Drinks - Beer

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AB InBev beer brand Budweiser has signed new major partnerships with Spain’s LaLiga and the English Premier League

Indian Premier League franchise the Chennai Super Kings has changed just one sponsor from last year’s championship-winning season, with the rest of its roster tied up almost entirely until 2020.

The International Cricket Council (ICC) has signed its first global beer deal, with B9 Beverages, maker of India’s Bira 91 craft beer.

Mexican beer brand Modelo is paying between $12m (€10.6m/£9.2m) and $14m per year as the new Official Beer of the Ultimate Fighting Championship, according to industry sources.

Heineken has invested significantly in a five-year Official Partner deal with Formula E, targeting the sport's growing fan base among millennial and Gen-Z consumers

Beer brand Ganzberg has signed as the Official Beer Partner of Premier League club Arsenal in Cambodia

German Bundesliga football club SC Freiburg has extended its partnership with the Rothaus brewery

Beer brand Ambar has agreed a deal to become the official beer of Spanish cycling race La Vuelta, as well as the women’s race, the Ceratizit Madrid Challenge.

Marston’s Beer Company has agreed a five-year extension to its sponsorship and supply partnership with Marylebone Cricket Club, the owners of Lord’s Cricket Ground.

Features

This article looks at three activation campaigns run by national team sponsors throughout the 2018 Fifa World Cup.

Premium beer brand Budweiser has overcome fierce competition in the Football Association’s beer category to become the sole beer partner, taking all three key assets in the portfolio.

PROJECT DETAILS Sponsorship title: Uefa Champions League Trophy Tour presented by Heineken Duration of sponsorship: Uefa Champions League Exclusive Beer Sponsor since 2005 Entered by: Edelman

PROJECT DETAILS Sponsorship title: Stella Artois, Official Beer of The Championships, Wimbledon Duration of Sponsorship: 2014 to 2018 Entered by: Octagon Worldwide Limited

Budweiser Budweiser is the official beer of the FIFA World Cup following its parent company Anheuser-Busch's deal until after the 2022 World Cup, worth around $22.

Catalan beer brand Estrella Damm has almost doubled its fee for the Official Beer rights of LaLiga club Barcelona, as it upgrades to the club’s new Global Partner level from 2018-19 to 2021-22.

Dutch premium beer brand Heineken will pay around €5m ($5.7m) per year to return as title sponsor of the European Rugby Champions Cup, from 2018-19 to 2021-22, after four seasons in the role of Official Beer Partner. 

AB InBev’s activation spend on its official beer sponsorship of the upcoming Fifa World Cup in Russia will be the beer group’s biggest yet – commensurate with the importance of the event as a showcase of the Budweiser brand.

Sports Sponsorship Insider spoke with Hans Erik Tuijt about Heineken’s learnings, thoughts on the changes to Formula One made under new owners Liberty Media, and goals for next season and beyond. 

Research by Sports Sponsorship Insider into the alcoholic drinks sector has generated rights values to 52 out of 336 recorded alcoholic drinks sector sponsorship deals.

Sports Sponsorship Insider has published the fourth ‘Activation Tracker’ sector report into activation trends in sports sponsorship – this month exploring the alcoholic drinks sector. T

Mixed martial arts promotion the Ultimate Fighting Championship (UFC) has signed up Mexican beer brand Modelo Especial in a multi-year deal for the US market only.

Two deals agreed in the last month by the Chinese Super League suggest the league is on course for a big increase – possibly 100 per cent – in sponsorship revenues in the next cycle.

Premium beer group Heineken has extended its partnership with Uefa’s elite club competitions, through its Heineken and Amstel brands, in what is understood to be a record sponsorship fee for European football’s governing body.

German carmaker Mercedes-Benz aims to strengthen its reputation as a supporter of golf through its sponsorship of The Open Championship.

At the invitation of Danish beer brand Carlsberg the Official Beer of Euro 2016 and its PR agency Fuse Sport + Entertainment, Sports Sponsorship Insider experienced the brand’s activation strategy first hand in the lead-up to the quarter-final game between France and Iceland at the Stade de France.

Turkish beer brand Efes aims to strengthen its brand image as a premium beer brand through its Euroleague sponsorship.

Danish beer brand Carlsberg has been the Official Beer of the European Championships since 1988. Below, Richard Whitty, senior marketing manager for football at Carlsberg, explains its brand positioning as 'the beer of football' and the activation challenges for this year's tournament.

Anheuser-Busch InBev has made its first foray into esports with a combined live event and gamer-related sponsorship built around its Bud Light brand.