Food & Drink
Boards ain’t stupid
Mondelez joins Team Canada ahead of Sochi 2014
The Canadian subsidiary of multinational food and beverage conglomerate Mondelez has announced a four-year deal to become an official supporter of the Canadian Olympic Committee.
Rugby League World Cup to generate over £2m from sponsors
The Rugby League World Cup 2013, currently being hosted by England and Wales, will make £2m (€2.4m/$3.2m) to £3m in sponsorship revenue, according to Sports Sponsorship Insider research.
Anheuser-Busch toasts PGA Tour renewal
US brewing company Anheuser-Busch has agreed a multi-year deal for its Michelob Ultra brand to continue to serve as the official beer of golf’s PGA Tour.
Highland Spring renews LTA partnership
British tennis’ governing body the Lawn Tennis Association has announced a four-year extension to its partnership with UK mineral water brand Highland Spring.
Lucozade teams up with Scottish Rugby
Scottish Rugby has announced a partnership with drinks brand Lucozade Sport that will run until 2016.
London Marathon refreshes Nestle ties with Buxton deal
UK mineral water brand Buxton has announced a new partnership that makes it the official water of the London Marathon.
Zeo scores England Netball deal
Soft drinks company Zeo has agreed a wide-ranging one-year sponsorship deal with the England Netball organisation.
Loblaw teams up with Toronto’s Pan American Games
Canadian food retailer Loblaw Companies has entered into a commercial partnership with the organisers of Toronto’s staging of the 2015 Pan American Games and Parapan Games multi-sport event.
Cricket Australia raises a glass to Hardys partnership
Wine producer Hardys has agreed a deal with Cricket Australia to become a silver sponsor of the governing body for the next three years.
Bulldogs get teeth into M&J Chickens partnership
Australian NRL rugby league team Canterbury-Bankstown Bulldogs has announced a sponsorship extension with its long-term corporate partner M&J Chickens.
Yankees serve up Papa John’s partnership
Pizza company Papa John’s International has signed a deal to become the official pizza of MLB baseball team New York Yankees.
Gatorade: Rugby League World Cup surpasses expectations, forms crucial part of UK strategy
Gatorade, the PepsiCo-owned sport drink brand, has seen exposure at the 2013 Rugby League World Cup surpass its own expectations, with UK viewing figures for tournament games outranking its own interests in the Premier League.
Global Rallycross signs Red Bull as title sponsor
Energy drinks company Red Bull has agreed a multi-year deal to become the title sponsor of the Global Rallycross motorsport series.
NBA’s Magic firms up sponsorship portfolio for new season
NBA basketball team Orlando Magic has announced a host of new and renewed sponsorship agreements for the 2013-14 season.
Grey Goose tees-off for three years with PGA Tour
French vodka brand Grey Goose has signed a three-year deal to become the official spirit of golf’s PGA Tour.
Heineken: Interview with Hans Erik Tuijt, global manager for Heineken Activation
Hans Erik Tuijt, global manager, Heineken Activation, has told Sports Sponsorship Insider of his hope that European clubs and rugby unions will come to a consensus on the future of the Heineken Cup that will prevent an Anglo-French breakaway competition.
San Pellegrino refreshes DP World Tour Championship’s commercial roster
Italian beverage company San Pellegrino has agreed a deal to become an official supplier for the 2013 DP World Tour Championship, the season finale of golf’s European Tour.