Spirits

Australia’s national baseball federation has become the country’s first sports body to ban alcohol advertising and sponsorship in all junior and national team competitions.

Major League Soccer club LA Galaxy has launched a new partnership with local mezcal brand El Silencio

Scotch whisky brand Chivas Regal is paying £3.5m ($4.5m/€3.9m) per season as the Official Spirits Partner of Premier League club Manchester United.

The International Cricket Council has signed a five-year sponsorship deal with Indian whisky brand Royal Stag

Alcoholic beverages manufacturer Shanxi Fenjiu has agreed a three-season deal to title sponsor Shanxi Brave Dragons, a team that competes in the Chinese Basketball Association, the top tier of the sport…

Scottish Premiership football club Rangers has agreed a partnership with spirits brand Liverpool Gin

Whiskey brand Jack Daniel’s has agreed a new partnership with NBA basketball franchise the Charlotte Hornets.

Tennis Australia’s chief revenue officer Richard Heaselgrave has revealed that the new partnership with Chinese drinks brand Luzhou Laojiao is “definitely within the ballpark” of the sum paid by major…

The Australian Open Grand Slam tennis tournament has landed the largest Chinese sponsorship deal in the event's history by signing a long-term partnership deal with leading Chinese spirits brand Luzhou…

The National Hockey League has signed its first ever vodka partnership with US spirits brand New Amsterdam Vodka

The UFC has signed its first ever ‘Official Vodka Partner’ in the form of best-selling Ukraine-based vodka brand Nemiroff.

UFC has signed a US-only partnership with Blackheart Premium Spiced Rum – making the distilled spirits brand the MMA organisation’s first 'Official Rum'.

Casamigos, the tequila brand co-founded by film star George Clooney, has agreed a partnership with NBA basketball franchise the Milwaukee Bucks and its future home, Wisconsin Entertainment and Sports Center.

ELeague, the esports organisation operated by US media company Turner and the IMG agency, has signed a sponsorship deal with The Kraken Black Spiced Rum.

Italian power equipment company Pramac has been unveiled as the title sponsor of this year’s German MotoGP round, while Italian wine brand Prosecco DOC has agreed a similar deal with the UK leg of rival motorcycling series the Superbike World Championship (WorldSBK).

Bourbon whiskey brand Jim Beam Black has entered into a partnership with golf’s PGA of America, through which it will sponsor the PGA Championship, one of the four major tournaments on the men’s circuit.