August 28 – The Scottish Women’s Premier League (SWPL) has signed a three-year six-figure title sponsorship with the Scottish Building Society, the first major sponsorship support of the two division league.
August 23 – The Asian Champions League, the Asian Football Confederation’s (AFC) top club competition in the region, has attracted another sponsor to its portfolio, with Chinese bottled water brand C’estbon coming on board as an Official Supporter.
August 22 – Manchester City have upgraded their one-year old regional sponsorship with pharmaceutical company Mundipharama to a global deal for its BETADINE brand.
August 18 – Premier League Tottenham Hotspur have unveiled China-based smart phone and technology provider LEAGOO as the club’s Official Mobile Phone Partner in a five-year deal that starts with the 2017/2018 season.
August 17 – French Ligue 1 side OGC Nice has dipped into its investor pool and pulled out a shirt sleeve sponsor. Chinese hotel brand 7 Days will take the position on the shirt for the start of the Ligue 1 season this weekend.
August 17 – Premier League Southampton, the subject of a long running but so far uncompleted takeover by Chinese group Lander Sports, has secured a deal closer to home with the singing of local firm Utilita as its Official Energy and Utilities Partner.
August 11 – A new Premier League season means a new round of club betting sponsors. Leicester City, who kick off the season against Arsenal tonight, have announced Dafabet as their Official Betting Partner. Meanwhile Midlands rival West Brom have unveiled 12BET as their first sleeve sponsor.
August 10 – Emirates has extended its FA Cup title partner deal – The Emirates FA Cup – in a deal believed to be worth £9 million a year.
August 7 – German carmaker Opel has extended and expanded its deal with Bundesliga side Borussia Dortmund for a another five years. Opel will have its logo on the sleeve of the Dortmund shirt and will have increased branding and marketing activation throughout the club.
August 4 – EA Sports has signed on to become an Official Partner of the English Football League (EFL), in a six-year agreement to become the league’s on-screen data partner and the first sponsor of the new digital streaming service, iFollow, that launches with the season kick-off tonight (Friday).
August 1 – Real Madrid has signed a three-year sponsorship deal with retail foreign exchange broker Exness which will become the Spanish club’s official trading partner for the next three years.
July 27 – Former Premier League club Aston Villa, battling to return to former glories and top flight status after a season in the Championship, are still able to attract high end sponsors with Hisense unveiled as the club’s new official technology partner.
July 27 –Premier League Liverpool have signed Tibet Water Resources as their Official Regional Water Partner in China.
July 19 – Leicester City are the latest Premier League club to announce a shirt sleeve sponsor, taking advantage of the league’s new commercial branding rules. Siam Commercial Bank (SCB) will debut on the club’s shirts in today’s Premier League Asia Trophy match in Hong Kong.
July 18 – Germany’s Bundesliga has renewed one of its key digital gaming partnership with Electronic Arts but at the same time added to the sponsorship category with new partners in Konami and Sega.