Soft Drinks
Monster ups MotoGP commitment with Yamaha title sponsorship
Xyience returns to back International Champions Cup
Energy drinks brand Xyience has renewed its sponsorship of the International Champions Cup pre-season football tournament.
Lavazza retains French Open in grand slam set
Italian coffee company Lavazza has renewed its sponsorship of the French Open grand slam tennis tournament.
Coca-Cola continues backing of French Football Federation
The French Football Federation has renewed its partnership with soft drinks company Coca-Cola.
Monster Energy extends with speedway showpiece
Drinks brand Monster Energy has renewed its partnership with the International Motorcycling Federation’s (FIM) Speedway World Championships.
Little Caesars Arena partners with energy drink
Energy drinks brand Uptime has entered into a partnership with Little Caesars Arena, the home of NHL ice hockey team the Detroit Red Wings and NBA basketball franchise the Detroit Pistons.
LaLiga signs Nigerian partner
LaLiga, which operates the top two divisions of Spanish football, has agreed a sponsorship deal with beverages company AJEast Nigeria.
Sponsors sign up for Sydney’s Invictus Games
Australian financial services company Westpac and coconut water brand Coco Fuzion 100 have signed up to support this year’s edition of the Invictus Games multi-sport event for wounded servicemen and women, which will take place in Sydney.
Harlem Globetrotters partner with Tum-E Yummies
Exhibition basketball team the Harlem Globetrotters has entered into a partnership with fruit-flavoured water drinks brand Tum-E Yummies.
Nascar weighs up new sponsorship model as Monster extends deal
Drinks brand Monster Energy has renewed its title sponsorship of the premier series of North American stock car-racing championship Nascar until the end of the 2019 season.
Portuguese Football Federation signs latest Chinese sponsor
The Portuguese Football Federation (FPF) has agreed a sponsorship deal with Chinese energy drinks company Eastroc Super Drink.
Jordan FA renews Pepsi partnership
The Jordan Football Association has extended its partnership with soft drinks manufacturer Pepsi.
Portuguese Football Federation lands Chinese partner
The Portuguese Football Federation (FPF) has entered into a partnership with Chinese drinks producer Hangzhou Wahaha Group.
Oakland Athletics snap up new beverage partner
Soft drinks manufacturer Dr Pepper Snapple Group has agreed a five-year deal to become the official beverage partner of Major League Baseball team the Oakland Athletics.
DreamHack renews with Monster Energy
Drinks brand Monster Energy has extended its partnership with DreamHack, an organisation that runs a series of professional esports events.
Chinese Super League snaps up energy drink partner
Chinese energy drink manufacturer Eastroc Super Drink has agreed a deal to sponsor the Chinese Super League, the top tier of club football in the country.
Tampa Bay Rays replace Pepsi with Coca-Cola
Major League Baseball team the Tampa Bay Rays has entered into a partnership with Coca-Cola after opting to end an agreement with rival soft drinks manufacturer PepsiCo.
Snapple signs MLB partnership
North America’s Major League Baseball has agreed a sponsorship deal with soft drinks brand Snapple.