Food & Drink

Gourmet coffee company Marley Coffee has agreed to become an official partner of Major League Baseball’s Colorado Rockies in the US.

Major League Soccer has announced a multi-year sponsorship deal with juice drink brand Capri Sun and US food conglomerate Kraft Foods.

The organising committee for the Toronto 2015 Pan Am/Parapan Am Games has sealed commercial agreements with Canadian brewery Molson Coors and Toronto-headquartered IT solutions company Scalar.

British Formula One motor racing team Williams has ended long-running speculation by confirming Italian spirits brand Martini as its new title sponsor.

North American basketball league the NBA has announced a multi-year marketing partnership with European dairy company Royal FrieslandCampina covering Southeast Asia.

Energy drinks company Monster Energy has agreed a new partnership with mixed martial arts organisation Bellator.

MLB baseball team the Chicago White Sox has agreed a multi-year partnership with locally based pizza chain Beggars Pizza.

The Asian Football Confederation is generating between $18m (€13.1m) and $20m per year from Official Sponsors for its club competitions from 2014, in the 2013-16 cycle, following the addition of a second Chinese brand in as many months, construction machinery manufacturer Shandong Lingong Construction Machinery (SDLG).

The Rio 2016 Organising Committee for the Olympic and Paralympic Games is struggling to reach its second minimum sponsorship target of $1.3bn (€950m), the amount required to operate the Games without further government subsidy.

Global payment brand MasterCard is in renewal talks for the final Worldwide Partner position at next year’s Rugby World Cup in England, as organisers seek to renew all six top-tier sponsors from the 2…

Beer brand Budweiser’s decision not to renew its lead partner contract with English football’s FA Cup has highlighted some weaknesses in the competition’s value to sponsors, industry experts said this month.

Soft drinks brand Coca-Cola, razor brand Gillette, financial services company Citigroup and electronics company Sony have shown interest in the McLaren Mercedes F1 Team title sponsorship, but the team may wait until the entry of its new engine partner Honda in 2015 before signing a deal.

Men’s ATP World Tour and women’s WTA tennis tournament the BNP Paribas Open has agreed new premier-level sponsorship deals with Rolex, Esurance and Michelob Ultra.

The Hexis Group has confirmed a renewed deal with the SRO Motorsports Group for its energy drinks brand to sponsor the Blancpain GT endurance motor racing series.

Kenya Breweries Limited has agreed a three-year sponsorship deal with the Kenya Rugby Union which will promote its flagship Tusker Lager brand through association with the national team.
 

Isotonic drinks manufacturer Lucozade Sport has agreed a three-year partnership with mass participation event organiser Nova International to sponsor its UK-long distance running property the Great Run Series.