Food & Drink
Tecate KO’s Corona for Mayweather-Pacquiao rights
Tecate has pipped rival Mexican beer brand Corona to secure title sponsorship rights for the highly anticipated world welterweight title unification bout between boxing superstars Floyd Mayweather Jr. and Manny Pacquiao.
Nestle joins Baku 2015 sponsor roster
Snack food and beverage multinational Nestle has reached an agreement for its Azerbaijani subsidiary to serve as the official confectionery supplier of the Baku 2015 European Games.
Irn-Bru links up with England’s Football League
Soft drinks brand Irn-Bru has signed up as an official partner of the Football League, which operates the three divisions below the English Premier League.
Wolf Blass teams up with AFL for new season
Australian winery Wolf Blass has agreed a deal to become the official wine of the AFL Aussie rules football league.
Diageo nets place on Charlotte Hornets roster
NBA basketball team the Charlotte Hornets has entered into a partnership with drinks giant Diageo.
Singha Beer pays six figures for Premiership Rugby rights
Thailand-based premium beer brand Singha Beer signed a three-year Official Partner deal, from 2015 to 2017, with the Premiership Rugby, the top-tier league for English rugby union clubs.
MLS bags commercial brace with Mondelez and Johnson & Johnson
North American football competition Major League Soccer has agreed multi-year partnerships with multi-national snack foods company Mondelez and the consumer division of Johnson & Johnson.
Liverpool signs energy drinks partner in Myanmar
Southeast Asian drinks brand Cobra Energy Drink has entered into a partnership with English Premier League football club Liverpool.
Orlando Magic nets PepsiCo renewal
NBA basketball team Orlando Magic has announced a multi-year extension to its long-standing partnership with soft drinks and snack foods giant PepsiCo.
U-Vend scoops up NHL partnership
Self-service kiosks company U-Vend has secured a multi-year partnership with North American ice hockey league the NHL.
Monster Energy signs up as major UFC partner
Energy drinks company Monster Energy has agreed a multi-year partnership with the Ultimate Fighting Championship mixed martial arts series.
Force India energised by Hype deal
Energy drinks brand Hype Energy has struck a partnership with Formula One motor-racing team Force India.
Budweiser returns to FA Cup
Beer brand Budweiser has renewed its ties with English football’s FA Cup less than a year after ending its three-season stint as lead sponsor of the knockout club competition.
Big East names Nike and Dr Pepper Snapple as new partners
US sportswear giant Nike and soft drinks company Dr Pepper Snapple Group have agreed to become official partners of the Big East Conference college sports championships.
Premiership Rugby toasts Singha Beer deal
Thai beer brand Singha Beer has entered into a partnership with Premiership Rugby, which operates the top division of rugby union in England.
Coopers extend with V8 Supercars
Australian brewery Coopers has extended its partnership with the country’s V8 Supercars motor-racing series.
V8 Supercars links up with Woodstock Bourbon ahead of season-opener
Australia-based touring car championship V8 Supercars has agreed a sponsorship deal with bourbon brand Woodstock Bourbon.
RumChata toasts BNP Paribas Open sponsorship
Cream liqueur producer RumChata has entered into a sponsorship deal with the BNP Paribas Open, a combined tournament of the men’s ATP World Tour and women’s WTA Tour.