Beer
Stella beer deal with Wimbledon not offered to market
The All England Lawn Tennis Club (AELTC), the organising body for the Wimbledon tennis championships, did not approach the market before signing beer brand Stella Artois as a top-level sponsor in a deal signed this month.
Stella Artois serves up Wimbledon deal
Belgian beer brand Stella Artois has agreed a five-year deal to become the official beer of the Wimbledon tennis championships through to 2018.
Carlsberg furthers backing of Malawian football
Beer brand Carlsberg has agreed a three-year sponsorship deal with the Football Association of Malawi to back the southeast African country’s national team.
TBB Trier extends with Bitburger
German Bundesliga basketball team TBB Trier has agreed a three-year extension to its long-term partnership with beer brand Bitburger.
Schalke 04 renews Veltins stadium partnership
German Bundesliga football club Schalke 04 has sealed a four-year extension to its stadium naming rights deal with the C&A Veltins Brewery through 2019.
Deuchars IPA touches down with Scotland Rugby League
Caledonian brewery Deuchars IPA has sealed a four-year sponsorship deal with the Scotland Rugby League governing body.
Singha becomes MotoGP’s first beer partner
The MotoGP motorcycling championship has signed a multi-year deal with Singha making the Thai brand its first-ever official beer partner.
Glasgow 2014 toasts Heineken partnership
Dutch brewing company Heineken has reached a deal with the Glasgow 2014 organising committee to become the official beer and cider of this year’s Commonwealth Games.
MillerCoors toasts Sporting KC deal
US Major League Soccer team Sporting Kansas City has announced a deal with brewery MillerCoors to make its Coors Light brand its official domestic beer partner.
Pacifico toasts ASP partnership
The Association of Surfing Professionals (ASP) has announced Mexican brand Pacifico as the official beer sponsor for its elite tour events in the US.
Guinness pours Premiership Rugby extension
Diageo-owned beer brand Guinness has signed a one-year extension to its commercial partnership with the English Premiership club rugby union competition.
Guinness drinks to Grand National partnership
Alcoholic drinks company Diageo has reached a deal for its Guinness brand to become an official partner of Aintree Racecourse for the 2014 Grand National horse racing showpiece.
MLB’s Pirates toast brewery partnership
Major League Baseball team Pittsburgh Pirates has announced a multi-year partnership with beer producer the Pittsburgh Brewing Company.
Freiburg extends with beer partner
German Bundesliga top-division football club Freiberg has extended its partnership with regional brewery Rothaus.
Long-time partner Steinlager extends with All Blacks
Beverage and food company Lion has extended a deal with the New Zealand Rugby governing body for its Steinlager beer brand to remain an official sponsor of the All Blacks national rugby union team.
Everton toasts renewed Chang deal
English Premier League football club Everton has signed a three-year extension to its shirt sponsorship deal with Thai beer brand Chang.
Molson Coors and Scalar join Toronto 2015 sponsorship family
The organising committee for the Toronto 2015 Pan Am/Parapan Am Games has sealed commercial agreements with Canadian brewery Molson Coors and Toronto-headquartered IT solutions company Scalar.
Chinese entrants raise AFC club competition revenues
The Asian Football Confederation is generating between $18m (€13.1m) and $20m per year from Official Sponsors for its club competitions from 2014, in the 2013-16 cycle, following the addition of a second Chinese brand in as many months, construction machinery manufacturer Shandong Lingong Construction Machinery (SDLG).