Soft Drinks
VfL Wolfsburg inks five-year deal with Osonyq
VfL Wolfsburg has signed a five-year partnership with Dutch isotonic drinks manufacturer Osonyq
Guarana Antarctica renews major deal with Brazilian Football Confederation
Brazilian soft drinks brand Guarana Antarctica has renewed its partnership with the Brazilian Football Confederation (CBF) for eight more years
Dortmund scores sponsorship hat-trick
German Bundesliga football club Borussia Dortmund has agreed new partnerships with banking group Comdirect and IT security specialist ESET, along with extending its deal with beverages manufacturer Coca-Cola
Southampton teams up with Wow Hydrate
English Premier League football club Southampton has signed a sponsorship deal with sports hydration brand Wow Hydrate
Record Olympic deal puts Coca-Cola and Mengniu on TOP for digital
The joint Olympic sponsorship deal struck by the Coca-Cola Company and Chinese dairy company Mengniu is the largest sponsorship deal in history.
Relief for Haas F1 as Rich Energy CEO forced out, title deal lives on
The Haas F1 Team has reached the end of an era with former title sponsor Rich Energy, after the company rebranded itself and forced out controversial founder and chief executive William Storey
LaLiga strikes first regional deal in Central America with Gatorade
PepsiCo's Gatorade sports drink brand will pay a fee in the low hundred thousands of euros to sponsor LaLiga in four Central American countries, according to industry sources
Leaked documents appear to show Rich Energy has terminated Haas F1 deal
British drinks brand Rich Energy has published legal documents purporting to show that it has terminated its sponsorship deal with the Haas F1 Team, despite Haas’s claims to the contrary.
Rich Energy still Haas F1’s title sponsor after ’embarrassing’ tweet blamed on ‘rogue individual’
British drinks brand Rich Energy is still the title sponsor of the Haas Formula One Team, despite its official Twitter account posting a tweet on Wednesday saying it had terminated its contract
Rich Energy cancels Haas F1 contract, citing ‘poor performance’
British drinks brand Rich Energy has terminated its title sponsorship of the Haas F1 team, citing “poor performance” and the “politics and PC attitude” of Formula One.
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Coke still a ‘fundamental sponsor’ of the Olympics – Timo Lumme
US soft drinks giant Coca-Cola is still a “fundamental sponsor” of the Olympics, despite the changing nature of Olympic marketing, according to an IOC executive.
AS Monaco teams up with Osonyq
French Ligue 1 football club AS Monaco has entered into a partnership with Dutch sports drink brand Osonyq.
The deal will run for three seasons, from 2019-20 to 2021-22
Coca-Cola returns to Carolina Panthers
NFL franchise the Carolina Panthers has agreed a new partnership with US soft drinks giant Coca-Cola, ending its longstanding relationship with rival Pepsi Co
China’s two biggest dairy companies fight over 2022 Winter Olympics sponsorship
Chinese dairy products company Inner Mongolia Yili Industrial Group has threatened to pull out of sponsoring the 2022 Winter Olympics in Beijing due to a dispute with rival firm China Mengniu Dairy
SC Paderborn extends with Sport-Saller, Effect for Bundesliga return
Newly-promoted German Bundesliga football club SC Paderborn has extended its partnership with sportswear manufacturer Sport-Saller.
The new five-season deal will run until the end of the 2024-25 season
Osonyq continues Dutch influence at Rangers
Scottish Premiership football club Rangers has agreed a four-year partnership with Dutch sports drinks company Osonyq
Carabao extends EFL Cup naming deal until 2021-22
Energy drink Carabao has signed a two-year extension of its naming partnership with the EFL Cup, England’s football league cup, which will be named the Carabao Cup until 2021-22.
Coca-Cola Amatil extends with PGA of Australia
The PGA of Australia has extended its partnership with Coca-Cola Amatil (CCA) for another three years until 2021