Gatorade, the sports drink brand owned by PepsiCo, became the Official Sports Nutrition Partner of English Premier League club Manchester City in a multi-season deal.
The main shirt sponsorship deal agreed this month between top Brazilian club Flamengo and Thai energy drinks brand Carabao bucks one trend in the country’s football sponsorship market, in being a long-term deal.
The new title sponsor agreement between energy drink brand Monster Energy and the Nascar open wheel racing series for its top competition was described this month as a “steal” by motorsports marketing experts, after the organisation took a hit on the value of its top position.
Mike Sundet, VP sports and entertainment marketing for the US-based Momentum Worldwide agency speaks about the structure of the energy drink sector, its values and its attitude towards mainstream sports.
Soft drinks manufacturer Pepsi last month took a different tack to many brands entering esports, but a similar path to rival Coca-Cola, signing a title agreement for a grassroots league. Its Mountain Dew brand will sponsor an ESL qualifying tournament for the Counter-Strike: Global Offensive (CS:GO) game.
The energy drink sector is integral to the funding of many properties in the motorsports and action sports, but is almost entirely absent from mainstream team sport, except in team and event ownerships by the market leader Red Bull.
Central deal values for the US-based Bellator mixed martial arts (MMA) organisation have doubled over the past three years as its live television ratings reach new highs.
Soft drinks group Coca-Cola is providing cash fee and promotional support as one of seven sponsors of the Air Race 1 World Cup, a new three-event race series, which launched, June 7, in Monastir, Tunisia.
The Monster energy drink brand’s deal with Kawasaki Team Racing is its first foray into team sponsorship in World Superbike, but follows a far bigger, ongoing investment in MotoGP.
Energy drink brand Monster Energy as a top-tier sponsor of the Kawasaki Racing Team in a two-year deal, from 2015 to 2016.
Global soft drinks group Coca-Cola clinched a second-tier Official Sponsor position for the 2015 Rugby World Cup after competition from a rival drinks brand.