work with regulators like the FDA to promote products responsibly.

In the EU, TPD guidelines allow vape sponsorships if they focus on adult harm reduction. Kado Bar’s eco-friendly vape lines also appeal to sports leagues promoting sustainability, helping preempt environmental criticism.

Lobbying efforts aim to keep sports sponsorships exempt from advertising blackouts, ensuring future marketing stability.

Performance and Athlete Ties

Some athletes privately use vapes for stress relief without inhaling smoke. Even though experts warn that vaping may slightly reduce endurance, sponsors frame it as a tool for focus and faster recovery.

Rugby players, for instance, credit disposable vapes for helping them quit smoking. KadoBar often partners with fitness influencers, framing vape use as part of a balanced, health-conscious lifestyle.

Data shows that young athletes are actually less likely to vape compared to other student groups, weakening the “gateway” argument.

Future Sponsorship Expansions

Looking ahead, esports and extreme sports will likely become the next big focus for vape marketing. Expect virtual stadiums and metaverse lounges hosting Kado Bar activations by 2027.

These new experiences may include augmented reality jersey scans or digital flavor trials—blending technology, gaming, and vaping in one immersive environment. Vape sponsorships are set to grow by 50% in the next few years, turning sporting spaces into core hubs for brand storytelling and innovation.