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.
August 15 – TAG Heuer has extended its partnership as Official Timekeeper of the Premier League for a further season. The Premier League will continue to play all matches run on TAG Heuer time, both on pitch and on broadcast signals worldwide.
August 15 – Premier League Huddersfield Town, hard on the heels of announcing fire engine maker Rosenbauer as a club sponsor, have added business telecoms provider Abzorb as an official partner.
August 14 – Italian Serie A team making inroads into the Chinese sponsorship market have been dominated recently by deals around Suning-owned Inter Milan, but now Juventus have stepped up their game with China Merchants Bank becoming an Official China Regional Partner and the Official Chinese Bank Partner until 2020.
August 14 – Asian online bookmaker M88 has become Premier League Leicester City’s official betting partner. M88 is a Mansion brand, the bookmaker already has deals with Bournemouth and Crystal Palace in the Premier League.
August 13 – Premier League Arsenal have signed a three-year partnership with Egypt’s Banque du Caire, its second official Egyptian partner following an agreement with the country’s Hyde Park Developments.