The Arizona Bowl, which brings together teams from the Mountain West Conference and Mid-American Conference each year, announced a multi-year sponsorship deal, titling the event the “Snoop Dogg Arizona Bowl Presented by Gin & Juice By Dre and Snoop,” to air at 2:30pm MST on Dec. 28. 

Shedding light on beverage alcohol sponsorships, SponsorUnited, a sports and entertainment platform, released its inaugural “Alcohol Beverages Marketing Partnerships 2023” report, which analyzes sponsorship trends and spend across various alcohol brands.

New York-based Absolut, a brand of Pernod Ricard USA, announced that as a steadfast supporter of the LGBTQ+ community for more than 40 years, the launch of Absolut Ally, is the next evolution of its commitment to safer spaces across bars and restaurants for 21-plus adults.

The Orange Blossom Classic Committee announced Boca Raton, Fla.-based Celsius Holdings Inc., makers of the global fitness drink CELSIUS, as the official game-day energy drink sponsor of the match-up between HBCU powerhouses Jackson State University and Florida A&M University on Sept. 4 at Hard Rock Stadium in Miami Gardens, Fla.

Preston, Wash.-based Talking Rain Beverage Co., the maker of Sparkling Ice flavored sparkling waters, announced the brand’s sponsorship of the National Hot Rod Association (NHRA) Top Fuel Dragster driven by Leah Pritchett. 

Farmington Hills, Mich.-based Living Essentials LLC, the makers of 5-hour Energy shots, announced the company's Racing Throwback Sweepstakes, where the grand prize is a trip to a premier series race, and the winning photo is featured on the hood of the 5-hour Energy No. 77 Throwback-themed race car at Darlington Raceway in Darlington, S.C.

Michelob Ultra, a brand of St. Louis-based Anheuser-Busch, announced that it has become the Official Beer Sponsor of the World Surf League (WSL) in the United States.

Bothell, Wash.-based functional water brand Essentia Water will be keeping yoga and music fans hydrated this summer as the official water of the 2014 Soulshine Yoga & Music Tour.

Boca Raton, Fla.-based Celsius Holdings Inc., maker of negative-calorie beverages, partnered with NASCAR driver Blake Koch for the 2014 Nationwide Series.

Core Power, a brand of Chicago-based fairlife LLC, signed on as the national sponsor and official protein drink of the 2014 Reebok Spartan Race, a global obstacle race series. The partnership pairs two companies committed to providing athletes and active individuals with tools and experiences designed to enhance sports performance.