Beer

Mixed martial arts promotion the Ultimate Fighting Championship (UFC) has signed up Mexican beer brand Modelo Especial in a multi-year deal for the US market only.

English Premier League football club Manchester City has signed a multi-year partnership with Khmer Beverages’ Cambodia Beer brand.

Mixed martial arts promotion the Ultimate Fighting Championship has entered into a multi-year partnership with Mexican beer band Modelo Especial.

English Premier League football club Chelsea has agreed sponsorship deals with Nigerian beer brand Star and Unilever-owned antiperspirant Rexona.

Thailand-based beer brand Singha has renewed its partnership with English Premier League football club Chelsea.

Dutch brewing company Heineken has agreed a deal to become the title sponsor of the top division of Spanish rugby union.

German brewery Erdinger Weißbräu has renewed its partnership with the International Biathlon Union for its World Cup series.

Argentinian beer brand Quilmes has replaced energy company Axion as the title sponsor of the Superliga Argentina, the new top tier of domestic club football.

Food and beverages company Lion has agreed a deal for its beer brand XXXX Gold to sponsor the 2018 edition of the Commonwealth Games multi-sport event, which will take place in Australia’s Gold Coast region.

Mexican lager brand Corona Extra has become the official beer sponsor of the clash between boxer Floyd Mayweather and mixed martial arts fighter Conor McGregor.
 

Carlton & United Breweries (CUB) has renewed its long-running partnership with Australia’s National Rugby League.

Australian rugby league team the New South Wales Blues has agreed a sponsorship deal with Sydney-based brewery Tooheys.

The BrewDog USA division of the UK brewery has linked up with the Columbus Blue Jackets NHL ice hockey franchise to launch its first sports partnership in the US.
 

English Premier League football club Everton has sealed an agreement with UK brewer Molson Coors.

Thai beverage brand Chang has been named as the lead sponsor of this year’s Air Race 1 World Cup.

US sports broadcaster ESPN has unveiled the list of sponsors for this year’s edition of the summer X Games action sports event, which will take place from July 13-16 at the US Bank Stadium in Minneapolis, Minnesota.