Spirits

Liqueur company Jägermeister has entered into a partnership with the Madison Square Garden Company, through which it will sponsor NHL ice hockey team the New York Rangers.

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.

Sports Sponsorship Insider has published the fourth ‘Activation Tracker’ sector report into activation trends in sports sponsorship – this month exploring the alcoholic drinks sector. T

Bourbon whisky brand Woodford Reserve has stepped up its backing of the Kentucky Derby to become the presenting sponsor of the US horse-racing event.

The World Surf League has signed up Mexican tequila brand Jose Cuervo as an official partner in North America.

NFL American football franchise the Tennessee Titans has secured a partnership with local moonshine distiller Ole Smoky Distillery.

The Chinese division of North American basketball league the NBA has agreed a sponsorship deal with Scotch whisky brand Chivas.

Golden Ale from Guinness, Pimm’s and Aspall have been named as the official ale, spirits and cider partners, respectively, of the International Cricket Council’s upcoming Champions Trophy one-day international event, which will take place in England and Wales.

Spirits brand Pernod Ricard has agreed a deal to sponsor Ascot Racecourse.

The Chinese Super League, the top tier of club football in the country, has agreed a sponsorship deal with the Jiangsu Yanghe brewery.

New Zealand-based alcoholic beverages group Independent Liquor has agreed a deal to sponsor the 2017 Rugby League World Cup, which its home country will co-host alongside Australia and Papua New Guinea.

Whisky brand Whyte & Mackay has agreed a deal to sponsor the British & Irish Lions rugby union team.

Philippines-based Tanduay Rum has agreed a partnership with the Brooklyn Nets and the NBA basketball team’s Barclays Center home arena.

North American basketball league the NBA has entered into a multi-year partnership with Tennessee whiskey brand Jack Daniel’s.

Major League Baseball franchise the Chicago Cubs has entered into a partnership with bourbon whiskey brand Jim Beam.

Formula One motor-racing team Force India has entered into a partnership with Diageo-owned whisky brand Johnnie Walker, according to multiple reports.