Food & Drink

Football

Bundesliga club VfL Wolfsburg has renewed its partnership with German brewery C. & A. Veltins. The deal with the group’s premium Veltins brand will run for another three seasons, from 2019-20 to 2021-22.
Football

UK confectionary group Mars Wrigley has extended its partnership with the Scottish FA. Under the new deal, the partnership will run until 2022, covering the next men’s World Cup in Qatar.
Football

Scottish Premiership football club Rangers has agreed a four-year partnership with Dutch sports drinks company Osonyq
American Football

The National Football League will be easing the restrictions on team and player likeness in beer, wine and distilled spirit sponsorships
Football

Budweiser will become the presenting partner of the 2019 Women’s International Champions Cup as part of a multi-faceted deal between parent company Anheuser-Busch InBev and tournament organizer Relevent Sp…
Football

The sponsors of clubs in Italy’s Serie A with the highest level of recognition among football fans are Jeep, Lete and Pirelli, according to research by Italian consultancy StageUp and research company I…
Football

Energy drink Carabao has signed a two-year extension of its naming partnership with the EFL Cup, England’s football league cup, which will be named the Carabao Cup until 2021-22.
Football

Premier League club Manchester City has signed a new partnership with Chinese spirits brand JNC. Under the multi-year global deal, JNC will become the club’s Official Baijiu Partner worldwide.
Football

Italian Serie A football club Juventus has renewed its long-running partnership with confectionery company Balocco
Football

Premier League club Liverpool has extended its record-breaking partnership with Danish beer brand Carlsberg
Tennis

French mineral water brand Perrier has agreed a four-year extension to its longstanding partnership with Roland-Garros, home of the French Open tennis grand slam
Football

German Bundesliga football club Bayern Munich has extended its longstanding partnership with the Paulaner brewery
Golf

The PGA Tour has signed a new partnership with Meiomi Wines. Under the deal, Meiomi will be designated as the Official Wine of the PGA Tour and PGA Tour Champions
Football

Serie A club AC Milan has renewed its partnership with local bottled water brand ALPS Italia. Under the multi-year deal, ALPS will retain its designation as the Official Water of AC Milan
Golf

Estrella Damm, the premium lager brand of the Spanish brewing company Damm, has become the new title sponsor of European Tour golf tournament the Andalucía Masters under a five-year deal that will boost …
Esports

US brewing company MillerCoors has struck its first esports partnership with North American esports team Complexity Gaming
Football

German Bundesliga football club SC Freiburg has extended its partnership with dairy products manufacturer Schwarzwaldmilch
Motorsport

Dutch brewing company Heineken has been announced as the title sponsor of Formula One’s returning Dutch Grand Prix.