Drinks - Beer

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SPONSORSHIP REVENUE from the central partners of German football’s Bundesliga has grown by over 150 per cent in the last four years, and will increase further in 2013-14 when new deals with logistics c…

THE RUGBY FOOTBALL LEAGUE’S latest second-tier sponsorship deals are making up for a £1.2m (€1.38m/$1.82m)

THE ENGLISH PREMIER LEAGUE’S central sponsorship revenue is expected to increase by up to 50 per cent in the 2013-14 to 2015-16 rights cycle, compared to 2010-11 to 2012-13.

Sports Sponsorship Insider speaks with Tom Moradpour, vice president of global brand marketing for Carlsberg, on the rationale and objectives of the company’s three-year sponsorship deal to become the O…

SPONSORS vs THE NHL LOCKOUT: Last week, the National Hockey League (NHL) scrapped another two weeks of the regular season and junked the 2013 All-Star Game in Columbus, Ohio, scheduled for January

GOAL HERO Victor Wanyama (pictured) celebrates after scoring Celtic’s first goal on the way to a monumental 2-1 victory over FC Barcelona in the UEFA Champions League on Wednesday night.

HEINEKEN REGISTERED more online buzz in the United Kingdom from its sponsorship of the latest James Bond movie Skyfall this week than from its long-standing title sponsorship of European club rugby’s H…

DUTCH BREWER HEINEKEN had asked for a quick resolution to the row which threatens to split the European game but a crucial meeting in Dublin this week broke up without any decisions being made

IT'S HARD TO RUIN A PISS UP in a brewery but Heineken seems determined to try

THE AUSTRALIAN FOOTBALL League (AFL) and SABMiller-owned Carlton United Brewers (CUB) negotiated a new 10-year partnership agreement, reportedly worth in excess of AU$50m, with Carlton Draught continuing…

EQUAL PARTNERS in the hosting of Euro 2012, Poland and Ukraine are far from equal in terms of economic development and resultant sponsorship activity

THE RULING PRINCIPLES of Cloozup, a soon-to-be launched social networking platform co-founded and fronted by former Dutch international footballer Ruud Gullit, are to bring fans closer to their favourite…

UK Members of Parliament have an unenviable life: they struggle with obscurity, take the blame for everything from the weather to Andy Murray failing to win Wimbledon and they can’t even fiddle their e…

VICTORIA BITTER vs CARLTON: Forget Fosters and XXXX, the battle between Victoria Bitter (VB) and Carlton Draught is the one that counts in Australia’s domestic beer market, and both brands are heavily r…

THE UK BROADCAST of the 2012 FA Cup final invited fan engagement via the second-screen and social media In a coordinated campaign from competition lead partner Budweiser, in partnership with the Football…