August 9 – German carmaker Volkswagen has clinched a significant deal to become the new mobility partner of Euro 2020 saying it would use the event to showcase its new I.D. electric model.
By Paul Nicholson
August 9 – Premier League Liverpool have announced Western Union as the club’s first sleeve sponsor in a five-year multi-million pound deal. No exact figure was officially announced for the sponsorship but it is being reported in local media of being worth £25 million.
August 9 – On the eve of the first round of the 24th edition of the French League Cup, the Professional Football League has announced DIY superstore Bricomarché as the official supplier of the competition for this season.
August 9 – Championship club Brentford have expanded their partnership with the University of West London (UWL) as part of a new three-year deal.
August 8 – Ahead of the rival launches of Pro Evolution Soccer 2018 and FIFA 18, Konami announced that PES2018 is now the Official Video Gaming Partner of Spanish club Valencia CF.
August 8 – German insurance group HDI has become the shirt sleeve sponsor of Bundesliga club Hannover 96. HDI is already holds the naming rights to the club’s stadium, a sponsorship it secured in 2013.
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 7 – Manchester City have launched a new free digital fan engagement platform that will personalise their interaction with the club and target fans with offers and information relative to their location and interests.
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 4 – The United Soccer League (USL), the second tier of US professional football, has announced an expanded 31-week season for 2018, with clubs playing 34 games.
August 4 – Leicester City have renewed motor and travel insurance provider DirectAsia for a second year as an Official Partner. No value was put on the deal that focus on south-east Asia.
August 3 – Adidas has signed a record breaking six year renewal with Major League Soccer reckoned to be worth more than $700 million, according to reports.
By Paul Nicholson
August 3 – The battle for Britain’s punters is well and truly on. Bookmaker William Hill has promised a social media onslaught to win customers after first half profits fell 7% to £93.5 million on turnover of £837 million. Meanwhile, rival Ladbrokes was setting up for this weekend’s start of the Championship season, becoming Sheffield United’s Official Stadium Betting partner.
August 2 – Sunderland, relegated from the Premier League last season but now gearing up for the Championship after a summer of aborted takeover talk, have turned back to business matters and signed UK bookmaker Coral as a club partner.
August 1 – Portugal and Real Madrid social media machine Ronaldo has taken his digital immersion a step further buying a majority ownership position in Portuguese digital agency Thing Pink.