LICA’s sponsorships supports events and activities that can be positively associated with our brands, ranging from global to local. Sponsorships such as sports- and music events connect our brand and our values with the sponsored events and their fans and visitors. Not only do sponsorships fit well with our values, it is also an effective way of communicating with consumers. Our brand becomes directly visible for more people, which helps to build brand awareness and credibility. But ultimately, sponsorships are about growing our business and driving the long-term sales of our cocktail brands.