Top Story: Cleveland Browns swap Pepsi for Dr Pepper

Rolling sports business news wrap: Every deal, every day.

Top Story: Cleveland Browns swap Pepsi for Dr Pepper

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Top Story

The National Football League’s (NFL) Cleveland Browns have agreed a pouring rights deal with Keurig Dr Pepper, according to ESPN’s Darren Rovell.


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The deal, which ends the franchise’s association with Pepsi, will see the company’s brands – including RC Cola, 7Up and Snapple – on offer at the FirstEnergy Stadium.

The Browns are just the second NFL club to partner with Keurig Dr Pepper, with the Chicago Bears being the other. The remaining 30 teams in the league are all partnered with either Pepsi Co or Coca-Cola.

The news comes after the Browns and beer brand Bud Light announced that they will be placing ‘Victory Fridges’ all over Cleveland, which will automatically unlock upon the event of a Browns win.

The Browns, who have not reached the NFL play-offs for 15 years, begin the new season at home to the Pittsburgh Steelers on 9th September.


Online bookmaker Betway has strengthened its esports presence by striking a sponsorship deal with Invictus Gaming for the upcoming Dota 2 pro season. 

Hospitality services provider Kofler has agreed a deal to become the exclusive hospitality partner of Lisbon’s Estádio da Luz, home of Primeira Liga soccer side Benfica.

The Jordan Olympic Committee (JOC) has signed a kit deal with Joma until the end of the Tokyo 2020 Olympic Games.

Technology company OTC Desks has renewed its sponsorship of La Liga side Real Betis for a further year.

Premier League side Huddersfield Town have named business telecoms provider Abzorb as an official partner. The company will become the sponsor of the 'Cowshed' stand at the top-flight English soccer club's John Smith's Stadium. 

Abu Dhabi-based airline Etihad Airways is the new shirt sponsor of Saudi Professional League soccer club Al Nassr.

German pharmacy news outlet Apotheke Adhoc has been named as an official partner of this year’s Wheelchair Basketball World Championships, which got underway in Hamburg on Thursday. 

Irish pay-TVbroadcaster Eir Sport has become the match official sponsor of the Pro14 rugby union competition for the 2018/19 season.

Media Rights

Polish pay-TV broadcaster Polsat has widened access to its coverage of the Uefa Champions League and Europa League soccer competitions by agreeing a carriage partnership with telco UPC Polska.

Sports broadcaster ESPN has retained the exclusive rights in Brazil to the Eredivisie, the top flight of soccer in the Netherlands, until the end of the 2020/21 season. 

Bidding and Hosting

The US resort of Lake Placid has been revealed as the host of the 2023 Winter Universiade multi-sport event.

Bad Timing of the Day

Premier League club Tottenham Hotspur have named Swiss watch manufacturer IWC Schaffhausen as their official timing partner - just days after announcing further delays to the opening of their new stadium. 

The deal, which marks IWC's first with a soccer club, will see the brand have a strong presence across Tottenham’s media channels, while it will also benefit from brand exposure at the new venue, which is currently known as Tottenham Hotspur Stadium.

Spurs fans will be hoping IWC can teach the club a little something about meeting deadlines, too.