Food & Drink
Red Bull extends backing of Serie B
The Italian Serie B, the second tier of domestic club football, has renewed its sponsorship deal with energy drinks manufacturer Red Bull
Guinness confirmed as Six Nations title sponsor
Irish beer brand Guinness has today (Friday) been confirmed as the new title sponsor of the Six Nations rugby union competition
Beverage group returns to back CBA team
Alcoholic beverages manufacturer Shanxi Fenjiu has agreed a three-season deal to title sponsor Shanxi Brave Dragons, a team that competes in the Chinese Basketball Association, the top tier of the sport…
Fratelli Beretta adds sleeve rights to Torino sponsorship package
Food company Fratelli Beretta has furthered its commitment to Torino by agreeing to take on sleeve sponsorship rights for the Italian Serie A football club
Formula E toasts Moët & Chandon partnership
Electric car-racing championship Formula E has agreed a partnership with French winery Moët & Chandon.
Golden State Warriors uncork Silver Oak deal
NBA basketball franchise the Golden State Warriors has agreed a partnership with Californian winery Silver Oak
Red Bull teams up with 100 Thieves
Esports organisation 100 Thieves has signed a partnership with energy drinks manufacturer Red Bull
Coca-Cola supports Hockey World Cup
Soft drinks brand Coca-Cola has agreed a partnership with the 2018 Hockey Men’s World Cup, which commenced in Bhubaneswar, India yesterday (Wednesday).
England Netball teams up with Nike, signs kit sponsor
The England Netball national governing body has signed partnerships with US sportswear company Nike and fruit brand Jaffa
ICC signs major partnership with craft beer brand
The International Cricket Council has entered a global partnership with Indian craft beer brand Bira 91
Euroleague Basketball adds Rioja as sponsor
Euroleague Basketball has entered into a partnership with the Spanish wine region of Rioja.
As part of the agreement, Rioja will serve as a main sponsor of the EuroLeague and EuroCup competitions
Coca-Cola to share coffee products category with Ajinomoto at Tokyo 2020
Coca-Cola Japan and Japanese food company Ajinomoto have expanded their sponsorships of the Tokyo 2020 Olympic and Paralympic Games to include a newly-added business category around coffee products
Paris Saint-Germain renews with Coca-Cola
Ligue 1 club Paris Saint-Germain has renewed its partnership with US soft drinks company Coca-Cola.
Under the new deal, Coca-Cola will be an Official Supplier of PSG until the end of the 2020-21 season
Rangers utilise Liverpool connections with new partnership
Scottish Premiership football club Rangers has agreed a partnership with spirits brand Liverpool Gin
Maison Mumm returns as America’s Cup partner
Champagne brand Maison Mumm has entered into a partnership with America’s Cup ahead of the 36th edition of the sailing event.
Inter partners up with Gatorade
Italian Serie A football club Inter Milan has signed a sponsorship deal with isotonic sports drink brand Gatorade.
The two-year deal will cover the 2018-19 and 2019-20 seasons
McDonald’s quits German football sponsorship, refocuses on esports
US fast food chain McDonald’s has quit German football sponsorship to focus on esports, following a similar path taken by carmaker Mercedes-Benz last year.
Jack Daniel’s furthers NBA ties with Hornets deal
Whiskey brand Jack Daniel’s has agreed a new partnership with NBA basketball franchise the Charlotte Hornets.