Soft Drinks
Juventus extends PepsiCo deal, signs betting partner
Italian Serie A football club Juventus has extended and enhanced its partnership with US multinational food and beverage corporation PepsiCo, and has agreed a sponsorship deal with betting and gaming company Sisal Matchpoint.
Mountain Dew backs new esports competition
Soft drinks brand Mountain Dew has agreed a deal with esports organisations ESL and ESEA to become the title sponsor of a new Counter-Strike: Global Offensive (CS:GO) competition.
Monster Energy pays double as Bellator proves value
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.
Irn-Bru to title sponsor new-look Scottish Challenge Cup
Soft drinks brand Irn-Bru has agreed a deal with the Scottish Professional Football League to become the title sponsor of its Challenge Cup knockout competition.
Manly Sea Eagles in dispute with main sponsor
Australian NRL rugby league club the Manly Warringah Sea Eagles has today (Tuesday) confirmed that it is “managing” an ongoing dispute with its major sponsor, food and beverages company Coco Joy.
AA Drink to keep athletes refreshed at European Athletics Championships
Dutch sports drink brand AA Drink has agreed a deal to become a national supplier of the 2016 European Athletics Championships, which will take place in Amsterdam this summer.
Bellator energised by extension with major sponsor
Energy drinks company Monster Energy has agreed a multi-year extension to its partnership with mixed martial arts series Bellator.
Gatorade furthers NFL backing with Chinese partnership
PepsiCo-owned isotonic drinks brand Gatorade has entered into a partnership with the Chinese division of American football league the NFL.
Mountain Dew gets behind drone racing through DR1 tie-up
Soft drinks brand Mountain Dew has entered into a global sponsorship deal with drone racing organisation DR1 Racing in what is termed the first branded partnership for the emerging sport.
NFL’s Falcons sign up Coca-Cola for new stadium
Soft drinks giant Coca-Cola has agreed a deal to become a founding partner of the Mercedes-Benz Stadium, the new home of NFL American football franchise the Atlanta Falcons.
Lucozade Sport keeps on running with London Marathon
Isotonic drinks brand Lucozade Sport has signed a three-year extension to its partnership with the London Marathon.
NFL’s Jaguars bring in nutrition partner
The Jacksonville Jaguars NFL American football team has agreed a partnership with Nu-Well Physicians, a locally based provider of nutritional products.
Delhi Daredevils milk new principal sponsor, secure whisky partner
Dairy products manufacturer Mother Dairy has agreed a deal to become the principal sponsor of Indian Premier League Twenty20 cricket franchise the Delhi Daredevils for the upcoming 2016 season.
Atlanta Braves pour Coca-Cola extension
Soft drinks giant Coca-Cola has extended its long-running partnership with Major League Baseball franchise the Atlanta Braves.
White Sox switch from Pepsi to Coke
Major League Baseball franchise the Chicago White Sox has entered into a multi-year partnership with soft drinks giant Coca-Cola, bringing to an end its long-running association with rival company PepsiCo.
Cubs refresh with extended Pepsi partnership
Soft drinks and snack food producer PepsiCo has extended its partnership with North American Major League Baseball franchise the Chicago Cubs.
Title sponsor extends with S.League
Food and beverage company Yeo’s has extended its co-title sponsorship agreement with the S.League, the top tier of domestic football in Singapore.
Coca-Cola adds fizz to Lyon’s commercial portfolio
Soft drinks giant Coca-Cola has entered into a partnership with French Ligue 1 football club Lyon.