Food & Drink

Nigerian beer brand Star has entered into a multi-year partnership with English Premier League football club Manchester City.

Soft drinks giant Coca-Cola has entered into a partnership with the Saudi Arabian Football Federation.

Mike Sundet, VP sports and entertainment marketing for the US-based Momentum Worldwide agency speaks about the structure of the energy drink sector, its values and its attitude towards mainstream sports.

Soft drinks giant Coca-Cola has extended its partnerships with German Bundesliga football clubs Hertha Berlin, VfL Wolfsburg and Darmstadt 98.

German Basketball Bundesliga club Ratiopharm Ulm has agreed a kit sponsorship deal with dairy products manufacturer Ehrmann.

Irish beer brand Guinness will continue to serve as the title sponsor of the Pro12 European club rugby union tournament for a further four years after agreeing an extension with the Pro12 Rugby organising body.

Soft drinks manufacturer Pepsi last month took a different tack to many brands entering esports, but a similar path to rival Coca-Cola, signing a title agreement for a grassroots league. Its Mountain Dew brand will sponsor an ESL qualifying tournament for the Counter-Strike: Global Offensive (CS:GO) game.

The energy drink sector is integral to the funding of many properties in the motorsports and action sports, but is almost entirely absent from mainstream team sport, except in team and event ownerships by the market leader Red Bull.

Non-alcoholic wine brand Eisberg has agreed a deal to sponsor the Tour of Britain cycling event.

German Bundesliga football club Schalke 04 has entered into a partnership with health insurance company AOK and extended its association with soft drinks giant Coca-Cola.

Commercial egg producer Hickman’s Family Farms has entered into a partnership with NFL American football franchise the Arizona Cardinals.

Spirits brand New Amsterdam Vodka has been named an official partner of English Premier League football club Crystal Palace.

Drinks giant Coca-Cola and energy firm the Southern Company have extended their sponsorship deals with golf’s PGA Tour and the Tour Championship in agreements that are set to provide enhanced broadcast coverage of the season-ending tournament.

Australian brewery Coopers has entered into a multi-year partnership with tennis grand slam the Australian Open.

Honda Racing Corporation has extended a partnership with energy drinks brand Red Bull for its Repsol Honda MotoGP motorcycling team.

NFL American football franchise the Los Angeles Rams has agreed its first major sponsorship deal since moving from St. Louis to California by partnering with Mexican beer brand Corona Extra.