Drinks - Soft Drinks

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American soft drink giant Coca-Cola will pay just under $3m (€2.65m) per season to partner with global esports property the Overwatch League (OWL), according to industry sources.

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.

Gatorade, the sports drink brand owned by PepsiCo, became the Official Sports Nutrition Partner of English Premier League club Manchester City in a multi-season deal. 

The main shirt sponsorship deal agreed this month between top Brazilian club Flamengo and Thai energy drinks brand Carabao bucks one trend in the country’s football sponsorship market, in being a long-term deal.

The new title sponsor agreement between energy drink brand Monster Energy and the Nascar open wheel racing series for its top competition was described this month as a “steal” by motorsports marketing experts, after the organisation took a hit on the value of its top position.

PepsiCo Inc. has signed a new multi-year partnership with Indianapolis Motor Speedway (IMS)

Nascar has rejected a one-year extension offer from Nascar Cup title partner Monster Energy – paving the way for a new multi-partner, multi-tier sponsorship approach in 2020.

Beverage group Coca-Cola has agreed a 10-year contract for the naming rights to the new arena that is soon set to open in Dubai

Chinese car brand Venucia and energy drinks brand Hi-Tiger have agreed deals to partner with this year’s Fiba Basketball World Cup in China.

Features

Mike Sundet, VP sports and entertainment marketing for the US-based Momentum Worldwide agency speaks about the structure of the energy drink sector, its values and its attitude towards mainstream sports.

Soft drinks manufacturer Pepsi last month took a different tack to many brands entering esports, but a similar path to rival Coca-Cola, signing a title agreement for a grassroots league. Its Mountain Dew brand will sponsor an ESL qualifying tournament for the Counter-Strike: Global Offensive (CS:GO) game.

The energy drink sector is integral to the funding of many properties in the motorsports and action sports, but is almost entirely absent from mainstream team sport, except in team and event ownerships by the market leader Red Bull.

Central deal values for the US-based Bellator mixed martial arts (MMA) organisation have doubled over the past three years as its live television ratings reach new highs.

Soft drinks group Coca-Cola is providing cash fee and promotional support as one of seven sponsors of the Air Race 1 World Cup, a new three-event race series, which launched, June 7, in Monastir, Tunisia.

The Monster energy drink brand’s deal with Kawasaki Team Racing is its first foray into team sponsorship in World Superbike, but follows a far bigger, ongoing investment in MotoGP.

Energy drink brand Monster Energy as a top-tier sponsor of the Kawasaki Racing Team in a two-year deal, from 2015 to 2016.

"Coverage of the deal announcement plays an immediate role in activation. The deal itself can be enough

Global soft drinks group Coca-Cola clinched a second-tier Official Sponsor position for the 2015 Rugby World Cup after competition from a rival drinks brand.

Soft drinks company Coca-Cola has signed a three-year deal with the Deutscher Fussball Bund (DFB), the German football federation. The deal completes the organisation’s sponsorship roster until mid-2015.

International Premier League Tennis (IPTL) received a multi-million dollar sum from regional soft drinks group Coca-Cola India for the title sponsorship rights to the inaugural team tennis series with just weeks to spare before its launch on November 28.

The 2014 National Football League (NFL) International Series will create significantly more media value for its sponsors than the previous series due to a number of factors.

The music was pumping at the London Marriott Hotel in Grosvenor Square, London last night, as the UK Sponsorship Awards rattled through more than 20 award categories and three personality awards as part of the event’s 20th Anniversary celebrations.

Day three of the 2014 IEG Sponsorship Conference started at a round table with director of global partnerships for logistics company UPS, Betsy Wilson.

Soft drinks brand Coca-Cola, razor brand Gillette, financial services company Citigroup and electronics company Sony have shown interest in the McLaren Mercedes F1 Team title sponsorship, but the team may wait until the entry of its new engine partner Honda in 2015 before signing a deal.