Food & Drink

Italian Serie A football club Juventus has extended its partnership with Dutch multinational human resources company Randstad and agreed a sponsorship deal with dried and dehydrated fruits brand Noberasco.

The main shirt sponsorship deal agreed this month between top Brazilian club Flamengo and Thai energy drinks brand Carabao bucks one trend in the country’s football sponsorship market, in being a long-term deal.

Coffee brand Nespresso has renewed its sponsorship deal with sailing outfit Team New Zealand.

Energy drinks manufacturer Osotspa has agreed a sponsorship deal with the Football Association of Thailand.

Euroleague Basketball, which operates continental club competitions in Europe, has entered into a regional partnership in Spain with meat and cold cut producer Oscar Mayer.

Major League Baseball franchise the Chicago Cubs has entered into a partnership with bourbon whiskey brand Jim Beam.

Coffee and baked goods chain Dunkin’ Donuts has bolstered its sports portfolio by entering into a partnership with the Philadelphia 76ers NBA basketball team.

PepsiCo-owned water brand Aquafina has agreed a deal with the NFL to serve as the presenting sponsor of the 2017 edition of the American football league’s Pro Bowl event.

UK winemaker Chapel Down has entered into a partnership with The Boat Race Company, which organises the annual rowing races between the English universities of Oxford and Cambridge.

Campeonato Brasileiro Serie A football club Flamengo has agreed a lucrative shirt sponsorship deal with energy drinks company Carabao, according to multiple reports.

The US Ski and Snowboard Association has extended its partnership with almond processing company Blue Diamond.

The new title sponsor agreement between energy drink brand Monster Energy and the Nascar open wheel racing series for its top competition was described this month as a “steal” by motorsports marketing experts, after the organisation took a hit on the value of its top position.

Formula One motor-racing team Force India has entered into a partnership with Diageo-owned whisky brand Johnnie Walker, according to multiple reports.

Nascar has confirmed that its premier series will be officially known as the Monster Energy Nascar Cup Series from January 1 as part of a wide-ranging rebranding process undertaken by the North American stock-car racing series.

Confectionery group Hershey has entered into a partnership with the US Ski and Snowboard Association.

NFL American football team the Dallas Cowboys has signed a multi-year extension to its partnership with US multinational food and beverage corporation PepsiCo.