Food & Drink
Fair Play (Genoese Derby) – Peroni & Genoa/Sampdoria
'Fair Play’ was a 2019 campaign from Birra Peroni, the official beer of city rivals UC Sampdoria and Genoa CFC, which incentivised rival fans to hug one another by offering free beer for those participating.
Official Beer of the 2018 Fifa World Cup – Budweiser & Fifa
Budweiser’s activation of the 2018 Fifa World Cup spanned four weeks of the tournament and captured attention from every major global market – making Budweiser the most talked about brand during the event.
Someday is Now – Luna Bar & the United States Women’s National Team Players Association
Nutrition bar Luna Bar took action to resolve the disparity in pay between the US women’s team and their male counterparts before the 2019 Women’s World Cup in France.
NCAA Men’s Final Four Sponsorship – Coca-Cola & the National Collegiate Athletic Association
Coca-Cola’s NCAA Final Four sponsorship laid the groundwork for the launch of Coca-Cola Orange Vanilla, spreading awareness of the product in host city Minneapolis and the wider US.
Pure Sports Nutrition backs Ironman’s Oceania events
Triathlon events organisation Ironman has agreed a multi-year partnership with Pure Sports Nutrition for its Oceania series
Sponsors sign on for World Urban Games’ debut
Organisers of the inaugural edition of multi-sport competition the World Urban Games have signed sponsorship deals for the forthcoming event with telco Magyar Telekom, car sharing service MOL Limo, automotive…
EXCLUSIVE: Monster Energy signs with Spurs in football club first
Premier League club Tottenham Hotspur has signed a partnership agreement with energy drink brand Monster Energy, SportBusiness Sponsorship can reveal
Haas, Rich Energy end title sponsorship deal
US Formula One motor-racing team Haas has today (Monday) announced that its title sponsorship deal with British energy drinks brand Rich Energy has been terminated with immediate effect
Arsenal launches regional beer partnership with Ganzberg in Cambodia
Beer brand Ganzberg has signed as the Official Beer Partner of Premier League club Arsenal in Cambodia
Coca-Cola extends Uefa deal with Euro 2020 sponsorship
Soft drinks manufacturer Coca-Cola has today been announced as an Official Sponsor of the 2020 Uefa European Championships
Pepsi renews NFL Super Bowl halftime sponsorship until 2022
Soft drinks brand Pepsi has renewed its sponsorship of the Super Bowl halftime show until 2022 as part of a wider extension of its partnership with the National Football League
Freiburg renews with long-term beer partner Rothaus
German Bundesliga football club SC Freiburg has extended its partnership with the Rothaus brewery
Coca-Cola retains Hoffenheim in Bundesliga portfolio
Soft drinks manufacturer Coca-Cola has extended its partnership with TSG Hoffenheim - the company’s second new deal with a German Bundesliga football club in the space of a week.
NFL agrees Bon & Viv hard seltzer deal, Woodbridge wine sponsors Rams, Bears, Giants
Anheuser-Busch InBev-owned alcoholic seltzer brand Bon & Viv has become the ‘Official Hard Seltzer Sponsor of the NFL’.
Coca-Cola extends backing of Paderborn
Newly-promoted German Bundesliga football club SC Paderborn 07 has extended its partnership with soft drinks manufacturer Coca-Cola
Credit One Bank partners Raiders and Allegiant Stadium
Financial services company Credit One Bank will partner with the new Las Vegas NFL franchise on two fronts, starting in 2020.
Ganten Water adds Serbian Fiba World Cup team to international sponsorship roster
Chinese mineral water brand Ganten Water announced a sponsorship deal with the Basketball Federation of Serbia (KSS) to its growing portfolio of international properties
Beer brand Ambar agrees joint deal with La Vuelta and Ceratizit women’s race
Beer brand Ambar has agreed a deal to become the official beer of Spanish cycling race La Vuelta, as well as the women’s race, the Ceratizit Madrid Challenge.