Food & Drink
Cricket Australia replaces CUB with Lion
Cricket Australia has unveiled food and beverages company Lion as its new beer partner after ending its long-running association with Carlton & United Breweries.
Pyeongchang 2018 signs latest domestic sponsor
The Pyeongchang Organising Committee for the 2018 Olympic and Paralympic winter Games (POCOG) has entered into a partnership with Korean rice products manufacturer Cheorwon Odae-ssal.
Chinese Super League partners with brewery
The Chinese Super League, the top tier of club football in the country, has agreed a sponsorship deal with the Jiangsu Yanghe brewery.
Caribbean Premier League signs Carib Beer as new partner
Trinidad-headquartered brewery Carib has signed up as the latest new sponsor of the Caribbean Premier League Twenty20 cricket competition.
Wolf Blass partners with Rugby League World Cup
Australian winery Wolf Blass has signed on as the latest sponsor of this year’s Rugby League World Cup.
Real Madrid extends with beer partner
Spanish LaLiga football club Real Madrid has renewed its long-running partnership with beer brand Mahou Cinco Estrellas.
NRL’s Roosters renew with major partner
Australian NRL rugby league club Sydney Roosters has extended its partnership with poultry food products manufacturer Steggles.
Gatorade extends Copa Libertadores partnership
PepsiCo-owned isotonic drinks brand Gatorade has extended its sponsorship deal with South American club football competition the Copa Libertadores.
Independent Liquor gets behind Rugby League World Cup in New Zealand
New Zealand-based alcoholic beverages group Independent Liquor has agreed a deal to sponsor the 2017 Rugby League World Cup, which its home country will co-host alongside Australia and Papua New Guinea.
Whyte & Mackay backs British & Irish Lions
Whisky brand Whyte & Mackay has agreed a deal to sponsor the British & Irish Lions rugby union team.
Gatorade continues AFL partnership, extends backing to women’s league
PepsiCo-owned isotonic drinks brand Gatorade has extended its partnership with the AFL Aussie rules football league.
MLB’s White Sox secure new beer partner
Mexican beer brand Modelo Especial has entered into a multi-year partnership with Major League Baseball’s Chicago White Sox.
FAI signs snack partner
The Football Association of Ireland has entered into a multi-year partnership with snack foods producer Fulfil.
Liverpool partners with local beverage firm
English Premier League football club Liverpool has entered into a partnership with Halewood Wines and Spirits.
Title sponsor unveiled for World Cup of Gymnastics
Isotonic sports drinks producer iPro Sport has been announced as the title sponsor of the upcoming World Cup of Gymnastics.
Hershey’s agrees NCAA extension
The Hershey Company, a confectionery producer, has penned an extension to its partnership with the National Collegiate Athletic Association.
Copa Libertadores teams up with Amstel
Dutch brewery Amstel has agreed a deal to sponsor the Copa Libertadores, Latin America’s premier club football knockout competition.
Tanduay Rum signs with NBA’s Nets, Barclays Center
Philippines-based Tanduay Rum has agreed a partnership with the Brooklyn Nets and the NBA basketball team’s Barclays Center home arena.