Soft Drinks

Singapore conglomerate Fraser and Neave has sealed a deal for its 100Plus beverage brand to sponsor the Singapore Sports Hub.

The PGA of Australia golf organisation has agreed a five-year extension to its partnership with the Coca-Cola Amatil beverage group.

Soft drinks brand Busta has renewed its sponsorship agreement with the Caribbean Premier League for the 2014 edition of the Twenty20 cricket tournament.

Energy drinks brand Burn, sports betting house Sportium and global insurance company AIG have agreed commercial partnerships with Air Race F1 ahead of the launch of the new air racing series on June 1 in Catalunya, Spain.

Legal firm Graham Thompson Attorneys and food and beverage multinational Nestle have agreed to become sponsors of the International Association of Athletics Federations’ (IAAF) inaugural World Relays event, which takes place in the Bahamas later this month.

US multinational food and beverage corporation PepsiCo has announced a multi-year extension to its sponsorship agreement with Major League Baseball Properties, which has run for over 15 years.

Major League Baseball team Oakland Athletics has agreed a commercial partnership with zero calorie soda brand Zevia.

Major League Baseball team Pittsburgh Pirates has announced a multi-year partnership with soft drinks giant Coca-Cola.

The music was pumping at the London Marriott Hotel in Grosvenor Square, London last night, as the UK Sponsorship Awards rattled through more than 20 award categories and three personality awards as part of the event’s 20th Anniversary celebrations.

Day three of the 2014 IEG Sponsorship Conference started at a round table with director of global partnerships for logistics company UPS, Betsy Wilson.

Soft drinks brand Dr Pepper has reached an agreement with US sports broadcaster ESPN to become the first official championship partner and a presenting sponsor of the new College Football Playoff National Championship Trophy.

Major League Soccer has announced a multi-year sponsorship deal with juice drink brand Capri Sun and US food conglomerate Kraft Foods.

Energy drinks company Monster Energy has agreed a new partnership with mixed martial arts organisation Bellator.

Soft drinks brand Coca-Cola, razor brand Gillette, financial services company Citigroup and electronics company Sony have shown interest in the McLaren Mercedes F1 Team title sponsorship, but the team may wait until the entry of its new engine partner Honda in 2015 before signing a deal.

The Hexis Group has confirmed a renewed deal with the SRO Motorsports Group for its energy drinks brand to sponsor the Blancpain GT endurance motor racing series.

Isotonic drinks manufacturer Lucozade Sport has agreed a three-year partnership with mass participation event organiser Nova International to sponsor its UK-long distance running property the Great Run Series.