Food & Drink
Eintracht Frankfurt toasts Krombacher extension
German Bundesliga football club Eintracht Frankfurt has agreed a long-term extension to its partnership with the Krombacher brewery.
Efes: Final Four focus of the Euroleague deal
Turkish beer brand Efes aims to strengthen its brand image as a premium beer brand through its Euroleague sponsorship.
Interview with Richard Whitty, senior marketing manager for football at Carlsberg
Danish beer brand Carlsberg has been the Official Beer of the European Championships since 1988. Below, Richard Whitty, senior marketing manager for football at Carlsberg, explains its brand positioning as 'the beer of football' and the activation challenges for this year's tournament.
Indian Olympic Association milks new partner ahead of Rio 2016
Dairy products manufacturer Amul has agreed a sponsorship deal with the Indian Olympic Association ahead of the summer Olympic Games in Rio de Janeiro, Brazil.
Surfing Australia teams up with Nudie
Food and drinks producer Nudie has entered into a three-year partnership with the Surfing Australia governing body.
Tokyo 2020 eats up Nissin Foods partnership
Japanese noodle producer Nissin Foods has agreed a partnership with the Tokyo 2020 organising committee for the Olympic and Paralympic Games.
CUB restructures major partnership with Australian Football League
Carlton & United Breweries has renegotiated its long-running partnership with the Australian Football League Aussie rules competition.
Müller partners with British Athletics for summer events
Yoghurt and dairy pudding manufacturer Müller has entered into a partnership with the British Athletics governing body.
Monster Energy pays double as Bellator proves value
Central deal values for the US-based Bellator mixed martial arts (MMA) organisation have doubled over the past three years as its live television ratings reach new highs.
Irn-Bru to title sponsor new-look Scottish Challenge Cup
Soft drinks brand Irn-Bru has agreed a deal with the Scottish Professional Football League to become the title sponsor of its Challenge Cup knockout competition.
Arsenal toasts first wine partner
English Premier League football club Arsenal has agreed a partnership with Chilean winery Santa Rita.
Heineken toasts F1 partnership
The Heineken brewery has signed up as a global partner of the Formula One motor-racing world championship.
Manly Sea Eagles in dispute with main sponsor
Australian NRL rugby league club the Manly Warringah Sea Eagles has today (Tuesday) confirmed that it is “managing” an ongoing dispute with its major sponsor, food and beverages company Coco Joy.
Kunlunshan pockets World Snooker partnership
World Snooker has unveiled Chinese brand Kunlunshan as its new official water partner.
Manchester City pours Wolf Blass partnership
Australian winery Wolf Blass has entered into a partnership with English Premier League football club Manchester City.
Heineken becomes ICC presenting sponsor in US, Europe
The Heineken brewery has been unveiled as the presenting sponsor and official beer of the US and European legs of the International Champions Cup pre-season club football tournament.
AA Drink to keep athletes refreshed at European Athletics Championships
Dutch sports drink brand AA Drink has agreed a deal to become a national supplier of the 2016 European Athletics Championships, which will take place in Amsterdam this summer.
RB Leipzig brews extension with long-term partner ahead of Bundesliga debut
Newly-promoted German Bundesliga football team RB Leipzig has signed a two-year extension to its partnership with the Krostitzer brewery.