Beer
SFA toasts new partnership with Tennent’s
Scottish lager brand Tennent’s has entered into a partnership with the Scottish Football Association national governing body.
Heineken returns Amstel to European football with Europa League deal
Dutch brewing company Heineken has reached an agreement for its Amstel brand to become an official partner of European club football competition the Uefa Europa League.
KHL seals commercial partnerships
The Kontinental Hockey League has unveiled a series of commercial partners ahead of the start of the European ice hockey tournament today (Monday).
Tecate adds to football portfolio with PSG partnership
Mexican beer brand Tecate has confirmed a partnership with French Ligue 1 champion Paris Saint-Germain.
Inter Milan adds Jiuxian to commercial basket
Chinese online alcoholic beverage retailer Jiuxian has secured a regional partnership with Italian Serie A football team Inter Milan.
NFL’s Vikings toast extension with MillerCoors
US-based brewery MillerCoors has opted to extend its sponsorship deal with NFL American football franchise the Minnesota Vikings.
Gosling’s links up with America’s Cup
Gosling’s has been unveiled as the official rum and ginger beer of the 2017 America’s Cup sailing event.
Bayern Munich toasts Paulaner extension
Brewery Paulaner has signed a long-term extension to its premium sponsorship of German Bundesliga champion Bayern Munich.
San Miguel to sponsor LFP’s World Challenge
Spanish brewing company Mahou-San Miguel is to become an official sponsor of the Spanish Football League’s (LFP) World Challenge club friendly competition.
Revenue rise for International Champions Cup
Sponsorship revenue for the International Champions Cup pre-season friendly football tournament is on the rise as a consequence of the expansion of the tournament.
Euroleague boosts sponsorship income with renewals
Euroleague Basketball has announced that its sponsorship income will increase by an additional 15 per cent in the 2015-16 season after three sponsors opted to extend deals with European club competition.
Paradise Beverages toasts Fiji International extension
Fijian brewery Paradise Beverages has renewed its sponsorship of the PGA Fiji International golf tournament.
Miller Lite links up with MLB in Canada
Miller Lite has sealed a multi-year partnership with Major League Baseball to become the competition’s official beer partner in Canada.
German DEL clubs renew main partnerships
Kölner Haie and Schwenninger Wild Wings, which both compete in the Deutsche Eishockey Liga, the top division of ice hockey in Germany, have unveiled extensions with long-term main partners.
MillerCoors expands Atlanta Braves partnership
US-based brewery MillerCoors has opted to expand its existing partnership with Major League Baseball franchise the Atlanta Braves.
Bitburger tops up Borussia Mönchengladbach partnership
German Bundesliga football club Borussia Mönchengladbach has agreed a long-term extension to its sponsorship deal with the Bitburger brewery.
Miller time for NBA Canada
Brewing company SABMiller has reached a multiyear agreement with the National Basketball Association to make its Miller Genuine Draft (MGD) brand the official beer of NBA Canada.
Spanish Liga generates significant number from Asia sales
Liga International Marketing, a joint venture between Spain’s LaLiga and media agency Mediapro, is understood to have generated significant revenue from Spanish Liga sponsorship deals in Asia and the Middle East in its first season.