Beer
Arsenal signs up regional beer partner for Rwanda
Premier League club Arsenal has signed a new Regional Beer Partner Deal with Rwandan brand Skol Brewery
Tsingtao, Yanjing to sponsor 2022 Beijing Winter Olympics
Chinese beer brands Tsingtao and Yanjing have signed as Official Beer Partners of the 2022 Beijing Olympic and Paralympic Winter Games
Birra Moretti returns to its roots with Udinese
Italian Serie A football club Udinese has struck a sponsorship deal with beer brand Birra Moretti.
The agreement will run until the end of the 2020-21 season
Castle Lager to headline South African summer Tests
South African beer brand Castle Lager will be the headline sponsor of the upcoming cricket Test series between South Africa and opponents Pakistan and Sri Lanka.
ICC signs Bira 91 deal, US tech brands to step up in 2019
The International Cricket Council (ICC) has signed its first global beer deal, with B9 Beverages, maker of India’s Bira 91 craft beer.
Guinness confirmed as Six Nations title sponsor
Irish beer brand Guinness has today (Friday) been confirmed as the new title sponsor of the Six Nations rugby union competition
ICC signs major partnership with craft beer brand
The International Cricket Council has entered a global partnership with Indian craft beer brand Bira 91
EXCLUSIVE: Budweiser replaces Carling at Premier League, EA Sports renews
EA Sports has renewed its lead partner deal with the Premier League, SportBusiness Sponsorship has learned.
The new deal will cover two cycles, running from 2019-20 to 2024-25
UFC gets new Official Beer, renews with Monster Energy
Mexican beer brand Modelo is paying between $12m (€10.6m/£9.2m) and $14m per year as the new Official Beer of the Ultimate Fighting Championship, according to industry sources.
Heineken extends partnership with Brazilian Rugby Confederation
Dutch beer brand Heineken has extended its partnership with the Brazilian Rugby Confederation until 2020
Bitburger pours extension with local Bundesliga club
German Bundesliga football club Mainz 05 has agreed a two-year extension to its partnership with brewery Bitburger
Heineken most memorable brand in Uefa Champions League, says report
A new report has named Dutch beer brand Heineken as the most memorable sponsor of the Uefa Champions League.
According to Spanish news site Expansion
Anheuser-Busch extends with Kansas City Chiefs
The NFL’s Kansas City Chiefs has extended its exclusive partnership agreement with beer group Anheuser-Busch and its Bud Light brand.
Heineken looks to millennials and Gen-Zs in new Formula E deal
Heineken has invested significantly in a five-year Official Partner deal with Formula E, targeting the sport's growing fan base among millennial and Gen-Z consumers
Heineken gets pouring with Formula E as new Official Partner
Dutch beer brand Heineken has inked a new global deal with Formula E as the championship’s exclusive beer partner.
Peroni adds Serie A rivals to sponsorship portfolio
Italian brewing company Peroni has furthered its Serie A partnership portfolio by agreeing deals with city rivals Genoa and Sampdoria
Brahma beer renews partnership with Santos FC
Brazilian beer Brahma has renewed its partnership with Santos FC, the former home of both Pelé and Neymar, until the end of the 2018-19 season.
Derby sets up United clash with sleeve sponsorship
English Championship football club Derby County has signed up Dutch brewery Bavaria as its first ever sleeve sponsor