Beer
Chinese FA drinks to extension with beer partner
The Chinese Football Association has signed a four-year extension to its partnership with the Yanjing Beer brand.
Carlsberg renews long-running Liverpool relationship
English Premier League football club Liverpool has extended a sponsorship deal with the Carlsberg brewery.
ECB drinks to Foster’s partnership
Australian lager brand Foster’s has agreed a two-year sponsorship deal with the England and Wales Cricket Board.
Durham drinks to new beer partnership
Australian lager brand Foster’s has secured a partnership with English county cricket club Durham.
Toro Rosso drinks to extended beer deal
Spanish brewery Estrella Galicia has extended its partnership with Formula One motor-racing team Toro Rosso.
Scottish Rugby refreshes sponsor roster with Crabbie’s deal
UK alcoholic ginger beer brand Crabbie’s has entered into a partnership with Scottish Rugby, the governing body of rugby union in the country.
Tecate enters the ring with Golden Boy, Alvarez
Mexican beer brand Tecate has agreed a multi-year sponsorship deal with boxing promotional company Golden Boy Promotions, along with an endorsement contract with national hero Canelo Alvarez.
AZ Alkmaar drinks to Amstel extension
Dutch Eredivisie football team AZ Alkmaar has agreed a five-year extension to its partnership with brewery Amstel.
Cavaliers drink to Budweiser extension
US beer brand Budweiser has renewed its partnership with NBA basketball franchise the Cleveland Cavaliers.
Newcastle Falcons toast new shirt sponsor
UK brewer Greene King has agreed shirt sponsorship deals with English Premiership rugby union team Newcastle Falcons and Newcastle Thunder, which competes in the third tier of English rugby league.
Beijing Enterprises tips off Fiba rights fee surge
Fiba, world basketball's governing body, expects its Global Partner programme for the next cycle to bring in increased revenue, following its deal with the Chinese state-owned conglomerate Beijing Enterprises.
ECB gulps down Greene King partnership
The England and Wales Cricket Board has unveiled Greene King IPA as the official beer of England cricket.
Budweiser drinks to NFL China partnership
US beer brand Budweiser has entered into a strategic partnership with the Chinese division of American football league the NFL.
Beijing Enterprises Group becomes Fiba’s first partner for new competition cycle
The International Basketball Federation (Fiba) has signed Chinese conglomerate Beijing Enterprises Group as its first international partner under the governing body’s new competition system.
Tennent’s enhances IFA link with Irish Cup sponsorship
Scottish beer brand Tennent’s has expanded its existing partnership with the Irish Football Association, the sport’s governing body in Northern Ireland, by agreeing a deal to become the new title sponsor of the Irish Cup club knockout competition.
Boat Race Company picks up Adnams partnership
The Boat Race Company has sealed a new partnership with UK brewer Adnams Southwold.
College Football Playoff signs up beer sponsor
Dos Equis, a beer brand produced by Mexican brewery Cervecería Cuauhtémoc Moctezuma, has struck a deal to become a sponsor of the College Football Playoff (CFP) US collegiate American football system.
USA Basketball added to Anheuser-Busch’s extended NBA deal
The Anheuser-Busch brewery has extended and expanded its long-term partnership with the North American National Basketball Association (NBA) to include the USA Basketball governing body for the first time.