Man City toasts Chinese Baijiu brand JNC as new global partner
May 30 – Manchester City have announced a global partnership with Chinese liquor brand JNC which becomes the Club’s Official Baijiu Partner.
Sponsorship
Betway go long on West Ham with 6-year renewal
May 28 – Online bookmaker Betway has renewed its shirt sponsorship of West Ham for a further six years, an unusually long term for a betting company sponsorship which often are secured on one-season renewable deals.
Spanish FA moves to end Adidas deal with 7 years left on contract
May 22 – The Spanish Football Federation (RFEF) have moved to end their kit supply deal with German sportswear giant Adidas seven years early.
MG Motor goes up a gear with Welsh FA in 3-year tie-up
May 21 – The Football Association of Wales (FAW) has agreed a three-year partnership with MG Motor UK to become its Official Vehicle Partner.
China’s LD Sports ties launch into record Southampton shirt sponsorship
May 14 – hard on the heels of the club renewing the sponsorship of Virgin media for is sleeve position, Premier League Southampton have announced new Chinese media business LD Sports as its main shirt sponsor.
Mansion rolls the dice for fifth season with Bournemouth
May 3- Premier League AFC Bournemouth have renewed gambling group Mansion as lead sponsor for a fifth consecutive season.
RB Leipzig renew CG Gruppe as sleeve sponsor in 3-year deal
May 1 – RB Leipzig, currently third in the Bundesliga and heading for Champions League football next season, have renewed their sleeve sponsorship with real estate developer CG Gruppe.
Coppa Italia changes title sponsor tracks, dialling TIM back in with 3-game deal
April 25 – One of Italian football’s most faithful and long term partners, Telecom Italia, has picked up what is probably the shortest ever title sponsorship for a premier national football competition.
Liverpool feeds regional sponsorship programme with NH Foods deal
April 12 – Liverpool has announced a regional partnership fiocussed primarily on South East Asia with food group, NH Foods Ltd.
UEFA delivers FedEx Express to national team sponsorship programme
April 9 – UEFA has signed a new four-year deal with FedEx Express who will sponsor a series of European national team football tournaments including being designated as the Official Logistics partner of Euro2020.
England’s WSL lands Barclays as title sponsors in £10m deal
By Samindra Kunti
March 21 – In a landmark moment for English women’s football Barclays Bank signed a three-year, deal with the Women’s Super League. The top flight league will be rebranded as the Barclays FA Women’s Super League from next season.
France 2019 World Cup completes National Supporter line-up with Orange deal
March 20 – Women’s football is on a commercial roll. With nine nations confirmed as formally expressing interest to host the 2023 Women’s World Cup yesterday, the France 2019 Local and Organising Committee and FIFA have announced the sixth National Supporter sponsor for the World Cup to be played June 7 to July 7.
MLS spins the wheel with 4-year MGM betting partnership
March 19 – With the end to the prohibition of online sports betting in the US, sports now starting to see the licensing of digital gaming operators, sports bodies have been quick to seize the marketing and sponsorship opportunities.
UEFA splits Euro 2020 official Beer Partner tender 12 ways
March 15 – UEFA has launched a multi-opportunity tender to be the ‘Beer Partner’ of the 2020 Euros which will be played in 12 host cities across Europe.
Lucozade Sport sign first women’s team sponsorship as England ready for France 2019
March 8 – Lucozade Sport has signed its first sponsorship in women’s football as the official sports drinks and hydration partner of the England Women’s team ahead of the France 2019 World Cup.