Beer

Spanish LaLiga football club Real Madrid has renewed its long-running partnership with beer brand Mahou Cinco Estrellas.

Mexican beer brand Modelo Especial has entered into a multi-year partnership with Major League Baseball’s Chicago White Sox.

Dutch brewery Amstel has agreed a deal to sponsor the Copa Libertadores, Latin America’s premier club football knockout competition.

Nigerian beer brand Star has entered into a partnership with Spanish LaLiga football club Barcelona.

Dutch brewing company Heineken has strengthened its long-running partnership with World Rugby after agreeing a deal to sponsor the 2019 World Cup, which will be staged in Japan.

Drinks company Constellation Brands has entered into a partnership with the Confederation of North, Central America and Caribbean Association Football (Concacaf), through which its Modelo beer brand will sponsor a host of the body’s properties.

LaLiga, which operates the top two divisions of Spanish football, has renewed its partnership with beer brand Mahou Cinco Estrellas.

Premium beer group Heineken has extended its partnership with Uefa’s elite club competitions, through its Heineken and Amstel brands, in what is understood to be a record sponsorship fee for European football’s governing body.

Papua New Guinea-based beer producer SP Brewery has agreed a deal to sponsor the 2017 Rugby League World Cup, which its home country will host alongside Australia and New Zealand.

Schwenninger Wild Wings, which competes in the Deutsche Eishockey Liga, the top division of ice hockey in Germany, has renewed its partnership with the Fürstenberg brewery.

AFL Aussie rules football team the Brisbane Lions has entered into a partnership with local beer brand XXXX.

Major League Baseball franchise the Kansas City Royals has extended partnerships with US-based brewery MillerCoors and the Boulevard Brewing Company.

Dutch brewing company Heineken has agreed a deal to partner the International Association of Athletics Federations’ (IAAF) World Championships and the World Para Athletics Championships, which will take place in London this summer.

Dutch brewing company Heineken has extended its sponsorship of the Uefa Champions League and Europa League European club football competitions.

German Bundesliga football clubs TSG Hoffenheim and SC Freiburg have signed extended deals with commercial partners.

Chinese brewery Tsingtao has signed a four-year extension to its partnership with the Asian Football Confederation.