Drinks - Beer


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.

Brewing giant AB InBev, the biggest sponsor in world sport, wants to correct the escalating market in beer sector rights fees and will no longer ‘play ball’ with rights-holders who refuse to provide the…

Beer brand Foster's has decided that English cricket will be the focal point of its revived sports strategy, 11 years on from its last cricket deal in the country.

Fiba, world basketball's governing body, expects its Global Partner programme for the next cycle to bring in increased revenue, following its deal with the Chinese state-owned conglomerate Beijing Enterprises.

Sponsorship revenue for the International Champions Cup pre-season friendly football tournament is on the rise as a consequence of the expansion of the tournament.

Liga International Marketing, a joint venture between Spain’s LaLiga and media agency Mediapro, is understood to have generated significant revenue from Spanish Liga sponsorship deals in Asia and the Middle East in its first season.

Mexican brewery Cuauhtémoc-Moctezuma/Heineken Mexico, a subsidiary of Dutch brewing giant Heineken, last month bought the presenting sponsorship rights to Fiba’s Americas Championship, the biennial basketball tournament for national teams from the Americas.

Thailand-based premium beer brand Singha Beer signed a three-year Official Partner deal, from 2015 to 2017, with the Premiership Rugby, the top-tier league for English rugby union clubs.

The Tokyo Organising Committee of the Olympic and Paralympic Games (Tokyo 2020) has hit its asking price on its first top-tier domestic deals for the 2020 Games.

German brewery C & A Veltins is using sponsorship to increase brand visibility and create a positive brand image in an “intensely advertised” beer industry.

Beer brewer AB InBev chose to focus elsewhere after the asking price for its Major League Soccer (MLS) deal increased in renewal talks.

Premium lager brand Heineken took a “leap of faith” in deciding to sponsor European club rugby’s revamped, elite tournaments because it had doubts about the organiser’s commercial concept, Hans Erik Tuijt, global activation director of Heineken International, told Sports Sponsorship Insider this month.