Food & Drink
Coca-Cola Amatil extends with PGA of Australia
The PGA of Australia has extended its partnership with Coca-Cola Amatil (CCA) for another three years until 2021
LaLiga signs Americas-focused deal with Gatorade
LaLiga, organising body of the top two divisions of Spanish club football, has agreed a partnership with sports-themed drinks and food products manufacturer Gatorade, focused on four markets in the Americas
Afghanistan signs Amul as main sponsor for Cricket World Cup
The Afghanistan Cricket Board has agreed a deal for Indian dairy company Amul to become the main sponsor of its national team
Orioles partner up with PepsiCo
Major League Baseball franchise the Baltimore Orioles has signed a new partnership with food, snack and beverage manufacturer PepsiCo
FIGC fights negative trend in sponsorship revenues from weak position
Italian FA (FIGC) set to earn €37m from sponsorship rights in 2019
Top Partner deals renewed this month with Eni and Tim
Overwatch League signs first Official Beer partnership with AB InBev
US drinks conglomerate AB InBev has signed a new partnership with game publisher Activision Blizzard, owner of global esports property the Overwatch League
Veuve Clicquot signs on for Cricket World Cup
French Champagne house Veuve Clicquot has agreed a partnership with the International Cricket Council to sponsor the 2019 World Cup
McLaren Racing adapts to corporate aims of BAT, Coca-Cola
Formula One team McLaren Racing has raised more than £10m (€11.6m/$12.9m) through new deals with British American Tobacco and US soft drink giant Coca-Cola, according to industry sources.
The Ocean Race targets sustainability with Bluewater deal
The Ocean Race sailing event has signed a new partnership with Swedish water company Bluewater.
The deal names Bluewater as the Official Drinking Water Provider of the 2021-22 event
China’s Harbin Brewery to sponsor League of Legends Pro League
Chinese beer brand Harbin Brewery has signed as the latest sponsor of China’s League of Legends Pro League (LPL).
Minsk Soft Drink Company partners up with European Games
The local organising committee for the 2019 European Games has agreed a partnership with the Minsk Soft Drink Company
Burger King makes Spanish esports debut with x6tence
US fast food chain Burger King has struck its first esports partnership in Spain with local team x6tence
PepsiCo links up with Indianapolis Motor Speedway
PepsiCo Inc. has signed a new multi-year partnership with Indianapolis Motor Speedway (IMS)
Camarena Tequila lines up Gold Cup deal
Camarena Tequila, a brand of US winery E&J Gallo, has agreed a partnership with the 2019 Gold Cup national-team football tournament
CHR series to transform UK racing’s sponsorship landscape – agency
A new team-based horse racing series will help the sport shed its traditional ‘boots and Barbour’ image in the UK and attract sponsors from outside the dominant alcohol and gambling sectors, a leading age…
Instacup backs Minsk’s European Games
Tea and coffee products manufacturer Instacup has agreed a deal to sponsor this year’s edition of the European Games multi-sport event in Minsk, Belarus.
Nascar rejects Monster Energy extension to focus on multi-partner model
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.
Coca-Cola lands naming rights to new Dubai arena
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