Agricultural Produce
Arizona Cardinals hatch new partner
Commercial egg producer Hickman’s Family Farms has entered into a partnership with NFL American football franchise the Arizona Cardinals.
New format attracts first EuroCup basketball title deal
A rejig of Euroleague Basketball’s EuroCup format and higher broadcast production values helped the competition secure its first title sponsor, food brand 7Days, on a three-year contract.
Indian Olympic Association milks new partner ahead of Rio 2016
Dairy products manufacturer Amul has agreed a sponsorship deal with the Indian Olympic Association ahead of the summer Olympic Games in Rio de Janeiro, Brazil.
Surfing Australia teams up with Nudie
Food and drinks producer Nudie has entered into a three-year partnership with the Surfing Australia governing body.
Cargill links up with Supergiants IPL franchise
The Rising Pune Supergiants Indian Premier League Twenty20 cricket franchise has unveiled a sponsorship deal with agricultural food producer Cargill Foods India.
Sailing’s Transat race secures title sponsor
French bakery goods brand Bakerly has been named the new title sponsor of the Transat sailing event.
NBA extends with dairy giant in Asian markets
North American basketball league the NBA has agreed a multi-year extension of its Asian-focused partnership with dairy food and drink producer Royal FrieslandCampina.
Bayern makes first foray into Thai market with Wangkanai
German Bundesliga football club Bayern Munich has entered into a partnership with Thai sugar producer Wangkanai.
Pinty’s upgrades backing of Nascar’s Canadian series
North American stock-car racing series Nascar has named poultry food products manufacturer Pinty’s as the new title sponsor of its Canadian division.
Blue Diamond signs up for USA Swimming’s new digital media initiative
USA Swimming, the governing body of the sport in the country, has agreed a partnership with almond processing company Blue Diamond.
La Gruyère renews as title sponsor of European Curling Championships
Swiss cheese producer Le Gruyère AOP has extended its title sponsorship deal for the European Curling Championships.
Werder Bremen renews partnership with poultry brand
German Bundesliga football club Werder Bremen has extended a partnership with poultry brand Wiesenhof.
Barilla Group to support Italy’s basketball teams
Italian food producer Barilla Group has sealed a main sponsorship deal to support Italy's national basketball teams.
PFF secures major backers for Pakistan Premier League
The Pakistan Football Federation has agreed sponsorship deals with sportswear manufacturer Ballon Sports and food and beverage company Shezan for its Pakistan Premier League club competition.
Del Monte signs up to GCC Club Cup Championship
Fresh food production and distribution company Del Monte has agreed a deal to become the title sponsor of the 2015 Gulf Cooperation Council’s (GCC) Club Cup Championship club football tournament.
Fluminense reels in Frescatto Company deal
Campeonato Brasileiro Serie A football club Fluminense has secured a one-year sponsorship deal with food group Frescatto Company.
Sodebo to embark on new voyage with Vendee Globe
French deli products food company Sodebo has reached an agreement to sponsor the 2016-17 edition of the Vendee Globe single-handed round-the-world yacht race.
LFP targets further growth after yoghurt partnership
The Liga de Fútbol Profesional (LFP), the Spanish football league, has reached an agreement with yoghurt brand Yogures Pascual.