Soft Drinks
PepsiCo extends Champions League partnership
US multinational food and beverage corporation PepsiCo has renewed its sponsorship of the Uefa Champions League club football competition.
Polish FA teams up with Coca-Cola
The Polish Football Association (PZPN) has agreed a sponsorship deal with soft drinks manufacturer Coca-Cola.
PepsiCo continues as major NHL partner
North American ice hockey league the NHL has extended its partnership with US multinational food and beverage corporation PepsiCo.
Nigerian Football Federation signs up Coca-Cola
Soft drinks manufacturer Coca-Cola has agreed a partnership with the Nigerian Football Federation.
Monster Energy extends UFC partnership
The Ultimate Fighting Championship mixed martial arts series has renewed its global partnership with drinks brand Monster Energy.
Coca-Cola refreshes Nascar, ISC deals
Soft drinks producer Coca-Cola has renewed its sponsorship agreements with North American stock car-racing series Nascar and the International Speedway Corporation.
Huddersfield adds drinks partner to commercial portfolio
English Premier League football club Huddersfield Town has entered into a partnership with soft drinks brand Coco Fuzion 100.
Dr Pepper extends backing of College Football Playoff
Soft drink brand Dr Pepper has signed a long-term extension to its sponsorship of the College Football Playoff, an annual post-season competition in the US collegiate American football system.
Monster steps up to take lead sponsorship of Professional Bull Riders
Drinks brand Monster Energy has expanded its partnership with Professional Bull Riders to support the organisation’s 25th anniversary tour.
Kuala Lumpur Sports City signs drinks partner
Malaysian isotonic drinks brand 100Plus has agreed a deal to become the official beverage partner of the Kuala Lumpur Sports City complex.
Malaysian FA teams up with Yakult
The Football Association of Malaysia has entered into a partnership with probiotic dairy products manufacturer Yakult.
Boca Raton Bowl unveils new title sponsor
Fruit juice company Cheribundi Tart Cherry has become the new title sponsor of the Boca Raton Bowl US college American football game.
City adds Gatorade to Global Partners as revenues soar
Gatorade, the sports drink brand owned by PepsiCo, became the Official Sports Nutrition Partner of English Premier League club Manchester City in a multi-season deal.
Coca-Cola replaces PepsiCo as Kentucky Derby sponsor
Soft drinks manufacturer Coca-Cola has been unveiled as an official sponsor of US horse-racing showpiece the Kentucky Derby.
Otsuka returns to back Asian Games
Japanese pharmaceutical firm Otsuka has renewed its sponsorship of the Asian Games ahead of the 2018 edition of the multi-sport event, which will be held in the Indonesian capital of Jakarta and Palembang.
Tough Mudder, Spartan sign new partners
Obstacle course series Tough Mudder and Spartan have agreed sponsorship deals with sports beverage company Kill Cliff and health club chain 24 Hour Fitness, respectively.
PepsiCo adds Chase Center to Warriors sponsorship
US multinational food and beverage corporation PepsiCo has expanded its partnership with the Golden State Warriors to include sponsorship of Chase Center, the future home of the NBA basketball team.
Manchester City secures Gatorade deal
PepsiCo-owned isotonic drinks brand Gatorade has agreed a global partnership with English Premier League football club Manchester City.