Drinks - Beer
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.
Heineken and Formula One: Interview with Hans Erik Tuijt, director global sponsorships at Heineken International
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.
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.