May 24 – Bayern Munich, having celebrated their seventh consecutive Bundesliga title with five-litre flagons of Paulaner beer on the pitch, have decided they want more and extended their partnership through to 2026 with the Munich-based brewer.
May 23 – Champions League finalists Liverpool have added five years to their Carlsberg partnership that will take them through to the end of the 2023/24 season.
March 15 – UEFA has launched a multi-opportunity tender to be the ‘Beer Partner’ of the 2020 Euros which will be played in 12 host cities across Europe.
March 1 – Budweiser will step in to fill the official beer partnership slot of the England Senior Men’s team after Carlsberg end their 22-year association after the Russia 2018 World Cup.
October 2 – Nigerian brewer Star Lager has added Chelsea to its growing roster of football club partners. As well as the Premier League champions, Star have deals with Arsenal, Manchester City, Juventus, Real Madrid, Paris St. Germain and Barcelona.
December 19 – Chinese brewer Tsingtao has renewed its sponsorship of the fast developing and increasingly commercial AFC Champions League for another four years, no figure was announced for the deal.