Food & Drink

Formula One motor racing team Force India has entered into a sponsorship agreement with vodka brand Smirnoff.

Multinational snack food company Mondelez has reached a deal to become an official sponsor of Australia’s football team ahead of the Fifa World Cup in Brazil.

The MotoGP motorcycling championship has signed a multi-year deal with Singha making the Thai brand its first-ever official beer partner.

Dutch brewing company Heineken has reached a deal with the Glasgow 2014 organising committee to become the official beer and cider of this year’s Commonwealth Games.

US Major League Soccer team Sporting Kansas City has announced a deal with brewery MillerCoors to make its Coors Light brand its official domestic beer partner.

US-headquartered multinational sandwich chain Subway has secured its first move into football’s English Premier League through a multi-year partnership with title-challenger Liverpool.

The Association of Surfing Professionals (ASP) has announced Mexican brand Pacifico as the official beer sponsor for its elite tour events in the US.

Lifestyle food brand Luvo has entered into a partnership with MLB baseball team New York Yankees.

Australian A-League football team Brisbane Roar has renewed its shirt sponsorship deal with principal partner The Coffee Club for the 2014-15 season.

Diageo-owned beer brand Guinness has signed a one-year extension to its commercial partnership with the English Premiership club rugby union competition.

Champagne brand Moët & Chandon has expanded its international sports portfolio by agreeing to become the title sponsor of the July Festival UK horseracing event at Newmarket Racecourse.

AFL Australian rules football team Gold Coast Suns has reached a sponsorship agreement with locally based retail food brand manager and franchisor Retail Food Group.

US sandwich chain Subway is pondering a move into Formula One that would mirror its sponsorship strategy for the Nascar American stock car racing series

Gruppo Campari-owned drinks brand Espolòn Tequila has agreed a sponsorship deal with MotoGP for the 2014 season of the motorcycling series.

USA Track & Field (USATF), the governing body for athletics in the United States, has entered into a seven-year partnership with confectionary producer Hershey that will focus on grassroots participation.

Alcoholic drinks company Diageo has reached a deal for its Guinness brand to become an official partner of Aintree Racecourse for the 2014 Grand National horse racing showpiece.