March 12 – Dutch giants in football and beer have struck a deal that will see the Heineken brand become the official pouring partner of AFC Ajax, the four-times European Cup winner for the next 10 years.
June 24 – AB InBev brand Michelob Ultra has become the official beer of Concacaf’s club competitions in a joint deal that includes the MLS and naming rights to the Campeones Cup, played between the winner of the MLS Cup and Mexico’s LigaMX.
April 19 – The Football Association of Montenegro (FSCG) has extended its sponsorship contract with Trebjesa Brewery, one of Montenegro’s biggest companies.
September 19 – Dutch brewers Heineken have renewed their long-standing partnership with the UEFA Champions League until 2027.
January 26 – Beer brand Carling has rejoined the English FA as the official beer partner for the Emirates FA Cup and Vitality Women’s FA Cup, starting this weekend with the fourth round of both competitions.
January 12 – Dutch beer-brand Amstel have extended their official beer partnership with Conmebol, sponsoring the Copa Libertadores until 2026 as well as adding the women’s version of the competition.
November 17 – World Cup organisers have once again changed their beer plans. After moving vending stalls out of sight, the price for a can if Budweiser will cost 50 Qatari riyals (£12.50) inside the main fan zone.
November 4 – Brewer Anheuser-Busch has renewed its official beer sponsorship of U.S. Soccer as the official beer sponsor in a multi-year deal, taking the partnership which began in 1987 beyond 35 years.
October 21 – Carlsberg has become the Official Beer and Non-Alcoholic Beer of Canada Soccer and the Canadian Premier League in a multi-year deal.
June 24 – Spanish brewer Mahou San Miguel has agreed a five-season global sponsorship with LaLiga, expanding a relationship with the league that will now span 10 years.
October 14 – AB InBev brand Budweiser has been named as the official beer of the Italian giants Juventus in a deal running through to the end of the 2021/22 campaign.
September 11 – Arsenal have signed German brew Ganzberg as its Official Beer Partner in Cambodia.
July 29 – Leading Indian beer brand Kingfisher has made its first foray into Premier League football becoming the Official Beer partner of Southampton in what is described as a “multi-year” deal.
July 24 – Budweiser has increased its football sponsorship portfolio in Europe becoming the official beer of LaLiga and the Premier League in what are described as multi-year deals (usually three year-terms for both leagues).
July 23 – Arsenal have gone local with their latest sponsor partner. Camden Town Brewery, which has become the club’s Official Beer Partner in the UK and Ireland in a three-year deal.