Spirits

Horse Racing

French cognac brand Hennessy has opted to conclude its long-running deal with the Gold Cup annual UK horse-racing event amidst reports of a replacement partner stepping in.
Sailing

Westerhall Rums has agreed a deal to sponsor Isle of Wight sailing regatta Cowes Week.
Golf

French vodka brand Grey Goose has renewed its partnership with the US golf organisation the PGA Tour.

Rugby League

Australian NRL rugby league club the Newcastle Knights has upgraded its partnership with health insurance company Nib, while rival team the North Queensland Cowboys has agreed a shirt sponsorship deal with Bundaberg Rum.

Baseball

Bourbon brand Evan Williams has entered into a partnership with North America’s Major League Baseball.

Football

Spirits brand New Amsterdam Vodka has been named an official partner of English Premier League football club Crystal Palace.

Rugby Union

Scottish Rugby, the governing body of rugby union in the country, has agreed a partnership with the Eden Mill distillery and brewery.

Sailing

US vodka brand Toast has been unveiled as a partner of the America’s Cup sailing event.

Basketball

The NBA will impose restrictions on the types of jersey sponsorships that will be allowed in the North American basketball league, according to US sports broadcaster ESPN.

Rugby League

Diageo-owned drinks brand Bundaberg Rum has signed a sponsorship deal with Australia’s National Rugby League.

Motorsport

Diageo-owned whisky brand Johnnie Walker will continue to use its ‘Join the Pact’ responsible drinking initiative as the centrepiece of its investment in Formula One. K
Motorsport

Diageo-owned whisky brand Johnnie Walker renewed its official sponsorship of Formula One team McLaren-Honda in a deal with a significant performance-related component.

Motorsport

Formula One motor-racing team Manor Racing has entered into a partnership with Scottish gin brand Daffy’s.

Motorsport

Diageo-owned whisky brand Johnnie Walker has signed a multi-year extension to its partnership with Formula One motor racing team McLaren-Honda.

Cricket

Alcoholic drinks producer Diageo has extended its sponsorship of Force India as part of a settlement deal with Vijay Mallya, the team principal and part-owner of the Formula One motor-racing team.

Basketball

NBA basketball franchise the Phoenix Suns has entered into a multi-year partnership with vodka brand Effen.

American Football

Alcoholic drinks company International Spirit and Beverage Group (ISBG) has agreed a multi-year sponsorship deal with NFL American football franchise the New York Giants.

Football

Chinese online alcoholic beverage retailer Jiuxian has secured a regional partnership with Italian Serie A football team Inter Milan.