Food - Other

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Italian FA (FIGC) set to earn €37m from sponsorship rights in 2019 Top Partner deals renewed this month with Eni and Tim

Budweiser Budweiser is the official beer of the FIFA World Cup following its parent company Anheuser-Busch's deal until after the 2022 World Cup, worth around $22.

US consumer foods group General Mills launched its new Lawn Tennis Association-endorsed Nature Valley protein bar on the day that Andy Murray crashed out of the Aegon Championship at the Queen’s Club in London. But tennis is a long-term play for the group.

Uncertainty over the future venue for the ATP World Tour Finals, the season-ending men’s tennis tournament currently hosted in London, opened the door to late-signing brands for this year’s tournament tha…

German supermarket chain Lidl is using sponsorship of national sports properties in two major European markets to help reposition the brand from a hard discount distributor to a mass market brand.

The Overwatch League has announced a multi-year partnership with Kellogg's, which will focus on co-marketing initiatives with the Michigan-based food manufacturing company's Cheez-It and Pringles products

Kellogg’s-owned snack brand Pringles has signed its first partnership with a League of Legends esports property.

The PGA Tour has announced a multiyear marketing relationship with Kingmade Jerky, which designates the product the "Official Jerky and Official Meat Snack of the PGA Tour"

Bundesliga club SV Werder Bremen has agreed on an early extension of its shirt sponsorship with poultry brand Wiesenhof until the end of the 2021-2022 season


Liga International Marketing, a joint venture between Spain’s LaLiga and media agency Mediapro, is understood to have generated significant revenue from Spanish Liga sponsorship deals in Asia and the Middle East in its first season.

In 2013, Papa John's agreed a one-season deal to become the Official Pizza Partner of The Football League, the world’s original league football competition. Thirty-seven clubs were selected to play a deeper, ‘opt-in’ role in the partnership. These teams were selected based on the size of their support, the strategic business importance of their local area, and the number of franchisees nearby.

Sports nutrition brand Maxinutrition want to use the credibility of influential teams and ambassadors to promote their products and the benefits of using protein for physical activity

Belgian pharmaceutical company Omega Pharma has made its sports nutrition brand Etixx the joint-title sponsor of the Omega Pharma - Quick-Step Pro Cycling Team from 2015 to 2017.

Amaury Sport Organisation, the organiser of the Tour de France cycle race, is in talks with carmaker Skoda and food conglomerate Nestlé Group to renew as Tour de France Club Partners and maintain a top-tier sponsor line-up that has gone unchanged since 2004.

GLOBAL NUTRITION, WEIGHT management and personal care company Herbalife has extended its presenting partnership with Major League Soccer (MLS) franchise the Los Angeles Galaxy for a further ten years until…

NUTRITION COMPANY Herbalife is an official sponsor of the world’s best footballer, Barcelona forward Lionel Messi, but there is one man who attracts more social media attention in association with the b…

MUSCLEPHARM CORPORATION, the Nevada-based nutritional supplement company, signed a one-year sponsorship deal with “NFL superstar and sports social media trendsetter” Chad Ochocinco, a wide receiver for…

LA GALAXY vs MELBOURNE VICTORY: LA Galaxy played Melbourne Victory this week in a high-profile friendly match between arguably the top soccer club brands from Major League Soccer and the Hyundai A-League…

THE EXPANDING U.S. nutritional supplement company, MusclePharm Corporation, announced a one-year sponsorship deal with NFL superstar Chad Ochocinco, October 25