Food & Drink
Coca-Cola sponsors Almaty’s winter Universiade
Soft drinks giant Coca-Cola has agreed a deal to sponsor the 2017 winter Universiade multi-sport event, which will be held in Almaty, Kazakhstan.
USTA serves up PepsiCo partnership
US multinational food and beverage corporation PepsiCo has entered into a multi-year partnership with the United States Tennis Association.
Drone Racing League signs Bud Light as first major sponsor
The Bud Light beer brand has agreed a deal to become the first major sponsor of the US-based Drone Racing League.
São Paulo renews deals with kit sponsors
Campeonato Brasileiro Serie A football club São Paulo has extended kit sponsorship deals with building materials supplier Joli and soft drinks producer Poty.
RFU teams up with Britvic
The Rugby Football Union, the governing body of English rugby union, has entered into a partnership with soft drinks producer Britvic.
Port Adelaide milks Parmalat partnership
AFL Aussie rules football team Port Adelaide has agreed a sponsorship deal with Italian dairy and food corporation Parmalat.
Augsburg refreshes commercial portfolio with Krumbach deal
German Bundesliga football club FC Augsburg has entered into a partnership with mineral water brand Krumbach.
Hoffenheim refreshes with Coca-Cola renewal
Soft drinks giant Coca-Cola has signed a three-year extension to its partnership with German Bundesliga football club TSG Hoffenheim.
England Rugby toasts extended Champagne deal
French Champagne house Bollinger has renewed its partnership with the Rugby Football Union, the governing body of English rugby union.
Carabao signs up to serve as EFL Cup title sponsor
The English Football League (EFL) has agreed a deal for energy drinks company Carabao to become the new title sponsor of its EFL Cup club competition.
LaLiga pours first South African partnership
LaLiga, the organising body of club football in Spain, has entered into a partnership with South African soft drinks and sports beverages manufacturer Kingsley.
LaLiga raises its glass to new wine partnership
LaLiga, the organising body of club football in Spain, has entered into a partnership with the Hacienda y Viñedos Marques del Atrio winery.
PGA Tour pours extension with Grey Goose
French vodka brand Grey Goose has renewed its partnership with the US golf organisation the PGA Tour.
Santa Rita: Wine brand focuses on experiential activation
Concha y Toro renews United global partnership
Chilean wine producer Concha y Toro has signed its second renewal with English Premier League club Manchester United in a three-year Official Wine Partner deal, from 2016-17 to 2018-19.
NRL’s Knights enhance Nib partnership, Cowboys toast new shirt sponsor
Australian NRL rugby league club the Newcastle Knights has upgraded its partnership with health insurance company Nib, while rival team the North Queensland Cowboys has agreed a shirt sponsorship deal with Bundaberg Rum.
Crabbie’s sets first with Welsh rugby deal
UK alcoholic ginger beer brand Crabbie’s has signed a first-of-its-kind, five-way sponsorship agreement that incorporates the Welsh Rugby Union and Welsh Pro12 teams Ospreys, Scarlets, Cardiff Blues and Newport Gwent Dragons.
ELeague signs up Snickers for second season
Mars-owned chocolate bar brand Snickers has agreed a deal to become an official sponsor of the ELeague esports competition.