Food & Drink
Cubs refresh with extended Pepsi partnership
Soft drinks and snack food producer PepsiCo has extended its partnership with North American Major League Baseball franchise the Chicago Cubs.
McLaren walks on with major sponsor
Diageo-owned whisky brand Johnnie Walker has signed a multi-year extension to its partnership with Formula One motor racing team McLaren-Honda.
Scottish Rugby refreshes sponsor roster with Crabbie’s deal
UK alcoholic ginger beer brand Crabbie’s has entered into a partnership with Scottish Rugby, the governing body of rugby union in the country.
Lions toast new wine partnership
New Zealand wine brand Mud House Wines has entered into a partnership with the British and Irish Lions rugby union team.
Hershey lands USA Gymnastics partnership
Confectionery group Hershey has entered into a partnership with the USA Gymnastics national governing body.
Title sponsor extends with S.League
Food and beverage company Yeo’s has extended its co-title sponsorship agreement with the S.League, the top tier of domestic football in Singapore.
Coca-Cola adds fizz to Lyon’s commercial portfolio
Soft drinks giant Coca-Cola has entered into a partnership with French Ligue 1 football club Lyon.
St Kilda refreshes jersey sponsor deal
Australian soft drinks company Dare Iced Coffee has extended its partnership with AFL Aussie rules football club St Kilda.
PepsiCo returns to BCCI
US multinational food and beverage corporation PepsiCo has today (Thursday) confirmed it will resume its ties with the Board of Control for Cricket in India through a four-year sponsorship deal.
SUM scores hat-trick with Copa America Centenario sponsors
Beverages giant Coca-Cola, telecommunications company Sprint and insurance group State Farm have signed up as official sponsors of the Copa America Centenario, the special edition of the national team football tournament which will take place in the United States later this year.
Diageo extends Force India sponsorship as part of Mallya settlement
Alcoholic drinks producer Diageo has extended its sponsorship of Force India as part of a settlement deal with Vijay Mallya, the team principal and part-owner of the Formula One motor-racing team.
Tecate enters the ring with Golden Boy, Alvarez
Mexican beer brand Tecate has agreed a multi-year sponsorship deal with boxing promotional company Golden Boy Promotions, along with an endorsement contract with national hero Canelo Alvarez.
AZ Alkmaar drinks to Amstel extension
Dutch Eredivisie football team AZ Alkmaar has agreed a five-year extension to its partnership with brewery Amstel.
Hype Energy maintains F1 connection with Force India renewal
Formula One motor racing team Force India has agreed a one-year extension to its partnership with drinks manufacturer Hype Energy.
Liverpool taps into Thai market with new partnership
English Premier League football club Liverpool has entered into a partnership with Thai coconut water brand Chaokoh.
Cavaliers drink to Budweiser extension
US beer brand Budweiser has renewed its partnership with NBA basketball franchise the Cleveland Cavaliers.
Coe ‘angered’ by Nestle’s termination of IAAF partnership
Sebastian Coe, the president of the International Association of Athletics Federations, has said he is “angered and dismayed” by food and beverage company Nestle’s decision to terminate its partnership of the governing body.
Newcastle Falcons toast new shirt sponsor
UK brewer Greene King has agreed shirt sponsorship deals with English Premiership rugby union team Newcastle Falcons and Newcastle Thunder, which competes in the third tier of English rugby league.