Beer
Toro Rosso toasts new sponsorship deal
Formula One motor-racing team Toro Rosso has signed a new sponsorship agreement with Spanish brewery Estrella Galicia.
Diageo amongst bidders for Premier League title sponsorship – report
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 joins Tokyo 2020 marketing portfolio
Asahi Breweries has signed up as a gold partner of the Tokyo 2020 summer Olympic Games.
German Ski Association toasts new partner
The German Ski Association (DSV) has reached a deal to make beer brand Kaltenberg an official partner of the German national ski team.
Licher toasts Wetzlar renewal
German brewery Licher has sealed a three-year extension to remain as the main sponsor of Handball Bundesliga team HSG Wetzlar.
Krombacher locks in Stuttgart partnership
German brewery Krombacher has secured an early four-year extension to its commercial partnership with Bundesliga football team VfB Stuttgart.
Molson Coors unveils Newcastle, Sunderland deals
The Molson Coors brewery has struck sponsorship deals with English Premier League football rivals Newcastle United and Sunderland.
FC Copenhagen toasts long-term Carlsberg renewal
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.
Arsenal toasts Carlsberg partnership
English Premier League football club Arsenal has entered into a partnership with the UK division of Danish brewing company Carlsberg.
Barcelona toasts extended deals with Castle Brewery and Freixenet
Spanish Liga football club Barcelona has extended its partnerships with South African firm Castle Brewery and Catalonia-based cava producer Freixenet.
F1 faces pressure over alcohol sponsorship
Formula One has come under fire from the European Alcohol Policy Alliance (Eurocare) over the level of alcohol advertising in the motor-racing championship.
Heineken nets seven team partners in MLS drive
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.
Veltins: Seeking brand visibility in a competitive industry
German brewery C & A Veltins is using sponsorship to increase brand visibility and create a positive brand image in an “intensely advertised” beer industry.
AB InBev’s exit from MLS lets in Heineken USA
Beer brewer AB InBev chose to focus elsewhere after the asking price for its Major League Soccer (MLS) deal increased in renewal talks.
Heineken takes a chance on revamped European rugby rights
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.
Peru’s Universitario toasts new shirt sponsor
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.
Brisbane Roar sets A-League first with Hahn SuperDry
Australian A-League football team Brisbane Roar has announced a three-year sponsorship deal with beer brand Hahn SuperDry.
Veltins steps up winter sports commitment
German brewery C & A Veltins has unveiled a significant increase in its winter sports sponsorship programme for the 2014-15 season.