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.

Chicken Cock Distillers, a Charleston, S.C.-based division of wine and spirits brand developer Island Club Brands, unveiled its Chicken Cock Whiskey brand as the sponsor of professional bull rider (PBR) Reese Cates at the 2014 PBR Built Ford Tough Series (BFTS) season opener.

Skyy Vodka, a brand of San Francisco-based Campari America, announced its official partnership with the Treasure Island Music Festival in San Francisco, which will take place Oct. 19-20. The vodka brand will serve as the official vodka during the seventh annual progressive music event, which will host dance music and indie-rock groups including Atoms for Peace, Beck, Major Lazer and Animal Collective.

If consumers “look behind the curtain” of any sponsored event, they’ll find a support system of brands that help to fund the event and reap their own benefits at the same time.

PepsiCo Inc., Purchase, N.Y., will sponsor the Super Bowl XLVII halftime show set for Feb. 3 in New Orleans.