Beer

Beer brand Budweiser’s decision not to renew its lead partner contract with English football’s FA Cup has highlighted some weaknesses in the competition’s value to sponsors, industry experts said this month.

Men’s ATP World Tour and women’s WTA tennis tournament the BNP Paribas Open has agreed new premier-level sponsorship deals with Rolex, Esurance and Michelob Ultra.

Kenya Breweries Limited has agreed a three-year sponsorship deal with the Kenya Rugby Union which will promote its flagship Tusker Lager brand through association with the national team.
 

The English Football Association is seeking a new lead partner for its FA Cup knockout competition from the 2014-15 season, with its current deal with Budweiser due to end following the current 2013-14 campaign.

Belgian beer brand Stella Artois has agreed a deal to become the official beer of the UK’s Open Championship when the second of golf’s four annual majors arrives at Royal Liverpool in 2014.

The PGA Tour’s sponsorship renewal with brewer Anheuser-Busch last month is understood to have included an increased fee that will lift the organisation’s annual sponsorship income of between $550m (€401m) and $600m.

The Tsingtao brewery has agreed a three-year deal to sponsor the Asian Football Confederation’s club competitions.

US brewing company MillerCoors has furthered its association with the NHL ice hockey league by securing the presenting sponsorship of behind-the-scenes television programme NHL Revealed: A Season Like No Other for its flagship Coors Light brand.

Men’s tennis organisation the ATP World Tour has announced a change in its premier partner sponsorship strategy to feature beer brand Michelob Ultra at US tournaments.

The Austrian Football Association (OFB) has extended its partnership with brewery Stiegl for another three years.

English Premiership club Harlequins has extended its sponsorship agreement with UK brewer Greene King until the end of the 2016-17 rugby union season.

Canadian brewery Labatt has reached an agreement to become a national supporter of the 2015 Fifa Women’s World Cup, which will be hosted by Canada.

This month’s issue of Sport Sponsorship Insider contains interviews with two of the key commercial figures in world football: Uefa marketing director Guy-Laurent Epstein and Fifa marketing director Thierry W…

US brewing company Anheuser-Busch has agreed a multi-year deal for its Michelob Ultra brand to continue to serve as the official beer of golf’s PGA Tour.

NBA basketball team Orlando Magic has announced a host of new and renewed sponsorship agreements for the 2013-14 season.

Hans Erik Tuijt, global manager, Heineken Activation, has told Sports Sponsorship Insider of his hope that European clubs and rugby unions will come to a consensus on the future of the Heineken Cup that will prevent an Anglo-French breakaway competition.