Food & Drink

Cereal brand Kellogg’s Frosted Flakes has agreed a deal to title sponsor the Sun Bowl college American football game, which will now be known as the Tony the Tiger Sun Bowl.

Portuguese olive brand Azeite Royal expanded its shirt branding rights with Brazilian Série A club Vasco da Gama for last weekend’s ‘classic’ game against Flamengo. Az

Marston’s Beer Company has agreed a five-year extension to its sponsorship and supply partnership with Marylebone Cricket Club, the owners of Lord’s Cricket Ground.

Brazilian soft drinks brand Guarana Antarctica has renewed its partnership with the Brazilian Football Confederation (CBF) for eight more years

The German Football Association (DFB), the governing body in charge of Germany’s national football teams and domestic cup competitions, will start the 2019-20 season without a beer sponsor.

German Bundesliga football club Borussia Dortmund has agreed new partnerships with banking group Comdirect and IT security specialist ESET, along with extending its deal with beverages manufacturer Coca-Cola

Scottish Rugby has extended a sponsorship agreement with the Edinburgh-based distiller John Crabbie & Co

The Royal Netherlands Football Association (KNVB) has extended its long-running partnership with Dutch brewing company Heineken

Chinese baiju producer Huadu Spirits Group has signed a new partnership with Chinese Super League football club Beijing Sinobo Guoan

Major League Soccer expansion team Inter Miami CF has named Heineken as its first official sponsor

Ahead of the August 3 NBA 2K League Finals, the National Basketball Association's competitive esports competition announced that it had entered into a commercial partnership with Bud Light

Bundesliga club Borussia Dortmund has signed a new partnership with German coffee brand Melitta Group

English Premier League football club Southampton has signed a sponsorship deal with sports hydration brand Wow Hydrate

British snack foods manufacturer KP Snacks has signed up as a sponsor of The Hundred, the new 100-ball format competition launched by the England and Wales Cricket Board (ECB)

Spanish LaLiga football club Barcelona has agreed a new partnership with mineral water brand Veri. The contract becomes active on July 1 and covers the three seasons spanning 2019-20 to 2021-22

The joint Olympic sponsorship deal struck by the Coca-Cola Company and Chinese dairy company Mengniu is the largest sponsorship deal in history.