UK: Krombacher signs up British Superbike rider

By | 26 June 2013

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.

Expert analysis

Consumer Trends in the Beer, Cider & Pre-mixed Spirits Market in Germany

This report provides the results for the Beer, Cider & Pre-mixed Spirits market in Germany, from Canadean’s unique, highly detailed and proprietary online survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.

Sectors: Beer & cider, Marketing – advertising & promotions

Companies: Pernod, Ricard, Jacob’s Creek

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