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LONDON: Of the the non-alcoholic beverage brands currently active in sport sponsorships in the Europe, the Middle East and Africa (EMEA) region, it is soft drinks giant Coca-Cola that is expected to be the most committed, with an estimated 145 deals worth over $132m in 2021. 

Coca Cola is also responsible for the majority of US brand spend, which stands at $239m. The soft drink giant sees 145 active deals in the EMEA region, roughly a fifth of all the active deals in the sector.

Jun 22, 2021 18:06
LAUSANNE: The International Olympic Committee (IOC) Tuesday launches “Stronger Together”, a global Olympic campaign that celebrates athletes by showcasing their journey to the Olympic Games Tokyo 2020, and how they kept moving even when the world around them stopped. The story celebrates their strength, resilience and determination to bring hope, unity and inspiration to people around the world.
Jun 22, 2021 17:06
AMSTERDAM: FIVB Volleyball World launched the ‘Equal Jersey’ Tuesday: a jersey specifically designed to honor gender equality. This first ever Equal Jersey will be worn by the world’s top volleyball players featuring not only their name, but also the name of the opposite gender who shares the same jersey number. 
Jun 21, 2021 13:06
HYDERABAD: Himalaya MEN, the men’s grooming brand of The Himalaya Drug Company, and grooming partner for ICC’s men’s events till 2022, has come up with an innovative new campaign called “Cheer in Whites” for the ongoing World Test Championship final 2021.
Jun 21, 2021 08:06
NEW DELHI: The JSW Group (JSW) and the Indian Olympic Association (IOA) have announced a new sponsorship agreement that will see the Indian conglomerate come on board as an official Team India sponsor ahead of the Tokyo 2020 Olympic Games. 
Jun 18, 2021 12:06
NEW DELHI: GoDaddy Inc. Friday announced its official sponsorship of the International Cricket Council (ICC) World Test Championship 2021.  By engaging with tournament viewers and cricket enthusiasts, GoDaddy aims to drive conversations and encourage digital adoption. The announcement is a continuation of GoDaddy’s association with the ICC, starting with the Men's Cricket World Cup. 
Jun 18, 2021 10:06
CHICAGO: Wilson Sporting Goods Co., in partnership with the National Basketball Association, Thursday unveiled the  NBA’s new official game ball in advance of the league’s 75th anniversary season.   The reveal tips off a multiyear partnership, welcoming the NBA’s first official basketball manufacturer – Wilson – back to the game.
Jun 18, 2021 08:06
CHENNAI: With India's Tech Mahindra announcing the Global Chess League (GCL) that has the official backing of world governing body FIDE, the chances of top Indian chess players signing up brand endorsement deals have brightened, players and talent managers feel. 
Jun 18, 2021 08:06
COMCAST-OWNED MEDIA CONGLOMERATE NBC is reportedly looking to set a new benchmark for the price of a 30-second spot for Super Bowl commercials as it kicks off preliminary discussions with advertisers for the 2022 edition of world sport's biggest single day money spinner. And the price tag? No less than $6 million! 
Jun 18, 2021 07:06
NEW DELHI: The Indian Olympic Association on Thursday announced a sponsorship agreement with MPL Sports Foundation, the community initiative of esports platform Mobile Premier League (MPL), as the IOA's principal sponsor covering the Tokyo 2020 Olympic Games, Birmingham 2022 Commonwealth Games and Hangzhou 2022 Asian Games. 
Jun 17, 2021 19:06
NEW YORK: The National Football League (NFL) Wednesday welcomed Diageo, a global leader in beverage alcohol, as its first ever Official Spirits Sponsor.  The multiyear sponsorship is uniquely structured with the NFL fan in mind and will include opportunities for on-site activation and engagement with adult fans, as well as broadcast, digital, and social content from NFL Kickoff through the Super Bowl.