For the first time, spectators will be able to sip the official beer of the Olympic Games. But the tipple won't go to their heads: it will be the alcohol-free version of the popular Mexican brand Corona. The International Olympic Committee made the partnership with Anheuser-Busch InBev official earlier this year; teaming up for both the Paris 2024 and Los Angeles 2028 Summer Games.
By Tom Degun December 13 - Brazilian icon Pele (pictured left), widely considered the greatest football player ever, has been unveiled as a new ambassador for P&G by no less than Switzerland's Roger Federer (pictured right), arguably the greatest tennis player ever.
By Mike Rowbottom December 9 - Commonwealth Games England (CGE) has secured another major sponsor ahead of the Glasgow 2014 Games.
By Sara Evans
By Emily Goddard November 15 - The International Association of Athletics Federations (IAAF) has named Canon Inc as the Official Partner of the 2013-2016 IAAF World Athletics Series.
By Tom Degun
November 5 - The brand new Technogym Village has been opened by former United States President Bill Clinton and Italian President Giorgio Napolitano in Cesena, Italy.
By Tom Degun November 5 - Invacare Canada, a leading manufacturer of wheelchairs for both everyday use and competitive sports, have signed a four-year partnership with the Canadian Paralympic Committee (CPC) through to the end of the Rio 2016 Paralympic Games.
By Duncan Mackay October 31 - China's largest and most used internet service portal, Tencent, has signed up as the latest Tier One partner of the 2014 Summer Youth Olympic Games in Nanjing, it has been announced.
By David Owen October 30 - Leading Olympic sponsor Visa has added its voice to calls for paperless ticketing.
By Tom Degun October 24 - Rio 2016 is now searching for two new Official Supporters for the Olympics and Paralympics as it announced the start of the selection process for partners for beer and for packaged food industries.
By David Owen October 22 - A potentially groundbreaking new initiative for attracting sponsorship to British sport is set to be launched early in the New Year - if National Governing Bodies and other key organisations give it their blessing.
By Mike Rowbottom October 20 - Eurostar saw revenues drop five per cent over the summer despite carrying 31,000 more passengers during the London 2012 Olympic and Paralympic Games, for which it was an official sponsor.
By Emily Goddard October 18 - Another day passes and yet another sponsor drops Lance Armstrong, this time in the form of Trek, the manufacturer that made the bicycles the alleged drugs cheat rode to seven Tour de France titles.
By Tom Degun October 17 - The Hartford has agreed a deal with the United States Olympic Committee (USOC) to extend its sponsorship of US Paralympics, the Paralympic division of the USOC, through the Rio 2016 Games.
By Tom Degun October 16 - Nike has announced details of the deal that will see it supply uniforms and products to International Olympic Committee (IOC) members and staff through to the Rio 2016 Olympic Games.