Beer
Two more partners on board for America’s Cup
The America’s Cup has continue to expand its sponsorship roster for the 2013 edition of the historic sailing race by sealing two new endorsements with drinks companies.
RFU Championship drinks up first title sponsorship
The Rugby Football Union, governing body of English rugby, has announced that beer brand Greene King IPA will become the first title sponsor of the RFU Championship, the second tier of professional rugby in England.
Dortmund keeps the beer flowing with Brinkhoff’s extension
German 1.Bundesliga football club Borussia Dortmund has furthered its historic ties with the Brinkhoff’s brewery by signing a five-year extension to its partnership with the firm.
Ospreys and Worthington’s seal extension
Welsh rugby union club Ospreys have agreed a three-year extension, from 2013-14 to 2015-16, to a sponsorship deal with the Worthington’s brewery.
Budweiser and NHLPA toast Canadian deal
Budweiser and the National Hockey League Players’ Association (NHLPA) have agreed a new multi-season partnership to help bring fans closer to the sport and its players.
Skol to seal Rio 2016 sponsorship
Beer brand Skol is set to become an official sponsor of the Rio de Janeiro 2016 Olympic Games in Brazil, according to the Maquina do Esporte newspaper.
Epstein: Euro revenues to grow by 50 per cent
Uefa, the governing body of European football, expects to generate between €450m ($581m) and €500m in sponsorship revenue from the Euro 2016 finals, up more than 50 per cent on Euro 2012.
Heineken: Champions League activation key to 100-per-cent growth target
Uefa Champions League sponsorship is at the heart of Dutch beer brand Heineken’s marketing push to hit a target of 100-per-cent growth in its global market share over the next seven years.
Chinese Super League expects great leap forward from new round of deals
Chinese football’s Super League is aiming to earn $25m (€19.25m) per year from a new title sponsorship deal beginning in 2014, a 150-per-cent increase on the current deal with real estate company Dalian Wanda.
Guinness joins forces with English and Welsh rugby unions
Guinness has agreed new partnerships with the Welsh Rugby Union and the English Rugby Football Union.
Kent’s historic home to change name under Shepherd Neame deal
Kent County Cricket Club has agreed a naming rights deal with Shepherd Neame to rebrand its home ground.
Grupo Petropolis lands second World Cup naming rights deal
Grupo Petrópolis has secured a 10-year naming rights deal for 2014 World Cup venue, Recife’s Arena Pernambuco.
Hamburg toasts renewal of historic Holsten deal
Holsten has agreed a three-year extension to its long-running partnership with 1.Bundesliga football club Hamburg SV.
Cricket Australia drinks to ODI naming rights deal
Carlton & United Breweries has opted to return to one-day international cricket sponsorship after agreeing a deal with Cricket Australia to become the naming rights sponsor of ODI games in Australia.
Greene King set for RFU Championship title sponsorship
Greene King has agreed a three-year deal, from 2013-14 to 2015-16, to become the first title sponsor of English rugby union’s second tier Championship.