Food & Drink

German brewery C & A Veltins is using sponsorship to increase brand visibility and create a positive brand image in an “intensely advertised” beer industry.

English Premier League football club Manchester United has entered into a multi-year sponsorship deal with Nigerian food and beverage company Chi Limited.

Beer brewer AB InBev chose to focus elsewhere after the asking price for its Major League Soccer (MLS) deal increased in renewal talks.

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.

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.

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.

Australian A-League football team Brisbane Roar has announced a three-year sponsorship deal with beer brand Hahn SuperDry.

German brewery C & A Veltins has unveiled a significant increase in its winter sports sponsorship programme for the 2014-15 season.

USA Hockey has agreed a multi-year deal to add food company Kraft as an official sponsor.

NBA basketball franchise the Cleveland Cavaliers has entered into a partnership with US quick-service restaurant group Dunkin’ Donuts.

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.

Australian NRL rugby league team Penrith Panthers has signed a two-year renewal to retain flavoured milk brand Oak as its major sponsor.

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.

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.

Drinks brand Monster Energy has signed a two-year extension to its sponsorship of Japanese motorcycling company Yamaha’s MotoGP operation.

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.

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.

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.