Soft Drinks
Coca-Cola refreshes Speedway Motorsports ties
Beverage giant the Coca-Cola Company has extended its long-term partnership with US motor racing circuit promoter and operator Speedway Motorsports.
AVP refreshes with new hydration partner
US-based hydration solution provider DripDrop had entered into a partnership with the Association of Volleyball Professionals (AVP) US beach volleyball tour.
PFF secures major backers for Pakistan Premier League
The Pakistan Football Federation has agreed sponsorship deals with sportswear manufacturer Ballon Sports and food and beverage company Shezan for its Pakistan Premier League club competition.
PepsiCo completes major league set with NBA deal
Soft drinks and snack food giant PepsiCo has signed a multi-year marketing partnership with the NBA, replacing rival brand Coca-Cola on the commercial roster of the North American basketball league.
MLS swaps PepsiCo for Coca-Cola in new deal
Major League Soccer has signed its latest major sponsorship deal, with Coca-Cola replacing long-serving PepsiCo as the non-alcoholic beverage partner of the North American league and the U.S. Soccer organisation.
Vasco da Gama refreshes sponsor roster with Guaraviton deal
Brazilian company Viton 44 has struck a deal for its Guaraviton drinks brand to become a partner of recently promoted Campeonato Brasileiro Série A top-tier football club Vasco da Gama.
Red Bull to energise Baku 2015
Energy drinks company Red Bull has agreed to become an official supporter of the Baku 2015 European Games.
Drink brands sign up to sponsor Cosafa Cup
South African lager brand Castle Lager and Austrian energy drink Power Horse have agreed to become sponsors of the 2015 Council of Southern Africa Football Associations (Cosafa) Cup national team tournament in South Africa.
Irn-Bru links up with England’s Football League
Soft drinks brand Irn-Bru has signed up as an official partner of the Football League, which operates the three divisions below the English Premier League.
Liverpool signs energy drinks partner in Myanmar
Southeast Asian drinks brand Cobra Energy Drink has entered into a partnership with English Premier League football club Liverpool.
Orlando Magic nets PepsiCo renewal
NBA basketball team Orlando Magic has announced a multi-year extension to its long-standing partnership with soft drinks and snack foods giant PepsiCo.
Monster Energy signs up as major UFC partner
Energy drinks company Monster Energy has agreed a multi-year partnership with the Ultimate Fighting Championship mixed martial arts series.
Force India energised by Hype deal
Energy drinks brand Hype Energy has struck a partnership with Formula One motor-racing team Force India.
Big East names Nike and Dr Pepper Snapple as new partners
US sportswear giant Nike and soft drinks company Dr Pepper Snapple Group have agreed to become official partners of the Big East Conference college sports championships.
Monster enhances motorcycling presence with North West 200 deal
Energy drinks brand Monster has agreed a sponsorship deal with the 2015 North West 200 motorcycle road racing event in Northern Ireland.
Monster Energy in MotoGP
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.
Kawasaki deal kick-starts Monster in World Superbikes
Energy drink brand Monster Energy as a top-tier sponsor of the Kawasaki Racing Team in a two-year deal, from 2015 to 2016.
Appletiser refreshes Ascot Racecourse
Ascot Racecourse has agreed a sponsorship deal with soft drinks manufacturer Appletiser.