Food & Drink
XXXX Gold rekindles Commonwealth Games partnership
Food and beverages company Lion has agreed a deal for its beer brand XXXX Gold to sponsor the 2018 edition of the Commonwealth Games multi-sport event, which will take place in Australia’s Gold Coast region.
England and Great Britain Hockey signs water partner
Mineral water producer Harrogate Water has entered into a partnership with England and Great Britain Hockey.
C’estbon backs AFC club competitions
Chinese bottled water brand C’estbon has agreed a deal to sponsor the Asian Football Confederation’s (AFC) club programme.
Juventus secures new coffee partner
Italian espresso producer Segafredo Zanetti has entered into a partnership with Juventus, which plays in the country’s Serie A top-tier club football competition.
Corona supports McGregor v Mayweather
Mexican lager brand Corona Extra has become the official beer sponsor of the clash between boxer Floyd Mayweather and mixed martial arts fighter Conor McGregor.
Bundesliga clubs attract sleeve sponsors
German Bundesliga football clubs Augsburg, Bayer Leverkusen, Hamburg and VfL Wolfsburg have signed sleeve sponsorship deals with Baramundi Software, property management company Westminster-Gruppe, the Popp Feinkost delicatessen, and logistics company UPS, respectively.
Milo backs Rugby League World Cup in Papua New Guinea
Drinks products manufacturer Milo has been named as an official partner of this year’s Rugby League World Cup in Papua New Guinea.
CUB extends NRL partnership
Carlton & United Breweries (CUB) has renewed its long-running partnership with Australia’s National Rugby League.
Cagliari lands new shirt sponsor
Mussel farming company Nieddittas has agreed a shirt sponsorship deal with Italian Serie A football club Cagliari.
Prosecco DOC adds German race to WorldSBK partnership
Italian wine brand Prosecco DOC has expanded its partnership with the Superbike World Championship (WorldSBK) by title sponsoring this month’s German round of the motorcycling series.
Heinz signs up with NFL’s UK arm
Multinational confectionary, food and beverage company Heinz has entered into a partnership with the UK division of the NFL American football league.
RB Leipzig renews with drinks partner, Werder Bremen signs new sponsor
RB Leipzig has extended its partnership with fruit juice producer Rauch, while fellow German Bundesliga football club Werder Bremen has agreed a sponsorship deal with shoe care brand Collonil.
Tooheys rekindle ties with NSW Blues
Australian rugby league team the New South Wales Blues has agreed a sponsorship deal with Sydney-based brewery Tooheys.
Juventus lands energy drinks partner
Italian Serie A football club Juventus has entered into a partnership with energy drinks brand Beebad.
BrewDog signs up first US sports partner
The BrewDog USA division of the UK brewery has linked up with the Columbus Blue Jackets NHL ice hockey franchise to launch its first sports partnership in the US.
Powerade backs Caribbean Premier League
Coca-Cola Company-owned isotonic drinks brand Powerade has been named as the official hydration sponsor of this year’s edition of the Caribbean Premier League Twenty20 cricket competition.
Sri Lanka Cricket teams up with Coca-Cola
Soft drinks manufacturer Coca-Cola has entered into a partnership with the Sri Lanka Cricket national governing body.
Champagne returns to Formula One podiums
Champagne Carbon has agreed a deal to become an official supplier of the Formula One motor-racing championship.