Food & Drink

Ice Hockey

Budweiser and the National Hockey League Players’ Association (NHLPA) have agreed a new multi-season partnership to help bring fans closer to the sport and its players.

Football

Saka Natural Mineral Water UK has agreed a deal with Fulham to become the official water supplier of the English Premier League football club for the next two seasons.

Multi-sport

Beer brand Skol is set to become an official sponsor of the Rio de Janeiro 2016 Olympic Games in Brazil, according to the Maquina do Esporte newspaper.

Football

FC Barcelona-bound Brazil forward Neymar has further enhanced his endorsement portfolio after agreeing a two-year deal with confectionary brand Mentos.

Football

Uefa, the governing body of European football, expects to generate between €450m ($581m) and €500m in sponsorship revenue from the Euro 2016 finals, up more than 50 per cent on Euro 2012.

Football

Uefa Champions League sponsorship is at the heart of Dutch beer brand Heineken’s marketing push to hit a target of 100-per-cent growth in its global market share over the next seven years.

Football

Chinese football’s Super League is aiming to earn $25m (€19.25m) per year from a new title sponsorship deal beginning in 2014, a 150-per-cent increase on the current deal with real estate company Dalian Wanda.

Golf

Highland Spring has strengthened its ties with golf by becoming an official supplier to the PGA Championship.

Rugby Union

Guinness has agreed new partnerships with the Welsh Rugby Union and the English Rugby Football Union.

Cricket

Kent County Cricket Club has agreed a naming rights deal with Shepherd Neame to rebrand its home ground.

Football

Grupo Petrópolis has secured a 10-year naming rights deal for 2014 World Cup venue, Recife’s Arena Pernambuco.

Football

Holsten has agreed a three-year extension to its long-running partnership with 1.Bundesliga football club Hamburg SV.

Cricket

Carlton & United Breweries has opted to return to one-day international cricket sponsorship after agreeing a deal with Cricket Australia to become the naming rights sponsor of ODI games in Australia.

Rugby Union

Greene King has agreed a three-year deal, from 2013-14 to 2015-16, to become the first title sponsor of English rugby union’s second tier Championship.

Football

PepsiCo has extended a sponsorship deal with the Jordan Football Association in a three-year deal, from 2013-14 to 2015-16.

Monster Energy has renewed its title sponsorship of the Isle of Man TT races.

Football

Beer is big business in sponsorship, particularly in football

Highlights and insights from the European Sponsorship Association conference held in London in April 2013