Soft Drinks
LaLiga signs Americas-focused deal with Gatorade
LaLiga, organising body of the top two divisions of Spanish club football, has agreed a partnership with sports-themed drinks and food products manufacturer Gatorade, focused on four markets in the Americas
Orioles partner up with PepsiCo
Major League Baseball franchise the Baltimore Orioles has signed a new partnership with food, snack and beverage manufacturer PepsiCo
PepsiCo links up with Indianapolis Motor Speedway
PepsiCo Inc. has signed a new multi-year partnership with Indianapolis Motor Speedway (IMS)
Nascar rejects Monster Energy extension to focus on multi-partner model
Nascar has rejected a one-year extension offer from Nascar Cup title partner Monster Energy – paving the way for a new multi-partner, multi-tier sponsorship approach in 2020.
Coca-Cola lands naming rights to new Dubai arena
Beverage group Coca-Cola has agreed a 10-year contract for the naming rights to the new arena that is soon set to open in Dubai
Venucia, Hi-Tiger back Fiba World Cup
Chinese car brand Venucia and energy drinks brand Hi-Tiger have agreed deals to partner with this year’s Fiba Basketball World Cup in China.
Red Bull expands global football empire, takes over at Bragantino
Austrian energy drink brand Red Bull has expanded its global club football empire through a major deal with second-tier Brazilian side Atlético Bragantino.
Minnesota United secures PepsiCo deal for Allianz Field
Minnesota United FC has continued its recent success in securing sponsors with the announcement of a partnership with PepsiCo
Coca-Cola signs as first non-endemic Global Partner of Overwatch League
American soft drink giant Coca-Cola will pay just under $3m (€2.65m) per season to partner with global esports property the Overwatch League (OWL), according to industry sources.
Coca-Cola extends long-term backing of Belgian FA
The Royal Belgian Football Association (KBVB) has signed a four-year extension to its partnership with soft drinks manufacturer Coca-Cola
Coca-Cola extends with McLaren F1 in multi-brand campaign
Coca-Cola has extended its partnership with the McLaren Racing team for the 2019 Formula One season, after a successful pilot programme in 2018
Red Bull partners with League of Legends European Championship
Energy drinks brand Red Bull has signed up as the latest partner for esports series the League of Legends European Championship
Lucozade Sport to support England women’s national team
Exercise drink Lucozade Sport has been unveiled as an Official Partner of the England women’s national football team.
Gatorade extends Manchester City partnership with women’s team rights
Sports drink brand Gatorade has extended its multi-year global partnership with the English Premier League's Manchester City to include the club’s women’s team.
Red Bull signs with WSL, surfing at ‘powerful inflection point’ – Goldschmidt
The World Surf League (WSL) has signed a three-year, multi-tour deal with energy drink giant Red Bull
Suntory Holdings signs on as Rugby World Cup supplier
Suntory Holdings Limited has today (Friday) been announced as the official soft drinks supplier for this year’s Rugby World Cup in Japan.
Coca-Cola targets IPL team rights in Indian cricket spree
Coca-Cola India is “aggressively pursuing” multiple deals with Indian Premier League teams before the start of IPL 12 at the end of March, SportBusiness Sponsorship has learned.
Overwatch League signs Coca-Cola deal
Activision Blizzard's Overwatch League has signed a reported three-year deal for Coca-Cola to become the esports competition's Official Non-Alcoholic Beverage partner.