Food & Drink
Xyience returns to back International Champions Cup
Energy drinks brand Xyience has renewed its sponsorship of the International Champions Cup pre-season football tournament.
New Zealand women’s rugby team lands first standalone sponsorship
Light-grain bread brand Molenberg has agreed a partnership with New Zealand Rugby, through which it will become a major sponsor of the women’s national team.
Chicago White Sox team up with Budweiser
Major League Baseball team the Chicago White Sox has agreed a sponsorship deal with US beer brand Budweiser.
Hertha Berlin partners with local beer brand
German Bundesliga football club Hertha Berlin has entered into a partnership with beer brand Berliner Kindl.
ELeague partners up with rum brand
ELeague, the esports organisation operated by US media company Turner and the IMG agency, has signed a sponsorship deal with The Kraken Black Spiced Rum.
Porto agrees renewed deal with main sponsor
Portuguese Primeira Liga football club FC Porto has renewed its partnership with beer brand Super Bock.
Wolf Blass becomes ICC global partner
The International Cricket Council has entered into a partnership with Australian winemaker Wolf Blass.
Celta Vigo signs stadium partner, renews with shirt sponsor
Spanish LaLiga football club Celta Vigo has named financial services company Abanca as its new stadium naming rights partner, while it has also extended its shirt sponsorship deal with Spanish brewery Hijos de Rivera.
Heineken returns to support rugby’s Champions Cup
Dutch brewing company Heineken has returned to back European rugby union’s top club competition with the announcement that it will become the headline sponsor of the Champions Cup.
Lavazza retains French Open in grand slam set
Italian coffee company Lavazza has renewed its sponsorship of the French Open grand slam tennis tournament.
Tottenham claims first with microbrewery partnership
English Premier League football club Tottenham Hotspur’s new stadium will feature its own microbrewery through a partnership between the team and Beavertown Brewery.
French Football Federation signs latest sponsorship extension
The French Football Federation has extended its partnership with French biscuits brand Belin.
Ascot signs trio of sponsor renewals
Ascot Racecourse has renewed sponsorship agreements with coffee brand Lavazza, jeweller Garrard and mineral water brand Harrogate Water.
Coca-Cola continues backing of French Football Federation
The French Football Federation has renewed its partnership with soft drinks company Coca-Cola.
Strathmore to support Glasgow 2018 European Championships
The Strathmore water brand has been unveiled as an official partner of the Glasgow 2018 European Championships.
Budweiser’s World Cup spend to drive sales and share of voice
AB InBev’s activation spend on its official beer sponsorship of the upcoming Fifa World Cup in Russia will be the beer group’s biggest yet – commensurate with the importance of the event as a showcase of the Budweiser brand.
Title sponsors secured for MotoGP, WorldSBK rounds
Italian power equipment company Pramac has been unveiled as the title sponsor of this year’s German MotoGP round, while Italian wine brand Prosecco DOC has agreed a similar deal with the UK leg of rival motorcycling series the Superbike World Championship (WorldSBK).
French Football Federation extends with Brioche Pasquier
The French Football Federation has renewed its sponsorship deal with bakery group Brioche Pasquier.