Food & Drink
Kuala Lumpur Sports City signs drinks partner
Malaysian isotonic drinks brand 100Plus has agreed a deal to become the official beverage partner of the Kuala Lumpur Sports City complex.
UCI WorldTour team brings in new title sponsor
UCI WorldTour cycling team Orica-Scott will be known as Mitchelton-Scott from next year after a naming-rights deal was signed with Australian winery Mitchelton.
NHL signs new partner for Canadian market
Yoghurt brand Oikos has agreed a Canada-focused sponsorship deal with the NHL ice hockey league.
Malaysian FA teams up with Yakult
The Football Association of Malaysia has entered into a partnership with probiotic dairy products manufacturer Yakult.
Activation Tracker: Activation trends in the alcoholic drinks sector
Boca Raton Bowl unveils new title sponsor
Fruit juice company Cheribundi Tart Cherry has become the new title sponsor of the Boca Raton Bowl US college American football game.
City adds Gatorade to Global Partners as revenues soar
Gatorade, the sports drink brand owned by PepsiCo, became the Official Sports Nutrition Partner of English Premier League club Manchester City in a multi-season deal.
French companies rally behind home Ryder Cup
A group of leading French companies have agreed to become official suppliers of the 2018 edition of golf’s Ryder Cup, which will take place at Le Golf National near Paris.
Philadelphia 76ers land first international partner
NBA basketball franchise the Philadelphia 76ers has agreed a sponsorship deal with Australian meat products manufacturer Four’N Twenty.
Coca-Cola replaces PepsiCo as Kentucky Derby sponsor
Soft drinks manufacturer Coca-Cola has been unveiled as an official sponsor of US horse-racing showpiece the Kentucky Derby.
Manchester United signs up new coffee partner
English Premier League football club Manchester United has entered into a multi-year partnership with Germany-based coffee company Melitta.
Peroni partners with Roma to launch new beer brand
Italian Serie A football club AS Roma has entered into a partnership with Lombardy-based brewery Peroni.
Wrigley steps up Big Bash backing
Chewing gum brand Wrigley has upgraded its sponsorship of the Big Bash League to become a an official partner of the Australian Twenty20 cricket competition.
Otsuka returns to back Asian Games
Japanese pharmaceutical firm Otsuka has renewed its sponsorship of the Asian Games ahead of the 2018 edition of the multi-sport event, which will be held in the Indonesian capital of Jakarta and Palembang.
Tough Mudder, Spartan sign new partners
Obstacle course series Tough Mudder and Spartan have agreed sponsorship deals with sports beverage company Kill Cliff and health club chain 24 Hour Fitness, respectively.
RFU renews Guinness partnership
Irish beer brand Guinness has extended its partnership with England’s Rugby Football Union.
PepsiCo adds Chase Center to Warriors sponsorship
US multinational food and beverage corporation PepsiCo has expanded its partnership with the Golden State Warriors to include sponsorship of Chase Center, the future home of the NBA basketball team.
Manchester City secures Gatorade deal
PepsiCo-owned isotonic drinks brand Gatorade has agreed a global partnership with English Premier League football club Manchester City.