Food & Drink
Milka lands main sponsorship deal with Four Hills Tournament
Swiss chocolate brand Milka has agreed a deal to become a main sponsor of the Vierschanzentournee, the showpiece ski jumping series that is also known as the Four Hills Tournament.
Juventus feeds its sweet tooth with Balocco extension
Confectionery company Balocco has extended its partnership with Italian Serie A football club Juventus.
Lega Basket clubs tie up main sponsor deals
Virtus Pallacanestro Bologna has agreed a main sponsorship deal with coffee brand Segafredo Zanetti, while its fellow Italian Lega Basket basketball team Juvecaserta has renewed partnerships with pasta products manufacturer Pasta Reggia and water brand Ferrarelle.
West Ham brews Heineken partnership
Dutch brewing company Heineken has entered into a partnership with English Premier League football club West Ham United.
Juventus extends PepsiCo deal, signs betting partner
Italian Serie A football club Juventus has extended and enhanced its partnership with US multinational food and beverage corporation PepsiCo, and has agreed a sponsorship deal with betting and gaming company Sisal Matchpoint.
PSG drinks to Budweiser deal
US brewing giant Anheuser-Busch has agreed a sponsorship deal with French Ligue 1 football champion Paris Saint-Germain.
Cagliari raises a glass to new shirt sponsor
Italian Serie A football club Cagliari has named Sardinian beer brand Ichnusa as its new shirt sponsor in a three-year deal.
UPS delivers for Wolfsburg, Hoffenheim pours new partnership
VfL Wolfsburg has agreed a sponsorship deal with global shipping and logistics company UPS, while fellow German Bundesliga football club TSG Hoffenheim has entered into a partnership with water brand Saskia.
Sturm Graz pours extension with long-serving main sponsor
Austrian beer brand Puntigamer has extended its long-term sponsorship deal with Sturm Graz, which plays in the country’s Bundesliga top-tier club football competition.
Mercedes-Benz: Golf overtakes tennis in portfolio
German carmaker Mercedes-Benz aims to strengthen its reputation as a supporter of golf through its sponsorship of The Open Championship.
College Football Playoff eats up Eckrich partnership
Meat products manufacturer Eckrich has agreed a sponsorship deal with the College Football Playoff, an annual postseason competition in the US collegiate American football system.
New format attracts first EuroCup basketball title deal
A rejig of Euroleague Basketball’s EuroCup format and higher broadcast production values helped the competition secure its first title sponsor, food brand 7Days, on a three-year contract.
Napoli exploits new shirt sponsor space with Caffè Kimbo
Napoli has become one of the first clubs in Italy’s Serie A to make use of the new space available for sponsors on the rear of club shirts, in its deal this month with Italian coffee maker Caffè Kimbo.
Mountain Dew backs new esports competition
Soft drinks brand Mountain Dew has agreed a deal with esports organisations ESL and ESEA to become the title sponsor of a new Counter-Strike: Global Offensive (CS:GO) competition.
Scottish Rugby converts first gin partner
Scottish Rugby, the governing body of rugby union in the country, has agreed a partnership with the Eden Mill distillery and brewery.
Juventus brews Carlsberg extension
Danish brewing company Carlsberg has renewed its partnership with Italian Serie A football club Juventus.
Napoli refreshes shirt sponsor deal
Italian Serie A football club Napoli has renewed its long-running shirt sponsorship deal with water brand Acqua Lete.
Euro 2016 activation: Five things we learnt from Carlsberg’s campaign
At the invitation of Danish beer brand Carlsberg the Official Beer of Euro 2016 and its PR agency Fuse Sport + Entertainment, Sports Sponsorship Insider experienced the brand’s activation strategy first hand in the lead-up to the quarter-final game between France and Iceland at the Stade de France.