Asahi Group Holdings has announced that Asahi Super Dry will be the official beer for the Rugby World Cup 2023 in France.

Despite reports of champagne’s struggle to keep cases sales up, Lucy Britner finds that the world has far from fallen out of love with France’s famous export

Anheuser-Busch InBev is to extend its official beer sponsorship to the 2018 FIFA World Cup Russia and the 2022 FIFA World Cup Qatar. 

Heineken has extended its sponsorship of the Rugby World Cup to remain its official beer supplier and worldwide partner for the 2015 tournament in England.

Budweiser has signed a three-year agreement with The Football Association to become the ‘lead partner’ of The FA Cup.

Scotch whisky Royal Salute has announced its sponsorship of the Sentebale’s Polo Cup in Dubai.

UK: Hennessy will mark 54 years of continuous partnership - British racing’s longest commercial sponsorship - at this year’s Hennessy Gold Cup at Newbury Racecourse on November 27.

Belgium: The European Spirits Organisation CEPS and The European Forum for Responsible Drinking (EFRD) have teamed up with the Belgian Federation of Wine and Spirits to launch a responsible drinking campaign during the World Cup.