Soft Drinks

Organisers of the inaugural edition of multi-sport competition the World Urban Games have signed sponsorship deals for the forthcoming event with telco Magyar Telekom, car sharing service MOL Limo, automotive…

Premier League club Tottenham Hotspur has signed a partnership agreement with energy drink brand Monster Energy, SportBusiness Sponsorship can reveal

US Formula One motor-racing team Haas has today (Monday) announced that its title sponsorship deal with British energy drinks brand Rich Energy has been terminated with immediate effect

Soft drinks manufacturer Coca-Cola has today been announced as an Official Sponsor of the 2020 Uefa European Championships

Soft drinks brand Pepsi has renewed its sponsorship of the Super Bowl halftime show until 2022 as part of a wider extension of its partnership with the National Football League

Soft drinks manufacturer Coca-Cola has extended its partnership with TSG Hoffenheim - the company’s second new deal with a German Bundesliga football club in the space of a week.

Newly-promoted German Bundesliga football club SC Paderborn 07 has extended its partnership with soft drinks manufacturer Coca-Cola

VfL Wolfsburg has signed a five-year partnership with Dutch isotonic drinks manufacturer Osonyq

Brazilian soft drinks brand Guarana Antarctica has renewed its partnership with the Brazilian Football Confederation (CBF) for eight more years

At the 2018-19 Uefa Champions League final, Pepsi leveraged its rights as presenting partner of the Opening Ceremony through a campaign centred on a concert by Imagine Dragons.

Leveraging its rights as the title sponsor of IPL franchise Royal Challengers Bangalore, Royal Challenge’s 2019 IPL campaign challenged gender stereotypes in cricket.

Coca-Cola India leveraged its 2019 ICC Cricket World Cup sponsorship in the Indian market with a 100-day, multi-phase activation programme.

The Coca-Cola Premier League Trophy Tour of UK & Ireland, which ran through March and April 2019, visited major football centres to give fans unique, shareable experiences.

German Bundesliga football club Borussia Dortmund has agreed new partnerships with banking group Comdirect and IT security specialist ESET, along with extending its deal with beverages manufacturer Coca-Cola

English Premier League football club Southampton has signed a sponsorship deal with sports hydration brand Wow Hydrate

The Haas F1 Team has reached the end of an era with former title sponsor Rich Energy, after the company rebranded itself and forced out controversial founder and chief executive William Storey

British drinks brand Rich Energy has published legal documents purporting to show that it has terminated its sponsorship deal with the Haas F1 Team, despite Haas’s claims to the contrary.

British drinks brand Rich Energy is still the title sponsor of the Haas Formula One Team, despite its official Twitter account posting a tweet on Wednesday saying it had terminated its contract

British drinks brand Rich Energy has terminated its title sponsorship of the Haas F1 team, citing “poor performance” and the “politics and PC attitude” of Formula One. In a

US soft drinks giant Coca-Cola is still a “fundamental sponsor” of the Olympics, despite the changing nature of Olympic marketing, according to an IOC executive.

French Ligue 1 football club AS Monaco has entered into a partnership with Dutch sports drink brand Osonyq. The deal will run for three seasons, from 2019-20 to 2021-22

NFL franchise the Carolina Panthers has agreed a new partnership with US soft drinks giant Coca-Cola, ending its longstanding relationship with rival Pepsi Co

Chinese dairy products company Inner Mongolia Yili Industrial Group has threatened to pull out of sponsoring the 2022 Winter Olympics in Beijing due to a dispute with rival firm China Mengniu Dairy

Newly-promoted German Bundesliga football club SC Paderborn has extended its partnership with sportswear manufacturer Sport-Saller. The new five-season deal will run until the end of the 2024-25 season

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

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.

The PGA of Australia has extended its partnership with Coca-Cola Amatil (CCA) for another three years until 2021

LaLiga, organising body of the top two divisions of Spanish club football, has agreed a partnership with sports-themed drinks and food products manufacturer Gatorade, focused on four markets in the Americas

Major League Baseball franchise the Baltimore Orioles has signed a new partnership with food, snack and beverage manufacturer PepsiCo

PepsiCo Inc. has signed a new multi-year partnership with Indianapolis Motor Speedway (IMS)

Nascar has rejected a one-year extension offer from Nascar Cup title partner Monster Energy – paving the way for a new multi-partner, multi-tier sponsorship approach in 2020.

Beverage group Coca-Cola has agreed a 10-year contract for the naming rights to the new arena that is soon set to open in Dubai

Chinese car brand Venucia and energy drinks brand Hi-Tiger have agreed deals to partner with this year’s Fiba Basketball World Cup in China.

Austrian energy drink brand Red Bull has expanded its global club football empire through a major deal with second-tier Brazilian side Atlético Bragantino.

Minnesota United FC has continued its recent success in securing sponsors with the announcement of a partnership with PepsiCo

The Royal Belgian Football Association (KBVB) has signed a four-year extension to its partnership with soft drinks manufacturer Coca-Cola

Coca-Cola has extended its partnership with the McLaren Racing team for the 2019 Formula One season, after a successful pilot programme in 2018