Spirits
Samsung, Diageo and HSS team up with USA Basketball
USA Basketball has announced new marketing partnerships with electronics manufacturer Samsung, beverages company Diageo and the Hospital for Special Surgery (HSS) in deals that will run through 2016.
Smirnoff: Along for the ride with Force India
Diageo-owned vodka brand Smirnoff has committed the lion’s share of its global sponsorship budget for this year to a one-year major partner deal with the Force India F1 team. The deal was announced on May 1, ahead of the Spanish Grand Prix, the fifth race of the Formula One season.
Glasgow 2014 toasts Famous Grouse deal
Glasgow 2014 has confirmed the Famous Grouse as the official whisky of the forthcoming Commonwealth Games.
CPL champion toasts Appleton Estate sponsorship
Reigning Caribbean Premier League champion Jamaica Tallawahs has unveiled Appleton Estate Jamaica Rum as its presenting sponsor for the 2014 season.
Smirnoff on board with F1’s Force India
Formula One motor racing team Force India has entered into a sponsorship agreement with vodka brand Smirnoff.
MotoGP signs up tequila partner
Gruppo Campari-owned drinks brand Espolòn Tequila has agreed a sponsorship deal with MotoGP for the 2014 season of the motorcycling series.
Martini Racing’s return marks shift in Bacardi strategy
The Bacardi drinks group is switching the emphasis of its marketing strategy from above-the-line advertising to sponsorship and experiential-based marketing in a move led by the return of Martini Racing to Formula One motorsport as title sponsor of the Williams F1 team.
Make mine a Martini
This month’s issue of Sports Sponsorship Insider leads with a motorsports story of wider general interest – the return of Martini Racing to Formula One as title sponsor of the Williams F1 team.
Williams toasts Martini deal
British Formula One motor racing team Williams has ended long-running speculation by confirming Italian spirits brand Martini as its new title sponsor.
Williams set to land Martini title sponsorship – report
Italian spirits brand Martini is set to become the title sponsor of Formula One motor racing team Williams, according to the Autosport.com website.
Sauber toasts another year with Jose Cuervo
Mexican tequila brand Jose Cuervo has announced an extension of its partnership with the Sauber Formula One team for the 2014 season.
MLB’s Rangers strike deal with Jack Daniel’s
MLB baseball team Texas Rangers has entered into a three-year sponsorship deal with Tennessee whiskey brand Jack Daniel’s.
Aperol signs up with Manchester United
Italian drinks brand Aperol has announced a multi-season sponsorship agreement with Manchester United to become the English Premier League club’s official global spirits partner.
IMSA drinks up Patron backing for endurance events
Mexican-based spirits company Patron Spirits International has reached a multi-year agreement with the International Motor Sports Association to sponsor the motor racing sanctioning body’s flagship endurance properties.
Diageo beats Bacardi renewal offer to take NBA deal
Alcoholic drinks maker Diageo beat a renewal offer from incumbent Bacardi to become the exclusive spirits partner of basketball’s NBA last month.
Diageo nets multi-year NBA deal
Multinational drinks company Diageo has agreed a deal to become the exclusive spirits partner of North American basketball league the NBA.
Grey Goose tees-off for three years with PGA Tour
French vodka brand Grey Goose has signed a three-year deal to become the official spirit of golf’s PGA Tour.
Ole Smoky Moonshine partners with iconic US racing venues
US racetracks Daytona International Speedway and Talladega Superspeedway have agreed a sponsorship deal with Tennessee distillery Ole Smoky Moonshine.