Soft Drinks
Joel is Not Happy – Mountain Dew & the NBA
Opening Ceremony – Pepsi & Uefa
#ChallengeAccepted – Royal Challenge & Royal Challengers Bangalore
Stock Up/12th Man/Powerade Launch – Coca-Cola & the ICC
Trophy Tour 2019 – Coca-Cola & the Premier League
Where Everyone Plays – Coca-Cola & the Premier League
NCAA Men’s Final Four Sponsorship – Coca-Cola & the National Collegiate Athletic Association
Record Olympic deal puts Coca-Cola and Mengniu on TOP for digital
LaLiga strikes first regional deal in Central America with Gatorade
Coca-Cola signs as first non-endemic Global Partner of Overwatch League
UFC gets new Official Beer, renews with Monster Energy
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.
Carabao deal breaks the mould in difficult Brazilian market
The main shirt sponsorship deal agreed this month between top Brazilian club Flamengo and Thai energy drinks brand Carabao bucks one trend in the country’s football sponsorship market, in being a long-term deal.
Nascar title deal a “steal” for Monster, say experts
The new title sponsor agreement between energy drink brand Monster Energy and the Nascar open wheel racing series for its top competition was described this month as a “steal” by motorsports marketing experts, after the organisation took a hit on the value of its top position.
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.
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.
Monster Energy pays double as Bellator proves value
Central deal values for the US-based Bellator mixed martial arts (MMA) organisation have doubled over the past three years as its live television ratings reach new highs.
Coca-Cola experiments with air racing platform
Soft drinks group Coca-Cola is providing cash fee and promotional support as one of seven sponsors of the Air Race 1 World Cup, a new three-event race series, which launched, June 7, in Monastir, Tunisia.
Monster Energy in MotoGP
The Monster energy drink brand’s deal with Kawasaki Team Racing is its first foray into team sponsorship in World Superbike, but follows a far bigger, ongoing investment in MotoGP.
Kawasaki deal kick-starts Monster in World Superbikes
Energy drink brand Monster Energy as a top-tier sponsor of the Kawasaki Racing Team in a two-year deal, from 2015 to 2016.
Getting the sponsorship story told
Coca-Cola fends off rival for Rugby World Cup rights
Global soft drinks group Coca-Cola clinched a second-tier Official Sponsor position for the 2015 Rugby World Cup after competition from a rival drinks brand.
DFB to profit next year from 2014 World Cup triumph
Soft drinks company Coca-Cola has signed a three-year deal with the Deutscher Fussball Bund (DFB), the German football federation. The deal completes the organisation’s sponsorship roster until mid-2015.