Food & Drink
Font Vella to sponsor Team Queso, x6tence, Mad Lions, Vodafone Giants
Spanish bottled water brand Font Vella has signed a quartet of new partnerships with four Spanish esports teams
Coppercraft Distillery augments growth plans with Detroit Tigers deal
Major League Baseball franchise the Detroit Tigers has agreed a multi-year sponsorship deal with Coppercraft Distillery
Corona Premier teams up with golf’s US Open
Beer brand Corona Premier has signed a multi-year deal to sponsor the US Open golf tournament
Venucia, Hi-Tiger back Fiba World Cup
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.
Red Bull expands global football empire, takes over at Bragantino
Austrian energy drink brand Red Bull has expanded its global club football empire through a major deal with second-tier Brazilian side Atlético Bragantino.
Minnesota United secures PepsiCo deal for Allianz Field
Minnesota United FC has continued its recent success in securing sponsors with the announcement of a partnership with PepsiCo
Coca-Cola signs as first non-endemic Global Partner of Overwatch League
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.
Coca-Cola extends long-term backing of Belgian FA
The Royal Belgian Football Association (KBVB) has signed a four-year extension to its partnership with soft drinks manufacturer Coca-Cola
LA Galaxy taps local market power with El Silencio spirits deal
Los Angeles-based El Silencio has become the first mezcal brand to strike a partnership deal with a professional sports team in the US
Coca-Cola extends with McLaren F1 in multi-brand campaign
Coca-Cola has extended its partnership with the McLaren Racing team for the 2019 Formula One season, after a successful pilot programme in 2018
FIA chief backs WHO moves against tobacco company sponsorship
The World Health Organisation has thrown the spotlight on tobacco company partnerships with motorsports teams in a statement urging governments to enforce bans on tobacco advertising at sporting events
Professional Fighters League pins down AB InBev deal
US mixed martial arts promotion the Professional Fighters League has agreed a multi-year partnership with global brewing company Anheuser-Busch InBev
Red Bull partners with League of Legends European Championship
Energy drinks brand Red Bull has signed up as the latest partner for esports series the League of Legends European Championship
BAT drops McLaren branding for Australian Grand Prix
McLaren Racing Formula One team has confirmed that British American Tobacco (BAT) will sit out the season-opening Australian Grand Prix this weekend
Comeback Kings retain full roster, MS Dhoni drives business
Indian Premier League franchise the Chennai Super Kings has changed just one sponsor from last year’s championship-winning season, with the rest of its roster tied up almost entirely until 2020.
Mission Winnow to brand Scuderia Ferrari after Australian GP
US tobacco giant Philip Morris International has confirmed that ‘Mission Winnow’ will continue as title partner of the Ferrari F1 team for 2019, despite being removed for this weekend’s season-opening Austr…
Budweiser to sponsor England women’s football team
Beer brand Budweiser has secured a deal with the Football Association (FA) to become an Official Partner of the England women’s team.
Fina seals global deal with NongFu water brand
Fina, the global governing body of aquatic sports, has signed a partnership with Chinese mineral water brand NongFu Spring