Food & Drink

Frozen foods producer McCain Foods has agreed a deal to become a sponsor of the 2014 Tour de France cycling race.

Buxton Water is using sponsorship to increase awareness around its brand repositioning as a high quality mineral water, Alberto Kechler, Senior brand manager at Buxton and Nestlé Pure Life told Sports Sponsorship Insider.

Catalan beer brand Estrella Damm has penned a deal to become the first sponsor of the 2017 Mediterranean Games.

The All England Lawn Tennis Club (AELTC), the organising body for the Wimbledon tennis championships, did not approach the market before signing beer brand Stella Artois as a top-level sponsor in a deal signed this month.

Glasgow 2014 has confirmed the Famous Grouse as the official whisky of the forthcoming Commonwealth Games.

Reigning Caribbean Premier League champion Jamaica Tallawahs has unveiled Appleton Estate Jamaica Rum as its presenting sponsor for the 2014 season.

Australian UCI WorldTour cycling team Orica-GreenEDGE has agreed a new partnership with coffee maker Cape York Coffee.

Confectionary brand Skittles has agreed a long-term deal to become an official sponsor of the NFL American football league.

Belgian beer brand Stella Artois has agreed a five-year deal to become the official beer of the Wimbledon tennis championships through to 2018.

Energy drinks brand Burn, sports betting house Sportium and global insurance company AIG have agreed commercial partnerships with Air Race F1 ahead of the launch of the new air racing series on June 1 in Catalunya, Spain.

Italian wine brand Prosecco DOC has signed a one-year extension to its partnership with the Superbike World Championship (WSBK) motorcycling series.

Beer brand Carlsberg has agreed a three-year sponsorship deal with the Football Association of Malawi to back the southeast African country’s national team.

German Bundesliga basketball team TBB Trier has agreed a three-year extension to its long-term partnership with beer brand Bitburger.

Legal firm Graham Thompson Attorneys and food and beverage multinational Nestle have agreed to become sponsors of the International Association of Athletics Federations’ (IAAF) inaugural World Relays event, which takes place in the Bahamas later this month.

British bottled water company Harrogate Spring has agreed a one-year deal with the England and Wales Cricket Board to become the official water partner of England Cricket.

German Bundesliga football club Schalke 04 has sealed a four-year extension to its stadium naming rights deal with the C&A Veltins Brewery through 2019.