Soft Drinks
Humour to drive Super Bowl ad success, says creative director
Advertisers at this year’s Super Bowl will focus on humour, music and pure entertainment, an advertising creative with skin in the game has told SportBusiness Sponsorship.
Coca-Cola grabs ICC global partner rights
The Indian subsidiary of soft drinks group Coca-Cola has signed as a new global partner of the International Cricket Council, SportBusiness Sponsorship has learned.
Coca-Cola Japan backs home Paralympics
The Japanese division of soft drinks manufacturer Coca-Cola has been unveiled as a sponsor of the 2020 Paralympic Games in Tokyo
Man City signs new energy drink deal with Power Horse
Premier League club Manchester City has signed a new Official Energy Drink Partner deal with Austrian brand Power Horse
Carabao terminates Flamengo partnership
Thai energy drinks brand Carabao has terminated its partnership with Brazilian top-tier football club Flamengo four years early
Red Bull extends backing of Serie B
The Italian Serie B, the second tier of domestic club football, has renewed its sponsorship deal with energy drinks manufacturer Red Bull
Red Bull teams up with 100 Thieves
Esports organisation 100 Thieves has signed a partnership with energy drinks manufacturer Red Bull
Coca-Cola supports Hockey World Cup
Soft drinks brand Coca-Cola has agreed a partnership with the 2018 Hockey Men’s World Cup, which commenced in Bhubaneswar, India yesterday (Wednesday).
Paris Saint-Germain renews with Coca-Cola
Ligue 1 club Paris Saint-Germain has renewed its partnership with US soft drinks company Coca-Cola.
Under the new deal, Coca-Cola will be an Official Supplier of PSG until the end of the 2020-21 season
Inter partners up with Gatorade
Italian Serie A football club Inter Milan has signed a sponsorship deal with isotonic sports drink brand Gatorade.
The two-year deal will cover the 2018-19 and 2019-20 seasons
Monster Energy renews with Bellator MMA
US energy drink brand Monster Energy has renewed its Global Partner deal with US-based mixed martial arts organisation Bellator
UFC gets new Official Beer, renews with Monster Energy
Mexican beer brand Modelo is paying between $12m (€10.6m/£9.2m) and $14m per year as the new Official Beer of the Ultimate Fighting Championship, according to industry sources.
Cherry drink brand extends ESPN Events college sports deal
Cherry juice products brand Cheribundi is extending its sponsorship with ESPN Events by adding seven College Football Bowl Games and six NCAA early-season college basketball events to its sponsorship roster…
Rich Energy clinches Title Sponsor deal with Haas F1 Team
British energy drink brand Rich Energy has inked a new multi-year deal as Title Sponsor of the Haas Formula One Team
Coca-Cola to brand McLaren car in F1 first
The Coca-Cola Masterbrand will appear on the livery of the McLaren Formula One team as part of a new agreement between the two organisations for the rest of the season
Conor McGregor offsets UFC loss, renews with Monster, signs with Reebok
Mixed martial arts fighter Conor McGregor signed a pair of new sponsorship deals ahead of his comeback fight against Khabib Nurmagomedov last Friday.
Shamrock Farms steps up University of Arizona backing
Family-owned dairy products manufacturer Shamrock Farms has expanded its long-running partnership with the University of Arizona through a new agreement with its athletics division
Ontario dairy body engages in wide-ranging sports pact
The marketing group of the Dairy Farmers of Ontario has entered into a partnership with NHL ice hockey team the Ottawa Senators, while it has agreed a separate deal with Maple Leaf Sports & Entertainment,…