Drinks - Beer

Cricket’s world governing body has signed its first global beer deal, with B9 Beverages, maker of India’s Bira 91 craft beer.

Irish beer brand Guinness has today (Friday) been confirmed as the new title sponsor of the Six Nations rugby union competition

The International Cricket Council has entered a global partnership with Indian craft beer brand Bira 91

EA Sports has renewed its lead partner deal with the Premier League, SportBusiness Sponsorship has learned. The new deal will cover two cycles, running from 2019-20 to 2024-25

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.

Dutch beer brand Heineken has extended its partnership with the Brazilian Rugby Confederation until 2020

German Bundesliga football club Mainz 05 has agreed a two-year extension to its partnership with brewery Bitburger

A new report has named Dutch beer brand Heineken as the most memorable sponsor of the Uefa Champions League. According to Spanish news site Expansion

The NFL’s Kansas City Chiefs has extended its exclusive partnership agreement with beer group Anheuser-Busch and its Bud Light brand.

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