Beer

The Bud Light beer brand has agreed a deal to become the first major sponsor of the US-based Drone Racing League.

UK alcoholic ginger beer brand Crabbie’s has signed a first-of-its-kind, five-way sponsorship agreement that incorporates the Welsh Rugby Union and Welsh Pro12 teams Ospreys, Scarlets, Cardiff Blues and Newport Gwent Dragons.

Cricket South Africa has signed a new five-year deal with South African Breweries.

English Premiership rugby union team Bath has renewed partnerships with vacuum cleaner and hand dryer manufacturer Dyson and local brewery Bath Ales.

Danish brewery Carlsberg has extended its partnership with the Danish Football Association (DBU).

Nigerian beer brand Star has entered into a multi-year partnership with English Premier League football club Manchester City.

Irish beer brand Guinness will continue to serve as the title sponsor of the Pro12 European club rugby union tournament for a further four years after agreeing an extension with the Pro12 Rugby organising body.

Australian brewery Coopers has entered into a multi-year partnership with tennis grand slam the Australian Open.

NFL American football franchise the Los Angeles Rams has agreed its first major sponsorship deal since moving from St. Louis to California by partnering with Mexican beer brand Corona Extra.

Dutch brewing company Heineken has entered into a partnership with English Premier League football club West Ham United.

US brewing giant Anheuser-Busch has agreed a sponsorship deal with French Ligue 1 football champion Paris Saint-Germain.

Italian Serie A football club Cagliari has named Sardinian beer brand Ichnusa as its new shirt sponsor in a three-year deal.

Austrian beer brand Puntigamer has extended its long-term sponsorship deal with Sturm Graz, which plays in the country’s Bundesliga top-tier club football competition.

German carmaker Mercedes-Benz aims to strengthen its reputation as a supporter of golf through its sponsorship of The Open Championship.

Danish brewing company Carlsberg has renewed its partnership with Italian Serie A football club Juventus.

At the invitation of Danish beer brand Carlsberg the Official Beer of Euro 2016 and its PR agency Fuse Sport + Entertainment, Sports Sponsorship Insider experienced the brand’s activation strategy first hand in the lead-up to the quarter-final game between France and Iceland at the Stade de France.