Food & Drink
Anheuser-Busch extends with Kansas City Chiefs
The NFL’s Kansas City Chiefs has extended its exclusive partnership agreement with beer group Anheuser-Busch and its Bud Light brand.
Heineken looks to millennials and Gen-Zs in new Formula E deal
Heineken has invested significantly in a five-year Official Partner deal with Formula E, targeting the sport's growing fan base among millennial and Gen-Z consumers
Coca-Cola to brand McLaren car in F1 first
The Coca-Cola Masterbrand will appear on the livery of the McLaren Formula One team as part of a new agreement between the two organisations for the rest of the season
Ganten Water adds FIVB to international sponsorship roster
Chinese mineral water brand Ganten Water has added a four-year partnership with the International Volleyball Federation (FIVB) to its growing portfolio of international properties.
Heineken gets pouring with Formula E as new Official Partner
Dutch beer brand Heineken has inked a new global deal with Formula E as the championship’s exclusive beer partner.
Luzhou Laojiao’s Australian Open fee in A$100m ‘ballpark’
Tennis Australia’s chief revenue officer Richard Heaselgrave has revealed that the new partnership with Chinese drinks brand Luzhou Laojiao is “definitely within the ballpark” of the sum paid by major…
Australian Open signs up major Chinese drinks partner
The Australian Open Grand Slam tennis tournament has landed the largest Chinese sponsorship deal in the event's history by signing a long-term partnership deal with leading Chinese spirits brand Luzhou…
Conor McGregor offsets UFC loss, renews with Monster, signs with Reebok
Mixed martial arts fighter Conor McGregor signed a pair of new sponsorship deals ahead of his comeback fight against Khabib Nurmagomedov last Friday.
Peroni adds Serie A rivals to sponsorship portfolio
Italian brewing company Peroni has furthered its Serie A partnership portfolio by agreeing deals with city rivals Genoa and Sampdoria
Australian Open ends deal with wine partner
Wine maker Jacob’s Creek has opted to end its long-running sponsorship of the Australian Open tennis grand slam.
New Amsterdam Vodka drinks to huge inventory in new NHL deal
The National Hockey League has signed its first ever vodka partnership with US spirits brand New Amsterdam Vodka
Shamrock Farms steps up University of Arizona backing
Family-owned dairy products manufacturer Shamrock Farms has expanded its long-running partnership with the University of Arizona through a new agreement with its athletics division
Calcium-rich mineral water brand signs up with Inter
Italian mineral water Sangemini has signed with Serie A club Inter Milan as its Official Water for the next three seasons
Brahma beer renews partnership with Santos FC
Brazilian beer Brahma has renewed its partnership with Santos FC, the former home of both Pelé and Neymar, until the end of the 2018-19 season.
Derby sets up United clash with sleeve sponsorship
English Championship football club Derby County has signed up Dutch brewery Bavaria as its first ever sleeve sponsor
AB InBev wins rights to put NBA and MLB stars in beer ads
Budweiser parent company AB InBev has overcome decades of opposition to the use of athletes in beer commercials, after signing two new marketing deals with the NBA and MLB players associations.
Vodka brand hits global market with UFC deal
The UFC has signed its first ever ‘Official Vodka Partner’ in the form of best-selling Ukraine-based vodka brand Nemiroff.
Rum deal signed by Blackheart with UFC in US market
UFC has signed a US-only partnership with Blackheart Premium Spiced Rum – making the distilled spirits brand the MMA organisation’s first 'Official Rum'.