Soft Drinks
Barcelona stars launch Big Cola extension
Spanish Liga champion Barcelona has announced a three-year extension to its commercial partnership with soft drinks brand Big Cola.
Drive M7 on board as title sponsor for MotoGP’s Aspar
Spanish MotoGP motor-cycling team Aspar has agreed a deal to make Malaysian energy drinks brand Drive M7 its title sponsor for the 2014 season.
Monster rides again with MotoGP
Energy drinks brand Monster has expanded its involvement in MotoGP after agreeing a deal with the motor cycling series’ commercial rights holder Dorna Sports.
Otsuka’s Pocari Sweat makes Asian Games return
Tokyo-based company Otsuka Pharmaceutical has signed a sponsorship deal with the Olympic Council of Asia to make its Pocari Sweat brand the official sports drink for the next two editions of the Asian Games multi-sport event.
Manchester City scores Jaguar Energy Drink deal
English Premier League football team Manchester City has announced a sponsorship agreement with newly launched brand Jaguar Energy Drink UK.
Botafogo refreshes main sponsor deal
Drinks company Viton 44 has agreed a new one-year deal for its Guaraviton brand to remain the main shirt sponsor of Brazilian top division football club Botafogo until the end of the 2014 season.
Gatorade teams with AFL
PepsiCo-owned sports drink brand Gatorade has reached a three-year agreement with the AFL to become the official sports drink of the Australian rules football competition.
Coca-Cola gets behind Toronto’s Pan American Games
Soft drinks giant Coca-Cola has reached an agreement to become the official supplier of non-alcoholic beverages to the Toronto 2015 Pan Am/Parapan Games multi-sport event.
Mondelez joins Team Canada ahead of Sochi 2014
The Canadian subsidiary of multinational food and beverage conglomerate Mondelez has announced a four-year deal to become an official supporter of the Canadian Olympic Committee.
Rugby League World Cup to generate over £2m from sponsors
The Rugby League World Cup 2013, currently being hosted by England and Wales, will make £2m (€2.4m/$3.2m) to £3m in sponsorship revenue, according to Sports Sponsorship Insider research.
Lucozade teams up with Scottish Rugby
Scottish Rugby has announced a partnership with drinks brand Lucozade Sport that will run until 2016.
Zeo scores England Netball deal
Soft drinks company Zeo has agreed a wide-ranging one-year sponsorship deal with the England Netball organisation.
Gatorade: Rugby League World Cup surpasses expectations, forms crucial part of UK strategy
Gatorade, the PepsiCo-owned sport drink brand, has seen exposure at the 2013 Rugby League World Cup surpass its own expectations, with UK viewing figures for tournament games outranking its own interests in the Premier League.
Global Rallycross signs Red Bull as title sponsor
Energy drinks company Red Bull has agreed a multi-year deal to become the title sponsor of the Global Rallycross motorsport series.
NBA’s Magic firms up sponsorship portfolio for new season
NBA basketball team Orlando Magic has announced a host of new and renewed sponsorship agreements for the 2013-14 season.
Barcelona energised by Gatorade partnership
Spanish Liga football club Barcelona has agreed a three-year sponsorship deal with PepsiCo’s sports nutrition drink Gatorade.
SPFL signs Irn Bru and continues search for title sponsor
The Scottish Professional Football League this month agreed a three-year deal with soft drinks brand Irn Bru, boosting its annual sponsorship revenue to around £1m (€1.2m/$1.6m), with its most valuable title sponsorship still to sell.
Irn-Bru retains Scottish football presence with SPFL deal
The Scottish Professional Football League has reached an agreement with Irn-Bru to make the drinks brand its official soft drink.