Beer
Corona sets first with Longhorns sponsorship deal
Mexican lager brand Corona Extra has agreed a long-term sponsorship deal with the University of Texas in the US.
Scottish Rugby extends with Crabbie’s
Alcoholic ginger beer brand Crabbie’s has extended its sponsorship deal with Scottish Rugby, the country’s governing body of rugby union.
Schalke strikes Umbro deal, Veltins extends stadium naming rights
German Bundesliga football club Schalke 04 has extended a naming-rights agreement for its stadium with the Veltins brewery and replaced long-serving kit partner Adidas with rival sportswear manufacturer Umbro.
Gambrinus pulls backing of Czech FA over corruption claims
Czech Republic brewery Gambrinus has dropped its sponsorship of the country’s national football team and First League top-tier domestic club competition due to concerns over allegations of corruption.
Borussia Dortmund signs beer partner for Chinese market
German Bundesliga football club Borussia Dortmund has entered into a partnership with beer brand Würenbacher.
Beer partner signs up for Rugby League World Cup
Food and beverages company Lion has agreed a sponsorship deal with organisers of this year’s Rugby League World Cup, through which its XXXX Gold brand will serve as the official beer of the national team tournament.
Manchester City signs up US beer partner
English Premier League football club Manchester City has entered into a partnership with St Killian Importing, the exclusive US importer of Danish brewing company Carlsberg.
ICC adds more drinks partners for Champions Trophy
Golden Ale from Guinness, Pimm’s and Aspall have been named as the official ale, spirits and cider partners, respectively, of the International Cricket Council’s upcoming Champions Trophy one-day international event, which will take place in England and Wales.
Beer partner signs on for Champions Trophy
Indian beer brand Kingfisher has reached an agreement with the International Cricket Council to serve as the official lager partner of this year’s Champions Trophy event.
Everton shirt sponsor downgrades partnership
Thai beer brand Chang has opted to downgrade its commercial partnership with English Premier League football club Everton.
MLB’s White Sox signs up beer partner
Major League Baseball franchise the Chicago White Sox has agreed a partnership with local brewery Revolution Brewing.
Shell and Tsingtao Beer deals point to CSL uplift
Two deals agreed in the last month by the Chinese Super League suggest the league is on course for a big increase – possibly 100 per cent – in sponsorship revenues in the next cycle.
Warwickshire partners with Molson Coors
English County Championship cricket club Warwickshire has agreed a sponsorship deal with brewing company Molson Coors.
Anheuser-Busch extends with PGA Tour
Golf’s PGA Tour has extended its partnership with US brewing company Anheuser-Busch.
Somerset extends with title sponsor, Lancashire expands with partner
English County Championship cricket club Somerset has extended a title sponsorship agreement with St Austell Brewery, while rival team Lancashire has enhanced its partnership with online electricals retailer AO.com.
British & Irish Lions sign beer partner
The British & Irish Lions rugby union team has agreed a sponsorship deal with beer brand Doom Bar for its upcoming tour of New Zealand.
Michelob Ultra teams up with World Surf League
Beer brand Michelob Ultra has agreed a deal to sponsor the World Surf League.
MLB’s Phillies sign beer partner
Major League Baseball franchise the Philadelphia Phillies has entered into a partnership with the Yuengling & Son brewery.