Food & Drink
AB InBev takes plunge into esports with Bud Light
Anheuser-Busch InBev has made its first foray into esports with a combined live event and gamer-related sponsorship built around its Bud Light brand.
Bellator energised by extension with major sponsor
Energy drinks company Monster Energy has agreed a multi-year extension to its partnership with mixed martial arts series Bellator.
Gatorade furthers NFL backing with Chinese partnership
PepsiCo-owned isotonic drinks brand Gatorade has entered into a partnership with the Chinese division of American football league the NFL.
Mountain Dew gets behind drone racing through DR1 tie-up
Soft drinks brand Mountain Dew has entered into a global sponsorship deal with drone racing organisation DR1 Racing in what is termed the first branded partnership for the emerging sport.
M&M’s sweeten the deal for New York Mets
Mars-owned chocolate brand M&M’s has entered into a partnership with Major League Baseball franchise the New York Mets.
America’s Cup toasts vodka partnership
US vodka brand Toast has been unveiled as a partner of the America’s Cup sailing event.
NBA sets out restrictions for jersey sponsorship
The NBA will impose restrictions on the types of jersey sponsorships that will be allowed in the North American basketball league, according to US sports broadcaster ESPN.
NFL’s Falcons sign up Coca-Cola for new stadium
Soft drinks giant Coca-Cola has agreed a deal to become a founding partner of the Mercedes-Benz Stadium, the new home of NFL American football franchise the Atlanta Falcons.
Carling returns to Premier League as beer partner
Beer brand Carling has been unveiled as an official partner of football’s English Premier League.
Lucozade Sport keeps on running with London Marathon
Isotonic drinks brand Lucozade Sport has signed a three-year extension to its partnership with the London Marathon.
AB InBev: Focus on exclusivity, player access and experiential assets
Warwickshire brew extension with beer partner
The Marston’s brewery has signed a seven-year extension to its partnership with English county cricket club Warwickshire.
Castle Lager maintains commitment to South African rugby through SAB extension
The South Africa Rugby Union, the sport’s national governing body, has agreed a five-year extension to its long-running partnership with South African Breweries.
Veltins upgrades Wolfsburg partnership
German brewery Veltins has extended its partnership with the country’s Bundesliga football club VfL Wolfsburg.
Foster’s goes back to the future with English cricket
Beer brand Foster's has decided that English cricket will be the focal point of its revived sports strategy, 11 years on from its last cricket deal in the country.
NFL’s Jaguars bring in nutrition partner
The Jacksonville Jaguars NFL American football team has agreed a partnership with Nu-Well Physicians, a locally based provider of nutritional products.
Werder Bremen brews extension with beer partner
US brewing giant Anheuser-Busch InBev has renewed its partnership with German Bundesliga football club Werder Bremen.
Prosecco tops up WorldSBK involvement
Italian wine brand Prosecco DOC has expanded its partnership with the Superbike World Championship (WorldSBK) motorcycling series by becoming the main event partner of the upcoming race weekend in the Netherlands.