Food & Drink
Veltins: Seeking brand visibility in a competitive industry
German brewery C & A Veltins is using sponsorship to increase brand visibility and create a positive brand image in an “intensely advertised” beer industry.
Manchester United secures refreshing deal in Nigeria
English Premier League football club Manchester United has entered into a multi-year sponsorship deal with Nigerian food and beverage company Chi Limited.
AB InBev’s exit from MLS lets in Heineken USA
Beer brewer AB InBev chose to focus elsewhere after the asking price for its Major League Soccer (MLS) deal increased in renewal talks.
Heineken takes a chance on revamped European rugby rights
Premium lager brand Heineken took a “leap of faith” in deciding to sponsor European club rugby’s revamped, elite tournaments because it had doubts about the organiser’s commercial concept, Hans Erik Tuijt, global activation director of Heineken International, told Sports Sponsorship Insider this month.
Monster Energy gears up for Motocross World Championship renewal
Energy drinks brand Monster Energy has agreed a multi-year extension to its sponsorship of the International Motorcycling Federation’s (FIM) Motocross World Championship with series organiser Youthstream.
Peru’s Universitario toasts new shirt sponsor
Peruvian Primera Division football club Universitario has agreed a two-year shirt sponsorship deal with the Backus & Johnston brewery to promote its Cristal beer brand.
Brisbane Roar sets A-League first with Hahn SuperDry
Australian A-League football team Brisbane Roar has announced a three-year sponsorship deal with beer brand Hahn SuperDry.
Veltins steps up winter sports commitment
German brewery C & A Veltins has unveiled a significant increase in its winter sports sponsorship programme for the 2014-15 season.
Kraft continues Hockeyville drive with USA Hockey
USA Hockey has agreed a multi-year deal to add food company Kraft as an official sponsor.
Cavaliers slam-dunk new coffee partnership
NBA basketball franchise the Cleveland Cavaliers has entered into a partnership with US quick-service restaurant group Dunkin’ Donuts.
Heineken replaces Budweiser as MLS beer partner
Dutch brewing company Heineken has agreed a long-term partnership with Major League Soccer (MLS) to become the North American football league’s official beer.
NRL’s Panthers extend with main partner
Australian NRL rugby league team Penrith Panthers has signed a two-year renewal to retain flavoured milk brand Oak as its major sponsor.
Monster Energy stays on board with Speedway World Championships
Energy drinks brand Monster Energy has signed a multi-year extension to its sponsorship agreement with the International Motorcycling Federation's (FIM) Speedway World Championships.
Capri-Sun to refresh youth setup for Bundesliga quartet
Juice drink brand Capri-Sun has agreed partnerships with German Bundesliga football clubs Bayern Munich, Borussia Dortmund, TSG Hoffenheim and Werder Bremen for the 2014-15 season.
Monster Energy renews with MotoGP’s Yamaha
Drinks brand Monster Energy has signed a two-year extension to its sponsorship of Japanese motorcycling company Yamaha’s MotoGP operation.
Coopers tops up Adelaide United stadium naming rights deal
Australian-owned Coopers Brewery has signed a five-year extension to its stadium naming rights agreement for the home of A-League football team Adelaide United.
Barcelona drinks to Estrella Damm extension
Spanish Liga football club Barcelona has extended its sponsorship deal with Catalan beer brand Estrella Damm through to the end of the 2017-18 season.
NRL’s Warriors toast new jersey sponsor
New Zealand drinks brand Woodstock Bourbon & Cola has struck a deal to become a major sponsor of Auckland-based NRL rugby league franchise the Warriors.