Food & Drink
M&M’s land shirt sponsorship rights for Juventus Women
Italian Serie A football club Juventus has extended and expanded its partnership with Mars, with the US food products manufacturer set to receive shirt sponsorship rights for the Turin giant’s women’s tea…
Monster Energy renews with Bellator MMA
US energy drink brand Monster Energy has renewed its Global Partner deal with US-based mixed martial arts organisation Bellator
Philip Morris to further smoke-free drive with MotoGP extension
US cigarette and tobacco company Philip Morris International has extended its partnership with the MotoGP motorcycling championship, with the deal set to be aligned to continue its drive to promote smoke-free…
EXCLUSIVE: Budweiser replaces Carling at Premier League, EA Sports renews
EA Sports has renewed its lead partner deal with the Premier League, SportBusiness Sponsorship has learned.
The new deal will cover two cycles, running from 2019-20 to 2024-25
UFC gets new Official Beer, renews with Monster Energy
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.
Champagne Carbon keeps pouring at Formula One
Formula One has extended its podium sponsorship with Champagne Carbon, one of the world’s most expensive champagnes.
Lazio signs coffee partner
Italian Serie A football club Lazio has signed a sponsorship deal with coffee brand Caffè Mamanero.
Heineken extends partnership with Brazilian Rugby Confederation
Dutch beer brand Heineken has extended its partnership with the Brazilian Rugby Confederation until 2020
England Rugby teams up with Majestic Wine
England’s Rugby Football Union has agreed a deal for Majestic Wine to become the official wine merchant of England Rugby and Twickenham Stadium.
Cherry drink brand extends ESPN Events college sports deal
Cherry juice products brand Cheribundi is extending its sponsorship with ESPN Events by adding seven College Football Bowl Games and six NCAA early-season college basketball events to its sponsorship roster…
Lavazza makes Premier League debut, signs with Arsenal, Liverpool
Italian coffee brand Lavazza has made its first entry into Premier League sponsorship, after striking new deals with two of the league’s biggest clubs.
Bitburger pours extension with local Bundesliga club
German Bundesliga football club Mainz 05 has agreed a two-year extension to its partnership with brewery Bitburger
McDonald’s quits German football, doubles down on esports
US fast food chain McDonald’s has followed carmaker Mercedes-Benz by quitting German football to focus on esports sponsorship.
Lavazza launches Premier League debut, signs with Arsenal, Liverpool
Italian coffee brand Lavazza has made its first entry into Premier League sponsorship, after striking new deals with two of the league’s biggest clubs.
Rich Energy clinches Title Sponsor deal with Haas F1 Team
British energy drink brand Rich Energy has inked a new multi-year deal as Title Sponsor of the Haas Formula One Team
Heineken most memorable brand in Uefa Champions League, says report
A new report has named Dutch beer brand Heineken as the most memorable sponsor of the Uefa Champions League.
According to Spanish news site Expansion
NBA signs Spanish-focused sponsorship deal
North American basketball league the NBA has agreed a strategic partnership for the Spanish market with fresh fruit producer Fresón de Palos.
Vittel refreshes Tour de France deal
Mineral water brand Vittel has struck a five-year extension to its partnership with ‘Grand Tour’ cycling event the Tour de France.