Food & Drink

Seattle-based coffee retailer Tully’s Coffee has announced a multi-year agreement with the International Motor Sports Association to become a partner of the motor racing sanctioning body and the official coffee of its United SportsCar Championship endurance series.

Mexican-based spirits company Patron Spirits International has reached a multi-year agreement with the International Motor Sports Association to sponsor the motor racing sanctioning body’s flagship endurance properties.

Alcoholic drinks maker Diageo beat a renewal offer from incumbent Bacardi to become the exclusive spirits partner of basketball’s NBA last month.

The PGA Tour’s sponsorship renewal with brewer Anheuser-Busch last month is understood to have included an increased fee that will lift the organisation’s annual sponsorship income of between $550m (€401m) and $600m.

The Tsingtao brewery has agreed a three-year deal to sponsor the Asian Football Confederation’s club competitions.

US brewing company MillerCoors has furthered its association with the NHL ice hockey league by securing the presenting sponsorship of behind-the-scenes television programme NHL Revealed: A Season Like No Other for its flagship Coors Light brand.

Soft drinks giant Coca-Cola has reached an agreement to become the official supplier of non-alcoholic beverages to the Toronto 2015 Pan Am/Parapan Games multi-sport event.

The Serbian Handball Federation has signed a contract with mineral water company Mineralna Voda to make its Duboka brand the official water of the 2013 Women’s Handball World Championship.

Confectionery brand Mars has extended its partnership with the English Football Association by four years until July 2018.

Men’s tennis organisation the ATP World Tour has announced a change in its premier partner sponsorship strategy to feature beer brand Michelob Ultra at US tournaments.

Italian mineral water brand San Benedetto has agreed a sponsorship deal with Lega Serie B, the governing body of the second division of Italian football.

Nestle-owned mineral water brand Vittel has extended its sponsorship of cycling’s Tour de France until 2018 after signing a new five-year deal with race organisers.

The Austrian Football Association (OFB) has extended its partnership with brewery Stiegl for another three years.

English Premiership club Harlequins has extended its sponsorship agreement with UK brewer Greene King until the end of the 2016-17 rugby union season.

Canadian brewery Labatt has reached an agreement to become a national supporter of the 2015 Fifa Women’s World Cup, which will be hosted by Canada.

Multinational drinks company Diageo has agreed a deal to become the exclusive spirits partner of North American basketball league the NBA.