October 8 – Premier League clubs make up six of the top 20 most commercially valuable sports rights-holders worldwide, but are behind Real Madrid and Barcelona globally, according to the newly launched POWA Index, a real-time sponsorship evaluation engine.
October 4 – Premier League Liverpool have added insurer AXA as the club’s first Global Insurance Partner in what it describes as a multi-year deal. No value was given for the sponsorship.
September 26 – Premier League West Ham have reached agreement with Scope Markets to become the club’s official online trading partner. The club already have financial services firm Bassett & Gold as their sleeve sponsor.
By Paul Nicholson
September 11 – Adidas, who have been the German national team’s official kit sponsor for more than 60 years, has extended the partnership until 2026.
August 5 – Spanish telecommunications company Telefonica will not be renewing its sponsorship deals with premium Spanish football brands Barcelona, Real Madrid or the national team.
August 30- Polish online currency exchange and money transfer company, Conotoxia, has secured a four-year partnership with the Wales football team, its first in the UK.
August 30 – Betway have added to their growing European football sponsorship portfolio by signing a three-year-deal to become Hannover 96’s official betting partner.
August 28 – With betting sponsorships currently scheduled to be outlawed in Italy in January, the Italian Football Federation (FIGC) has moved to open up new commercial opportunities for its clubs, allowing sleeve sponsorship position for the first time.
August 28 – With the addition of Premier League Liverpool and the Bundesliga’s FC Schalke, and UEFA Supercup Champions, Atletico Madrid from LaLiga, tyre manufacturer Falken has taken to 21 the number of clubs it has secured official marketing partnerships with in Europe.
August 24 – Premier League Leicester City have taken a step toward the blockchain technology business announcing a global partnership with FansUnite Entertainment. Fans Unite becomes the club’s first Official Blockchain Sports Data Partner.
August 22 – Premier League Liverpool Football Club has agreed with Levi’s to become the club’s first Official Denim partner. No term or value was given for the deal.
August 21 – Online trading platform eToro, is using Bitcoin to pay for its sponsorship partnerships with seven Premier League clubs, the first time a club sponsor has paid for marketing inventory using cryptocurrency.
August 21 – Premier League champions Manchester City have extended their partnership with robotics company UBTECH. The deal, first signed in 2016, sees the robot maker designated as the Club’s Official Robot Partner.
August 20 – In what is probably the shortest shirt sponsorship deal in Serie A history, online bookmaker Marathonbet has agreed with SS Lazio to take the club’s premium sponsorship position in a deal that will terminate in January 2019.
August 20 -. Online bookmaker bwin has strengthened its brand positioning in Germany across the top three tiers of the German league game becoming the exclusive betting partner of FC St Pauli, Union Berlin and Dynamo Dresden in the 2.Bundesliga.