Beer
Eintracht Frankfurt toasts Krombacher extension
German Bundesliga football club Eintracht Frankfurt has agreed a long-term extension to its partnership with the Krombacher brewery.
Efes: Final Four focus of the Euroleague deal
Turkish beer brand Efes aims to strengthen its brand image as a premium beer brand through its Euroleague sponsorship.
Interview with Richard Whitty, senior marketing manager for football at Carlsberg
Danish beer brand Carlsberg has been the Official Beer of the European Championships since 1988. Below, Richard Whitty, senior marketing manager for football at Carlsberg, explains its brand positioning as 'the beer of football' and the activation challenges for this year's tournament.
CUB restructures major partnership with Australian Football League
Carlton & United Breweries has renegotiated its long-running partnership with the Australian Football League Aussie rules competition.
Heineken toasts F1 partnership
The Heineken brewery has signed up as a global partner of the Formula One motor-racing world championship.
Heineken becomes ICC presenting sponsor in US, Europe
The Heineken brewery has been unveiled as the presenting sponsor and official beer of the US and European legs of the International Champions Cup pre-season club football tournament.
RB Leipzig brews extension with long-term partner ahead of Bundesliga debut
Newly-promoted German Bundesliga football team RB Leipzig has signed a two-year extension to its partnership with the Krostitzer brewery.
AB InBev takes plunge into esports with Bud Light
Anheuser-Busch InBev has made its first foray into esports with a combined live event and gamer-related sponsorship built around its Bud Light brand.
NBA sets out restrictions for jersey sponsorship
The NBA will impose restrictions on the types of jersey sponsorships that will be allowed in the North American basketball league, according to US sports broadcaster ESPN.
Carling returns to Premier League as beer partner
Beer brand Carling has been unveiled as an official partner of football’s English Premier League.
AB InBev: Focus on exclusivity, player access and experiential assets
Warwickshire brew extension with beer partner
The Marston’s brewery has signed a seven-year extension to its partnership with English county cricket club Warwickshire.
Castle Lager maintains commitment to South African rugby through SAB extension
The South Africa Rugby Union, the sport’s national governing body, has agreed a five-year extension to its long-running partnership with South African Breweries.
Veltins upgrades Wolfsburg partnership
German brewery Veltins has extended its partnership with the country’s Bundesliga football club VfL Wolfsburg.
Foster’s goes back to the future with English cricket
Beer brand Foster's has decided that English cricket will be the focal point of its revived sports strategy, 11 years on from its last cricket deal in the country.
Werder Bremen brews extension with beer partner
US brewing giant Anheuser-Busch InBev has renewed its partnership with German Bundesliga football club Werder Bremen.
IndyCar brews MillerCoors partnership
US-based brewery MillerCoors has signed a multi-year partnership with North American motor-racing series IndyCar.
Anheuser-Busch, Delta sign up for Copa America Centenario
US brewing giant Anheuser-Busch and Delta Air Lines have signed up as official partners of this summer’s Copa America Centenario national team football tournament, which will be staged in the United States.