Food & Drink
NFL’s Titans sign up Ole Smoky as new sponsor
NFL American football franchise the Tennessee Titans has secured a partnership with local moonshine distiller Ole Smoky Distillery.
Chelsea strengthens African ties with double deal
English Premier League football club Chelsea has agreed sponsorship deals with Nigerian beer brand Star and Unilever-owned antiperspirant Rexona.
New Orleans Pelicans seal Coca-Cola partnership
NBA basketball team the New Orleans Pelicans has entered into a partnership with soft drinks manufacturer Coca-Cola.
NBA teams up with French drinks brand
North American basketball league the NBA has agreed a sponsorship deal with French isotonic sports drinks brand Heroic Sport.
Chelsea extends deal with Singha
Thailand-based beer brand Singha has renewed its partnership with English Premier League football club Chelsea.
NHL’s Red Wings, Sharks secure new partners
The Detroit Red Wings has entered into a partnership with wholesale insurance broker and underwriting manager Burns & Wilcox, while rival NHL ice hockey franchise the San Jose Sharks has struck a deal with the Miner Family Winery.
Heineken backs Spanish rugby league
Dutch brewing company Heineken has agreed a deal to become the title sponsor of the top division of Spanish rugby union.
Powerade partners with Rugby League World Cup
Isotonic drinks brand Powerade has agreed a deal to become an official partner of the 2017 Rugby League World Cup.
MLS signs wine sponsor
Major League Soccer has signed a multi-year sponsorship deal with Excelsior Wines, North America’s largest importer of South American wines.
BWT Aqua backs Swiss Ice Hockey Cup
Water treatment and technology systems manufacturer BWT Aqua has agreed a deal to sponsor the Swiss Ice Hockey Cup.
Erdinger extends backing of IBU World Cup
German brewery Erdinger Weißbräu has renewed its partnership with the International Biathlon Union for its World Cup series.
ECB signs up Rubicon, extends with Kia
The England and Wales Cricket Board has agreed a sponsorship deal with soft drinks manufacturer Rubicon and extended its partnership with Korean automotive manufacturer Kia Motors.
Juventus pens deal with M&M’s
Mars-owned chocolate brand M&M’s has entered into a partnership with Italian Serie A football club Juventus.
Quilmes steps in to replace Axion as Superliga sponsor
Argentinian beer brand Quilmes has replaced energy company Axion as the title sponsor of the Superliga Argentina, the new top tier of domestic club football.
NBA China signs up whisky partner
The Chinese division of North American basketball league the NBA has agreed a sponsorship deal with Scotch whisky brand Chivas.
Ashgabat 2017 gets local backing
Local egg and poultry farming company Hoszaman has signed up as the latest sponsor of the 2017 Asian Indoor and Martial Arts Games, which gets underway in Ashgabat, Turkmenistan later this month.
Ferrari renews long-standing Philip Morris partnership
US cigarette and tobacco company Philip Morris International has extended its long-running partnership with Formula One motor-racing team Ferrari.
NHRA renews long-standing Mello Yello sponsorship
North American motorsport organisation the National Hot Rod Association (NHRA) has extended its partnership with soft drinks brand Mello Yello.