How Heineken’s using the biggest ever non-alcoholic beer sponsorship to grow the category

Heineken recently announced a huge gear change in its alcohol marketing by entering into ‘the largest ever single sponsorship deal … More

New Amsterdam named NHL’s first vodka sponsor

The partnership, the first time a vodka brand has sponsored the NHL, will see New Amsterdam feature in programming throughout … More

NFL names Pizza Hut as its new official pizza sponsor

The NFL announced Wednesday it has reached a multiyear agreement with Pizza Hut for it to become the league’s official … More

Ice cool Jean-Claude Van Damme returns to Channel 4 in Coors sponsorship deal

Muscles from Brussels Jean-Claude Van Damme is set for a return to the small screen as brand ambassador for Coors Light, part of … More

‘Bake Off’ Ups The Price Of Sponsorship

Channel 4 is on the hunt for a new sponsor for The Great British Bake Off at a pumped up price, after … More

84-Year-Old Miracle Whip Just Inked a Sponsorship Deal With an Octogenarian Basketball Team

Like a lot of major brands, Miracle Whip has decided to sink some of its marketing dollars into sports sponsorships. Unlike other brands, however, it’s chosen to underwrite a team with no famous stars, no major-league presence and no big arena to call home.