Food & Drink

Cricket

The International Cricket Council has reached an agreement for Matua Wines to become the official wine in New Zealand for the 2015 World Cup.

Rugby Union

Dutch brewing company Heineken has been confirmed as the first of five planned main commercial partners for the new competitions run by the European Professional Club Rugby organisation, while sportswear company Canterbury of New Zealand has also agreed a deal.

Boxing

Sports nutrition brand Maxinutrition want to use the credibility of influential teams and ambassadors to promote their products and the benefits of using protein for physical activity
Ice Hockey

Kraft has become an official sponsor of the NHL ice hockey league in North America under an enhanced agreement that takes the food company’s Hockeyville initiative into the US market.

The 2014 National Football League (NFL) International Series will create significantly more media value for its sponsors than the previous series due to a number of factors.

Motorsport

September (and the end of August) saw a number of landmark sponsorship deals cross the line – and Sports Sponsorship Insider has covered the best of them.
American Football

NFL American football team Buffalo Bills has signed commercial partnerships with electronics company Toshiba America Business Solutions and drinks manufacturer 100% Natural Beverages.

Football

Polish brewery Okocim has reached a two-year deal to become an official sponsor of the country’s national football team.

Darts

Singha Beer has signed up as the title sponsor of the Professional Darts Corporation’s Grand Slam of Darts.

Football

The Liga de Fútbol Profesional (LFP), the Spanish football league, has reached an agreement with yoghurt brand Yogures Pascual.

Motorsport

Scotch whisky brand Johnnie Walker has entered into a multi-year partnership with the Formula One motor-racing series.

Multi-sport

Lotte Chilsung Beverage Co. has signed up as a sponsor of the 2015 Gwangju Summer Universiade multi-sport event.

Ice Hockey

NHL ice hockey team Minnesota Wild has reached a multi-year sponsorship agreement with Tennessee bourbon manufacturer Jack Daniel’s.

Football

English Premier League football club Chelsea has entered into a two-year sponsorship agreement with Scottish whisky brand William Lawson’s.

Cricket

The International Cricket Council has reached a sponsorship agreement with Australian winery Wolf Blass for its 2015 World Cup.

Triathlon

PepsiCo-owned isotonic drinks brand Gatorade has agreed to become a partner of the Ironman triathlon series.

Football

Fédération Française de Football, the sport’s governing body in France, has agreed a sponsorship deal with multinational fast food chain KFC.

Coffee brand Segafredo Zanetti has agreed to become a partner of Formula One motor racing team McLaren.