Food & Drink

The Pakistan Football Federation has agreed sponsorship deals with sportswear manufacturer Ballon Sports and food and beverage company Shezan for its Pakistan Premier League club competition.

US cigarette and tobacco giant Philip Morris International has agreed a three-year extension to its long-running sponsorship deal with Formula One motor racing team Ferrari, according to Bloomberg.

This weekend’s pound-for-pound super fight between Floyd Mayweather Jr. and Manny Pacquiao in Las Vegas is poised to bring in more than three times the sponsorship revenue generated by any other boxing event in history, according to ESPN.com.

Mexican brewery Cuauhtémoc-Moctezuma/Heineken Mexico, a subsidiary of Dutch brewing giant Heineken, last month bought the presenting sponsorship rights to Fiba’s Americas Championship, the biennial basketball tournament for national teams from the Americas.

French hotel group Accor last month signed a three-year deal with the French Federation of Tennis (FFT) from 2015 to 2017 to become an Official Supplier of the French Open. 

Belgian beer and cider brand Stella Artois has entered into a three-year partnership with Ascot Racecourse in the UK.

Mineral water brand Perrier has extended its long-standing association with the French Open tennis championships.

Italian coffee brand Lavazza wants to develop its association with tradition and national heritage by expanding its presence at the tennis Grand Slams.

Brewing giant Anheuser-Busch InBev has secured a multi-year renewal to its sponsorship of matches featuring the US and Mexico national football teams in the United States.

Soft drinks and snack food giant PepsiCo has signed a multi-year marketing partnership with the NBA, replacing rival brand Coca-Cola on the commercial roster of the North American basketball league.

Major League Soccer has signed its latest major sponsorship deal, with Coca-Cola replacing long-serving PepsiCo as the non-alcoholic beverage partner of the North American league and the U.S. Soccer organisation.

Italian coffee brand Lavazza has enhanced its presence at tennis’ grand slam events by becoming an official supplier of the French Open.

Brazilian company Viton 44 has struck a deal for its Guaraviton drinks brand to become a partner of recently promoted Campeonato Brasileiro Série A top-tier football club Vasco da Gama.

Energy drinks company Red Bull has agreed to become an official supporter of the Baku 2015 European Games.

South African lager brand Castle Lager and Austrian energy drink Power Horse have agreed to become sponsors of the 2015 Council of Southern Africa Football Associations (Cosafa) Cup national team tournament in South Africa.

The International Basketball Federation (Fiba) has reached a sponsorship agreement with Cuauhtémoc-Moctezuma - the Mexican subsidiary of Dutch brewing giant Heineken - for the 2015 Fiba Americas Championship in Monterrey.