Beer

Formula One motor-racing team Toro Rosso has signed a new sponsorship agreement with Spanish brewery Estrella Galicia.

Drinks producer Diageo is one of a number of companies said to be interested in acquiring the title sponsorship rights to the English Premier League top-tier club football competition, according to UK broadcaster Sky News.

Asahi Breweries has signed up as a gold partner of the Tokyo 2020 summer Olympic Games.

The German Ski Association (DSV) has reached a deal to make beer brand Kaltenberg an official partner of the German national ski team.

German brewery Licher has sealed a three-year extension to remain as the main sponsor of Handball Bundesliga team HSG Wetzlar.

German brewery Krombacher has secured an early four-year extension to its commercial partnership with Bundesliga football team VfB Stuttgart.

The Molson Coors brewery has struck sponsorship deals with English Premier League football rivals Newcastle United and Sunderland.

Danish Superliga football team FC Copenhagen has sealed a five-year extension to ensure its long-standing main sponsorship agreement with beer manufacturer Carlsberg runs through until 2021.

English Premier League football club Arsenal has entered into a partnership with the UK division of Danish brewing company Carlsberg.

Spanish Liga football club Barcelona has extended its partnerships with South African firm Castle Brewery and Catalonia-based cava producer Freixenet.

Formula One has come under fire from the European Alcohol Policy Alliance (Eurocare) over the level of alcohol advertising in the motor-racing championship.

Dutch brewing company Heineken has expanded its involvement in Major League Soccer by announcing individual team partnerships with seven franchises from the North American football competition.

German brewery C & A Veltins is using sponsorship to increase brand visibility and create a positive brand image in an “intensely advertised” beer industry.

Beer brewer AB InBev chose to focus elsewhere after the asking price for its Major League Soccer (MLS) deal increased in renewal talks.

Premium lager brand Heineken took a “leap of faith” in deciding to sponsor European club rugby’s revamped, elite tournaments because it had doubts about the organiser’s commercial concept, Hans Erik Tuijt, global activation director of Heineken International, told Sports Sponsorship Insider this month.

Peruvian Primera Division football club Universitario has agreed a two-year shirt sponsorship deal with the Backus & Johnston brewery to promote its Cristal beer brand.

Australian A-League football team Brisbane Roar has announced a three-year sponsorship deal with beer brand Hahn SuperDry.

German brewery C & A Veltins has unveiled a significant increase in its winter sports sponsorship programme for the 2014-15 season.