Drinks - Soft Drinks

Latest Features

The joint Olympic sponsorship deal struck by the Coca-Cola Company and Chinese dairy company Mengniu is the largest sponsorship deal in history.

PepsiCo's Gatorade sports drink brand will pay a fee in the low hundred thousands of euros to sponsor LaLiga in four Central American countries, according to industry sources

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. 

VfL Wolfsburg has signed a five-year partnership with Dutch isotonic drinks manufacturer OSONYQ

Brazilian soft drinks brand Guarana Antarctica has renewed its partnership with the Brazilian Football Confederation (CBF) for eight more years

German Bundesliga football club Borussia Dortmund has agreed new partnerships with banking group Comdirect and IT security specialist ESET, along with extending its deal with beverages manufacturer Coca-Cola

English Premier League football club Southampton has signed a sponsorship deal with sports hydration brand Wow Hydrate

Features

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.

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.