Food & Drink
Tampa Bay Rays replace Pepsi with Coca-Cola
Major League Baseball team the Tampa Bay Rays has entered into a partnership with Coca-Cola after opting to end an agreement with rival soft drinks manufacturer PepsiCo.
Dallas Stars partner with frozen yoghurt firm
Frozen yoghurt vending company Reis & Irvy’s has signed an innovative sponsorship deal with NHL ice hockey team the Dallas Stars.
The Open signs whisky partner
Scotch whisky distiller Loch Lomond Group has entered into a partnership with golf’s Open Championship.
Yenda signs as official beer of Rugby Australia, Super Rugby
Australian Beer Company has agreed a deal for its Yenda beer brand to become a partner of Rugby Australia, the country’s governing body for rugby union, as well as the Super Rugby southern hemisphere club competition.
Snapple signs MLB partnership
North America’s Major League Baseball has agreed a sponsorship deal with soft drinks brand Snapple.
Kings XI Punjab secures new main sponsor
Indian Premier League Twenty20 cricket franchise Kings XI Punjab has named water purification company Kent RO as its new main sponsor.
New York Rangers partner with Jägermeister
Liqueur company Jägermeister has entered into a partnership with the Madison Square Garden Company, through which it will sponsor NHL ice hockey team the New York Rangers.
Nigeria Football Federation continues sponsor drive with Cadbury deal
The Nigeria Football Federation has entered into a partnership with confectionery products manufacturer Cadbury.
PepsiCo extends Champions League partnership
US multinational food and beverage corporation PepsiCo has renewed its sponsorship of the Uefa Champions League club football competition.
Juventus signs Chinese firm as global tyre partner
Italian Serie A football club Juventus has agreed a sponsorship deal with Chinese tyre manufacturer Linglong.
RB Leipzig renews with beer partner
German beer brand Krostitzer has renewed a partnership with RB Leipzig, which plays in the country’s Bundesliga top-tier club football competition.
Drinks brands sign up to sponsor Kentucky Derby
US horse-racing event the Kentucky Derby has signed a two-year sponsorship deal with Mexican beer brand Corona Extra, along with another agreement with cider brand Angry Orchard.
Nigeria Football Federation signs latest sponsor
The Nigeria Football Federation has entered into a partnership with Nigerian Breweries.
Polish FA teams up with Coca-Cola
The Polish Football Association (PZPN) has agreed a sponsorship deal with soft drinks manufacturer Coca-Cola.
PepsiCo continues as major NHL partner
North American ice hockey league the NHL has extended its partnership with US multinational food and beverage corporation PepsiCo.
Nigerian Football Federation signs up Coca-Cola
Soft drinks manufacturer Coca-Cola has agreed a partnership with the Nigerian Football Federation.
Monster Energy extends UFC partnership
The Ultimate Fighting Championship mixed martial arts series has renewed its global partnership with drinks brand Monster Energy.
Coca-Cola refreshes Nascar, ISC deals
Soft drinks producer Coca-Cola has renewed its sponsorship agreements with North American stock car-racing series Nascar and the International Speedway Corporation.