Food & Drink
Schalke strikes Umbro deal, Veltins extends stadium naming rights
German Bundesliga football club Schalke 04 has extended a naming-rights agreement for its stadium with the Veltins brewery and replaced long-serving kit partner Adidas with rival sportswear manufacturer Umbro.
General Mills and UK tennis: activation case study
US consumer foods group General Mills launched its new Lawn Tennis Association-endorsed Nature Valley protein bar on the day that Andy Murray crashed out of the Aegon Championship at the Queen’s Club in London. But tennis is a long-term play for the group.
Star Sixes signs new partner ahead of kick-off
Bottled water brand Wenlock Spring has agreed a deal to sponsor Star Sixes, a new competition designed to showcase football legends.
Saint-Etienne extends with sleeve sponsor
French Ligue 1 football club Saint-Etienne has renewed its shirt sponsorship agreement with organic food products manufacturer Markal.
Scottish Hockey signs up kit sponsor
Graham’s the Family Dairy has agreed a sponsorship deal with the Scottish Hockey national governing body.
Juventus signs partnership with China’s Ganten Water
Italian Serie A football club Juventus has signed a sponsorship deal with Chinese mineral water firm Ganten Water.
Gambrinus pulls backing of Czech FA over corruption claims
Czech Republic brewery Gambrinus has dropped its sponsorship of the country’s national football team and First League top-tier domestic club competition due to concerns over allegations of corruption.
FAI teams up with Rustlers
The Football Association of Ireland has entered into a partnership with burger producer Rustlers.
Borussia Dortmund signs beer partner for Chinese market
German Bundesliga football club Borussia Dortmund has entered into a partnership with beer brand Würenbacher.
Real Madrid signs Chinese partner
Chinese dairy products manufacturer Yili Group has entered into a partnership with Spanish LaLiga football club Real Madrid.
Angers SCO signs new shirt sponsor
French Ligue 1 football club Angers SCO has named poultry products manufacturer Le Gaulois as its new main partner.
Beer partner signs up for Rugby League World Cup
Food and beverages company Lion has agreed a sponsorship deal with organisers of this year’s Rugby League World Cup, through which its XXXX Gold brand will serve as the official beer of the national team tournament.
Columbia Winery signs up with MLB’s Mariners
Major League Baseball franchise the Seattle Mariners has agreed a partnership with Washington-based Columbia Winery.
Veuve Clicquot to sponsor Champions Trophy, Women’s World Cup
French champagne brand Veuve Clicquot has agreed a deal with the International Cricket Council to sponsor this summer's Champions Trophy and Women’s World Cup events.
Manchester City signs up US beer partner
English Premier League football club Manchester City has entered into a partnership with St Killian Importing, the exclusive US importer of Danish brewing company Carlsberg.
Euroleague adds Powerade, Samsung to commercial portfolio
Euroleague Basketball, which organises continental club competitions in Europe, has secured partnerships with Coca-Cola Company-owned isotonic drinks brand Powerade and Korean electronics giant Samsung.
ICC adds more drinks partners for Champions Trophy
Golden Ale from Guinness, Pimm’s and Aspall have been named as the official ale, spirits and cider partners, respectively, of the International Cricket Council’s upcoming Champions Trophy one-day international event, which will take place in England and Wales.
Euroleague agrees double deal with Turkish partners
Euroleague Basketball, which operates continental club competitions in Europe, has entered into a new partnership with Turkish dairy products manufacturer SEK and has extended its deal with banking group Odeabank.