Food & Drink
New Euro club competition helps Pro12 title increase
The creation of a new European club rugby tournament and an increase in competition for qualification to the tournament from Pro12 clubs were driving factors behind an increase in the value of title sponsorship rights for rugby union’s Pro12 league.
Gatorade to fuel Glasgow 2014 athletes
Glasgow 2014 has signed up beverage brand Gatorade as a sponsor of the Commonwealth Games ahead of the start of the multi-sport event in the Scottish city this week.
MLB’s Giants score refreshing deal with Dr Pepper Snapple
Beverages group Dr Pepper Snapple has entered into a sponsorship agreement with Major League Baseball franchise the San Francisco Giants.
Barcelona signs sponsor in key Mexican market
Spanish Liga football club Barcelona has agreed a new long-term sponsorship deal with Mexican beer brand Tecate.
Lech Poznan drinks to Lech Pils extension
Beer manufacturer Lech Pils has signed a three-year extension to its sponsorship agreement with Polish Ekstraklasa football team Lech Poznan.
Amul backs India for Commonwealth and Asian Games
Indian food products organisation Amul has agreed a sponsorship deal with the Indian Olympic Association to back the country’s athletes at high-profile multi-sport events this year.
Pro12 drinks to Guinness backing
Irish beer brand Guinness has been unveiled as the new title sponsor of the Pro12 European club rugby union tournament.
Women’s British Open tees off with POSI+IV
Energy drinks brand POSI+IV has agreed a sponsorship deal with organisers of the Women’s British Open for the 2014 edition of the golf tournament, which commences today at Royal Birkdale in Southport, England.
Power Horse energises Beach Soccer Worldwide
Austrian energy drinks company Power Horse has renewed its partnership with the Beach Soccer Worldwide organisation.
100Plus refreshes Singapore Sports Hub’s commercial roster
Singapore conglomerate Fraser and Neave has sealed a deal for its 100Plus beverage brand to sponsor the Singapore Sports Hub.
Glasgow 2014 makes Genius move with latest partner
Genius Gluten Free has been announced as the latest addition to the sponsorship family for Glasgow’s staging of the 2014 Commonwealth Games.
Buxton in the saddle for Tour de France’s Grand Départ
Nestlé Waters’ Buxton brand has reached an agreement to sponsor the first three stages of this year’s Tour de France.
PGA of Australia tops up Coca-Cola Amatil partnership
The PGA of Australia golf organisation has agreed a five-year extension to its partnership with the Coca-Cola Amatil beverage group.
Coors Light backs Liga MX teams in US
Beer brand Coors Light has agreed a three-year deal with the Sports Marketing Monterrey agency for the US marketing rights to six Liga MX Mexican football clubs.
Busta strikes out with Caribbean Premier League renewal
Soft drinks brand Busta has renewed its sponsorship agreement with the Caribbean Premier League for the 2014 edition of the Twenty20 cricket tournament.
Smirnoff: Along for the ride with Force India
Diageo-owned vodka brand Smirnoff has committed the lion’s share of its global sponsorship budget for this year to a one-year major partner deal with the Force India F1 team. The deal was announced on May 1, ahead of the Spanish Grand Prix, the fifth race of the Formula One season.
King’s Hawaiian touches down with Atlanta Falcons
Californian-based bakery King’s Hawaiian has announced a sponsorship agreement with the Atlanta Falcons American football team for the 2014 NFL season.
AB InBev goes global with expanded NFL partnership
Belgian-headquartered brewing giant AB InBev has extended its sponsorship of the NFL through the end of the 2016 season, taking in global rights with the American football league for the first time.