Food & Drink
Unilever broadens French Open association with Magnum deal
Unilever-owned ice cream brand Magnum has agreed a three-year deal to become a new partner of the French Open grand slam tennis tournament.
Huddersfield adds drinks partner to commercial portfolio
English Premier League football club Huddersfield Town has entered into a partnership with soft drinks brand Coco Fuzion 100.
Mexican Football Federation partners with Daisy Brand
Dairy products manufacturer Daisy Brand has agreed a sponsorship deal with the Mexican Football Federation (FMF).
Bayern partners with Canadian drinks brand
German Bundesliga football club Bayern Munich has entered into a partnership with Canadian drinks brand OXiGEN.
Dr Pepper extends backing of College Football Playoff
Soft drink brand Dr Pepper has signed a long-term extension to its sponsorship of the College Football Playoff, an annual post-season competition in the US collegiate American football system.
Monster steps up to take lead sponsorship of Professional Bull Riders
Drinks brand Monster Energy has expanded its partnership with Professional Bull Riders to support the organisation’s 25th anniversary tour.
Volvo Ocean Race partners with Bluewater
Water purification company Bluewater has agreed a partnership with the Volvo Ocean Race sailing event.
Herbalife enhances Western Sydney Wanderers deal
Nutrition company Herbalife has upgraded its partnership with the Western Sydney Wanderers to take kit branding rights with the Australian A-League football club.
Yanjing Beer extends backing of CFA Cup
Yanjing Beer has renewed its title sponsorship of the CFA Cup, the Chinese Football Association’s knockout club competition.
Ryder Cup deal imminent for stalled Worldwide Partner plan
The European Tour and PGA of America have signed off on the first new Worldwide Partner deal for the Ryder Cup since February 2013.
Mondelēz extends backing of British Paralympic Association
Multinational snack foods company Mondelēz International has extended its partnership with the British Paralympic Association.
Athletic Bilbao signs Champagne partner
Spanish LaLiga football club Athletic Bilbao has agreed a sponsorship deal with Champagne Ayala.
Taittinger extends association with Fifa World Cup
French Champagne house Taittinger has extended its partnership with world football’s governing body Fifa.
Heineken and Formula One: Interview with Hans Erik Tuijt, director global sponsorships at Heineken International
Sports Sponsorship Insider spoke with Hans Erik Tuijt about Heineken’s learnings, thoughts on the changes to Formula One made under new owners Liberty Media, and goals for next season and beyond.
Sevilla extends with beer partner, signs up Casio
Spanish LaLiga football club Sevilla has renewed its sponsorship deal with beer brand Cruzcampo and has signed a new deal with Japanese consumer electronics company Casio.
Sponsorship in the alcoholic drinks sector, 2017
Research by Sports Sponsorship Insider into the alcoholic drinks sector has generated rights values to 52 out of 336 recorded alcoholic drinks sector sponsorship deals.
Stuttgart extends with Ensinger
German mineral water producer Ensinger has renewed its partnership with VfB Stuttgart, which plays in the country’s top-tier Bundesliga club football competition.
Red Sox replace Budweiser with local brand
US beer brand Samuel Adams has agreed a sponsorship deal with Major League Baseball team the Boston Red Sox.