Spirits
Maker’s Mark enters Breeders’ Cup partnership
Bourbon brand Maker’s Mark has reached a sponsorship agreement with US horseracing event the Breeders’ Cup.
Gosling’s links up with America’s Cup
Gosling’s has been unveiled as the official rum and ginger beer of the 2017 America’s Cup sailing event.
Rugby World Cup toasts spirits partner
Scotland-based spirits and drinks company William Grant & Sons has agreed to become an official provider of the 2015 Rugby World Cup.
Paradise Beverages toasts Fiji International extension
Fijian brewery Paradise Beverages has renewed its sponsorship of the PGA Fiji International golf tournament.
Diageo nets place on Charlotte Hornets roster
NBA basketball team the Charlotte Hornets has entered into a partnership with drinks giant Diageo.
V8 Supercars links up with Woodstock Bourbon ahead of season-opener
Australia-based touring car championship V8 Supercars has agreed a sponsorship deal with bourbon brand Woodstock Bourbon.
RumChata toasts BNP Paribas Open sponsorship
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.
Diageo amongst bidders for Premier League title sponsorship – report
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.
Jose Cuervo switches to Force India for 2015 F1 season
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.
Greenall’s Gin takes a leap with Jockey Club
UK gin brand Greenall’s has signed a three-year sponsorship agreement with British horse racing commercial group the Jockey Club.
Bundaberg Rum gets Cricket World Cup shot
The International Cricket Council has reached an agreement to make rum brand Bundaberg Rum an official partner of its 2015 World Cup.
Diageo defends Formula One association amid Eurocare concern
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).
F1 faces pressure over alcohol sponsorship
Formula One has come under fire from the European Alcohol Policy Alliance (Eurocare) over the level of alcohol advertising in the motor-racing championship.
NRL’s Warriors toast new jersey sponsor
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.
Johnnie Walker crosses the line with F1
Formula One raises a glass to Johnnie Walker partnership
Scotch whisky brand Johnnie Walker has entered into a multi-year partnership with the Formula One motor-racing series.
Minnesota Wild drinks to Jack Daniel’s deal
NHL ice hockey team Minnesota Wild has reached a multi-year sponsorship agreement with Tennessee bourbon manufacturer Jack Daniel’s.
Chelsea raises a glass to William Lawson’s deal
English Premier League football club Chelsea has entered into a two-year sponsorship agreement with Scottish whisky brand William Lawson’s.