Confectionery

Basketball

The Hershey Company, a confectionery producer, has penned an extension to its partnership with the National Collegiate Athletic Association.
Football

North America’s Major League Soccer has agreed sponsorship deals with Kellogg’s-owned snack brands Pringles and Cheez-It.
Football

Football’s English Premier League has entered into a partnership with confectionery brand Cadbury.
Basketball

Coffee and baked goods chain Dunkin’ Donuts has bolstered its sports portfolio by entering into a partnership with the Philadelphia 76ers NBA basketball team.
Winter Sports

Confectionery group Hershey has entered into a partnership with the US Ski and Snowboard Association.
Wrestling

Mars-owned chocolate bar brand Snickers will serve as the exclusive presenting partner of next year’s WrestleMania event after extending its partnership with the WWE wrestling organisation.
Esports

Mars-owned chocolate brand Snickers is the first new company to join esports’ ELeague for the competition’s second season, but ELeague is now keen to diversify its portfolio.

Football

Nestlé has entered into a global partnership with Spanish LaLiga football club Barcelona in a deal that marks the snack food and beverage producer’s first with a sports team.
Multi-sport

Confectionary products manufacturer Rakhat JSC and information security software developer Dr. Web have signed on as the latest sponsors of the 2017 winter Universiade multi-sport event, which will be held in Almaty, Kazakhstan.

Tennis

Ice cream brand Häagen-Dazs has agreed a deal to sponsor the 2017 edition of the Australian Open grand slam tennis tournament.

Esports

Mars-owned chocolate bar brand Snickers has agreed a deal to become an official sponsor of the ELeague esports competition.

American Football

The San Francisco 49ers and Baltimore Ravens NFL American football franchises have agreed new partnerships ahead of their opening games of the 2016-17 season in the coming days.

Skiing

Swiss chocolate brand Milka has agreed a deal to become a main sponsor of the Vierschanzentournee, the showpiece ski jumping series that is also known as the Four Hills Tournament.

Football

Confectionery company Balocco has extended its partnership with Italian Serie A football club Juventus.

Athletics

Yoghurt and dairy pudding manufacturer Müller has entered into a partnership with the British Athletics governing body.

Baseball

Mars-owned chocolate brand M&M’s has entered into a partnership with Major League Baseball franchise the New York Mets.

Gymnastics

Confectionery group Hershey has entered into a partnership with the USA Gymnastics national governing body.

Athletics

Sebastian Coe, the president of the International Association of Athletics Federations, has said he is “angered and dismayed” by food and beverage company Nestle’s decision to terminate its partnership of the governing body.