Drinks - Beer

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. 

The Scottish Rugby national governing body has renewed its partnership with Tennent’s Lager.

Major League Baseball team the Chicago White Sox has agreed a sponsorship deal with US beer brand Budweiser.

German Bundesliga football club Hertha Berlin has entered into a partnership with beer brand Berliner Kindl.

Portuguese Primeira Liga football club FC Porto has renewed its partnership with beer brand Super Bock.

Spanish LaLiga football club Celta Vigo has named financial services company Abanca as its new stadium naming rights partner, while it has also extended its shirt sponsorship deal with Spanish brewery Hijos de Rivera.

Dutch brewing company Heineken has returned to back European rugby union’s top club competition with the announcement that it will become the headline sponsor of the Champions Cup.

English Premier League football club Tottenham Hotspur’s new stadium will feature its own microbrewery through a partnership between the team and Beavertown Brewery.

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.

Catalan beer brand Estrella Damm has upgraded its association with Barcelona by becoming a global partner of the Spanish LaLiga football club.