Spirits

Horse Racing

Bourbon brand Maker’s Mark has reached a sponsorship agreement with US horseracing event the Breeders’ Cup.

Sailing

Gosling’s has been unveiled as the official rum and ginger beer of the 2017 America’s Cup sailing event.

Rugby Union

Scotland-based spirits and drinks company William Grant & Sons has agreed to become an official provider of the 2015 Rugby World Cup.

Golf

Fijian brewery Paradise Beverages has renewed its sponsorship of the PGA Fiji International golf tournament.

Basketball

NBA basketball team the Charlotte Hornets has entered into a partnership with drinks giant Diageo.

Australia-based touring car championship V8 Supercars has agreed a sponsorship deal with bourbon brand Woodstock Bourbon.

Tennis

Cream liqueur producer RumChata has entered into a sponsorship deal with the BNP Paribas Open, a combined tournament of the men’s ATP World Tour and women’s WTA Tour.

Football

Drinks producer Diageo is one of a number of companies said to be interested in acquiring the title sponsorship rights to the English Premier League top-tier club football competition, according to UK broadcaster Sky News.

Motorsport

Tequila brand Jose Cuervo has signed a partnership with the Force India Formula One team, effective from the 2015 season of the motor racing championship.

Horse Racing

UK gin brand Greenall’s has signed a three-year sponsorship agreement with British horse racing commercial group the Jockey Club.

Cricket

The International Cricket Council has reached an agreement to make rum brand Bundaberg Rum an official partner of its 2015 World Cup.

Motorsport

Drinks giant Diageo has defended its sponsorship of the Formula One motor racing championship in response to criticism from the European Alcohol Policy Alliance (Eurocare).

Motorsport

Formula One has come under fire from the European Alcohol Policy Alliance (Eurocare) over the level of alcohol advertising in the motor-racing championship.

Rugby League

New Zealand drinks brand Woodstock Bourbon & Cola has struck a deal to become a major sponsor of Auckland-based NRL rugby league franchise the Warriors.

Motorsport

September (and the end of August) saw a number of landmark sponsorship deals cross the line – and Sports Sponsorship Insider has covered the best of them.
Motorsport

Scotch whisky brand Johnnie Walker has entered into a multi-year partnership with the Formula One motor-racing series.

Ice Hockey

NHL ice hockey team Minnesota Wild has reached a multi-year sponsorship agreement with Tennessee bourbon manufacturer Jack Daniel’s.

Football

English Premier League football club Chelsea has entered into a two-year sponsorship agreement with Scottish whisky brand William Lawson’s.