Beer
Michelob adds Ryder Cup, PGA Championship to golf portfolio
US beer brand Michelob Ultra has strengthened its position within golf by becoming a sponsor of the Ryder Cup and the PGA Championship.
MLB’s White Sox sign up new beer partner
North American Major League Baseball team the Chicago White Sox has entered into a partnership with craft brewery the Goose Island Beer Company.
Heineken renews MLS sponsorship
North America’s Major League Soccer has extended its partnership with Dutch brewing company Heineken.
Tough Mudder signs up BrewDog as beer partner
Scottish craft beer company BrewDog has entered into a partnership with the Tough Mudder obstacle course series.
Anheuser-Busch rekindles Nascar ties
US brewery Anheuser-Busch has agreed a new partnership with Nascar, marking its return to the North American stock car-racing series following an 11-year absence.
Budweiser upgrades FA partnership
US beer brand Budweiser has extended and expanded its partnership with the English Football Association, through which it will now serve as the official beer partner of the men’s national team.
SA Rugby lands new sevens sponsor
SA Rugby, the governing body of rugby union in South Africa, has named beer brand Castle Free as the new headline sponsor of its sevens teams.
Miller Brewing takes Bucks partnership into new arena
Miller Brewing has extended its partnership with the Milwaukee Bucks under a deal that will incorporate the NBA basketball team’s new arena.
Yenda signs as official beer of Rugby Australia, Super Rugby
Australian Beer Company has agreed a deal for its Yenda beer brand to become a partner of Rugby Australia, the country’s governing body for rugby union, as well as the Super Rugby southern hemisphere club competition.
RB Leipzig renews with beer partner
German beer brand Krostitzer has renewed a partnership with RB Leipzig, which plays in the country’s Bundesliga top-tier club football competition.
Drinks brands sign up to sponsor Kentucky Derby
US horse-racing event the Kentucky Derby has signed a two-year sponsorship deal with Mexican beer brand Corona Extra, along with another agreement with cider brand Angry Orchard.
Nigeria Football Federation signs latest sponsor
The Nigeria Football Federation has entered into a partnership with Nigerian Breweries.
Yanjing Beer extends backing of CFA Cup
Yanjing Beer has renewed its title sponsorship of the CFA Cup, the Chinese Football Association’s knockout club competition.
Heineken and Formula One: Interview with Hans Erik Tuijt, director global sponsorships at Heineken International
Sports Sponsorship Insider spoke with Hans Erik Tuijt about Heineken’s learnings, thoughts on the changes to Formula One made under new owners Liberty Media, and goals for next season and beyond.
Sevilla extends with beer partner, signs up Casio
Spanish LaLiga football club Sevilla has renewed its sponsorship deal with beer brand Cruzcampo and has signed a new deal with Japanese consumer electronics company Casio.
Sponsorship in the alcoholic drinks sector, 2017
Research by Sports Sponsorship Insider into the alcoholic drinks sector has generated rights values to 52 out of 336 recorded alcoholic drinks sector sponsorship deals.
Red Sox replace Budweiser with local brand
US beer brand Samuel Adams has agreed a sponsorship deal with Major League Baseball team the Boston Red Sox.