The world?s top-selling bourbon brand Jim Beam has renewed as the ?Official Dark Spirits Partner? of the Australian Football League (AFL) for two more seasons, from 2020-21 to 2021-22.

Stella Artois will not return as the lead beer partner for the 2021 Australian Open because the brand is being offloaded by its owner, Japanese drinks group Asahi. Asahi picked up Tennis Australia?s?

The National Hockey League?s newest team the Seattle Kraken has signed up spirit brand Kraken Rum, part of New Jersey-based Proximo Spirits, as a sponsor. The two namesake organisations begin their?

Golf?s European Tour has signed up single malt whisky brand Loch Lomond Whiskies to its sponsorship portfolio. The deal will run through the organisation?s ?UK Swing? which includes six events across?

Formula One team Scuderia AlphaTauri has extended its partnership with Thai apple cider and hot dog brand Moose to cover the 2020 season The two organisations first linked up in a sponsorship covering

Spiced rum brand Captain Morgan has expanded its relationship with Major League Soccer by signing a multiyear partnership to become the official rum partner of MLS Canada. As part of a wide-ranging?

Leading spiced rum brand Captain Morgan has been named an official partner of the Milwaukee Bucks and the National Basketball Association team?s venue, Fiserv Forum. As part of the deal?

European football?s governing body Uefa has officially launched the sales process for the sponsorship rights to its men?s club competitions for the period 2021-24. Concepts for the new sponsorship?