Spirits
Hennessy ends long-running partnership with Gold Cup
Cowes Week pours Westerhall partnership
PGA Tour pours extension with Grey Goose
French vodka brand Grey Goose has renewed its partnership with the US golf organisation the PGA Tour.
NRL’s Knights enhance Nib partnership, Cowboys toast new shirt sponsor
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.
MLB toasts Evan Williams partnership
Bourbon brand Evan Williams has entered into a partnership with North America’s Major League Baseball.
New Amsterdam Vodka enters football market with Crystal Palace deal
Spirits brand New Amsterdam Vodka has been named an official partner of English Premier League football club Crystal Palace.
Scottish Rugby converts first gin partner
Scottish Rugby, the governing body of rugby union in the country, has agreed a partnership with the Eden Mill distillery and brewery.
America’s Cup toasts vodka partnership
US vodka brand Toast has been unveiled as a partner of the America’s Cup sailing event.
NBA sets out restrictions for jersey sponsorship
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.
Bundaberg elects to re-engage with NRL
Diageo-owned drinks brand Bundaberg Rum has signed a sponsorship deal with Australia’s National Rugby League.
Johnnie Walker: Keeping ‘Join the Pact’ on the road
McLaren renews Johnnie Walker with performance-related deal
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.
Daffy’s on board with Manor Racing
Formula One motor-racing team Manor Racing has entered into a partnership with Scottish gin brand Daffy’s.
McLaren walks on with major sponsor
Diageo-owned whisky brand Johnnie Walker has signed a multi-year extension to its partnership with Formula One motor racing team McLaren-Honda.
Diageo extends Force India sponsorship as part of Mallya settlement
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.
Suns partner up with 50 Cent-backed vodka brand
NBA basketball franchise the Phoenix Suns has entered into a multi-year partnership with vodka brand Effen.
NFL’s Giants seal new beverage deal
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.
Inter Milan adds Jiuxian to commercial basket
Chinese online alcoholic beverage retailer Jiuxian has secured a regional partnership with Italian Serie A football team Inter Milan.