Soft Drinks
São Paulo renews deals with kit sponsors
Campeonato Brasileiro Serie A football club São Paulo has extended kit sponsorship deals with building materials supplier Joli and soft drinks producer Poty.
RFU teams up with Britvic
The Rugby Football Union, the governing body of English rugby union, has entered into a partnership with soft drinks producer Britvic.
Hoffenheim refreshes with Coca-Cola renewal
Soft drinks giant Coca-Cola has signed a three-year extension to its partnership with German Bundesliga football club TSG Hoffenheim.
Carabao signs up to serve as EFL Cup title sponsor
The English Football League (EFL) has agreed a deal for energy drinks company Carabao to become the new title sponsor of its EFL Cup club competition.
LaLiga pours first South African partnership
LaLiga, the organising body of club football in Spain, has entered into a partnership with South African soft drinks and sports beverages manufacturer Kingsley.
Oman FA signs up Coca-Cola and Qatar National Bank
The Oman Football Association has entered into partnerships with soft drinks giant Coca-Cola and financial institution Qatar National Bank (QNB).
Augsburg tops up Coca-Cola partnership
Soft drinks giant Coca-Cola has extended its partnership with German Bundesliga football club FC Augsburg.
MotoGP boosted by Monster Energy extension
Drinks brand Monster Energy has extended a sponsorship deal with the MotoGP motorcycling championship.
Hamburg secures Coca-Cola extension
Soft drinks giant Coca-Cola has extended its partnership with German Bundesliga football club Hamburg.
Coca-Cola backs Saudi FA
Soft drinks giant Coca-Cola has entered into a partnership with the Saudi Arabian Football Federation.
Energy drink sector trends: Interview with Mike Sundet, Momentum Worldwide
Mike Sundet, VP sports and entertainment marketing for the US-based Momentum Worldwide agency speaks about the structure of the energy drink sector, its values and its attitude towards mainstream sports.
Coca-Cola refreshes deals with Bundesliga clubs
Soft drinks giant Coca-Cola has extended its partnerships with German Bundesliga football clubs Hertha Berlin, VfL Wolfsburg and Darmstadt 98.
Pepsi goes grassroots in esports soft drinks battle
Soft drinks manufacturer Pepsi last month took a different tack to many brands entering esports, but a similar path to rival Coca-Cola, signing a title agreement for a grassroots league. Its Mountain Dew brand will sponsor an ESL qualifying tournament for the Counter-Strike: Global Offensive (CS:GO) game.
Energy drink sector swims against the mainstream
The energy drink sector is integral to the funding of many properties in the motorsports and action sports, but is almost entirely absent from mainstream team sport, except in team and event ownerships by the market leader Red Bull.
Schalke partners with AOK, extends Coca-Cola deal
German Bundesliga football club Schalke 04 has entered into a partnership with health insurance company AOK and extended its association with soft drinks giant Coca-Cola.
PGA Tour’s season finale boosted by sponsor extensions
Drinks giant Coca-Cola and energy firm the Southern Company have extended their sponsorship deals with golf’s PGA Tour and the Tour Championship in agreements that are set to provide enhanced broadcast coverage of the season-ending tournament.
Red Bull extends backing of Honda’s MotoGP outfit
Honda Racing Corporation has extended a partnership with energy drinks brand Red Bull for its Repsol Honda MotoGP motorcycling team.
Lega Basket clubs tie up main sponsor deals
Virtus Pallacanestro Bologna has agreed a main sponsorship deal with coffee brand Segafredo Zanetti, while its fellow Italian Lega Basket basketball team Juvecaserta has renewed partnerships with pasta products manufacturer Pasta Reggia and water brand Ferrarelle.