German beer Krombacher has signed a sponsorship deal with British Superbike rider Peter Hickman for an undisclosed fee.

The deal includes logo rights on Hickman's leathers and social media activity, Krombacher said today (26 June). Consumers will also get the chance to attend race days and meet the Lloyds British GPmoto rider.

“To be associated with a rider of his calibre is fantastic and are confident that the deal will help us to increase awareness amongst this key target audience,” a Krombacher UK spokesperson said.

Pernod Ricard wine brand Jacob's Creek this week announced that former tennis champion Andre Agassi is to support its Wimbledon promotion.