Soft Drinks
Gatorade seals Premier League double with Arsenal and Liverpool
PepsiCo-owned isotonic drinks brand Gatorade has signed three-year deals to become the official sports drink and sports nutrition partner of English Premier League football clubs Arsenal and Liverpool.
KHL signs landmark PepsiCo deal
Russia’s Kontinental Hockey League has agreed its first sponsorship deal with a multi-national firm after signing a partnership with PepsiCo.
Three deals done, two to go for badminton federation
A further two brands are expected to sign on as sponsors of the Badminton World Federation’s Major Events in the coming months, with the federation having settled on a target of five brands for what is a new sponsorship category.
Bundesliga’s Eintracht and Bayer 04 sign partnerships
German 1.Bundesliga football clubs Eintracht Frankfurt and Bayer 04 Leverkusen have signed new sponsorship deals with DFV, Coca-Cola and Maurice Lacroix.
Mainz extends with Coca-Cola
German 1.Bundesliga team FSV Mainz has extended its partnership with soft drinks giant Coca-Cola for another three years, from 2013-14 to 2015-16.
United teams up with PepsiCo in Asia-Pacific
English Premier League football club Manchester United has announced a multi-year sponsorship agreement in the Asia-Pacific region with American multi-national food and beverage company PepsiCo.
PepsiCo signs up for 49ers stadium move
NFL American football team the San Francisco 49ers has announced a multi-year partnership with multi-national food and beverage company PepsiCo.
SM Jaleel and Caribbean Alliance join CPL roster
The Caribbean Premier League Twenty20 cricket tournament has secured two more commercial partners for its inaugural edition.
Race of Champions 2013 backed by Red Bull and Singha
Energy drinks giant Red Bull and beer brand Singha have signed up as title partners of international motor sport event the 2013 Race of Champions.
Lipton Iced Tea backs MLB’s “fan wave” drive
PepsiCo-owned brand Lipton Iced Tea has signed a deal to become the official iced tea of Major League Baseball.
Man City drinks up maiden Thai deal
English Premier League football club Manchester City has teamed up with est Cola for its first ever regional partnership in Thailand.
Joker fruit drink brands French national basketball teams
The French Basketball Federation (FFBB) has agreed a four-year partnership with beverage firm the Eckes-Granini Group.
Verivox energises Hertha Berlin’s commercial portfolio
German 1.Bundesliga football club Hertha Berlin has made a new addition to its exclusive partner portfolio after signing a one-year deal with energy comparison website Verivox.
FA gulps down Big Cola extension
The English Football Association has sealed a two-year extension to its partnership with Big Cola, the flagship brand of the multinational beverage company AJE.
Jordan FA drinks to PepsiCo’s extended backing
PepsiCo has extended a sponsorship deal with the Jordan Football Association in a three-year deal, from 2013-14 to 2015-16.
Monster Energy on track with Isle of Man TT
Monster Energy has renewed its title sponsorship of the Isle of Man TT races.
5 Ways Technology is Changing Sponsorship
Highlights and insights from the European Sponsorship Association conference held in London in April 2013