Food & Drink
USA Basketball added to Anheuser-Busch’s extended NBA deal
The Anheuser-Busch brewery has extended and expanded its long-term partnership with the North American National Basketball Association (NBA) to include the USA Basketball governing body for the first time.
Blue Diamond signs up for USA Swimming’s new digital media initiative
USA Swimming, the governing body of the sport in the country, has agreed a partnership with almond processing company Blue Diamond.
Chelsea energised by new training kit partner
English Premier League football champion Chelsea has entered into a partnership with energy drink company Carabao.
Scottish Rugby toasts extended beer partnership
Scottish Rugby, the governing body of rugby union in Scotland, has extended its partnership with national brewery Tennent Caledonian.
La Gruyère renews as title sponsor of European Curling Championships
Swiss cheese producer Le Gruyère AOP has extended its title sponsorship deal for the European Curling Championships.
Anheuser-Busch maintains historic association with Daytona International Speedway
US brewing giant Anheuser-Busch has agreed a multi-year extension to its long-running partnership with motor racing venue Daytona International Speedway.
Borussia Dortmund drinks to Brinkhoff extension
German Bundesliga football club Borussia Dortmund has agreed a long-term extension to its partnership with locally-based brewery Brinkhoff.
Irish FA drinks to Tennent’s partnership
The Irish Football Association, the sport’s governing body in Northern Ireland, has agreed a partnership with Scottish beer brand Tennent’s.
Tottenham pours Carlsberg extension
English Premier League football club Tottenham Hotspur has renewed its partnership with the UK division of Danish brewery Carlsberg.
DOSB raises a glass to Krombacher partnership
The German Olympic Sports Confederation (DOSB) has agreed a new partnership with the Krombacher brewery that is set to extend through to the 2020 summer Olympic Games in Tokyo, Japan.
Lavazza adds Australian Open to grand slam set
Italian coffee products manufacturer Lavazza has become the first food and beverages company to partner each of the four tennis grand slams after agreeing a deal with the Australian Open.
Chinese Super League energised by Red Bull partnership
Energy drinks brand Red Bull has entered into a partnership with the Chinese Super League, the top tier of football in the country.
Title sponsor extends deal with PGA Tour event
PGA Tour golf tournament the Sanderson Farms Championship has signed a 10-year extension to its partnership with its title sponsor.
Castle Lager returns as Cosafa Cup title sponsor
Castle Lager has returned as the title sponsor of the Cosafa Cup, an international football tournament featuring national teams from Southern Africa.
NFL drinks to lucrative Bud Light extension
The NFL American football league has agreed a six-year extension to its partnership with brewing giant Anheuser-Busch InBev, in an agreement involving its Bud Light beer brand.
Sea Eagles break sponsorship record with CoCo Joy, ZTE deals
Australian NRL rugby league club the Manly Warringah Sea Eagles has agreed new shirt sponsorship deals with food and beverages company CoCo Joy and Chinese telecommunications firm ZTE.
TWE secures long-term Melbourne Cup extension
Global winemaking and distribution company treasury Wine Estates (TWE) has extended its long-term partnership with Australian annual horseracing event the Melbourne Cup.
NFL’s Giants seal new beverage deal
Alcoholic drinks company International Spirit and Beverage Group (ISBG) has agreed a multi-year sponsorship deal with NFL American football franchise the New York Giants.