February 23 – Manchester United may dominate rival clubs (excluding Barcelona and Real Madrid) on the social media platforms they are on, but they are generally not innovators in the digital arena. They didn’t even have an official YouTube channel – until yesterday.
February 22 – US-based New Balance has expanded its footprint in France’s Ligue 1, becoming the Official Kit Supplier FC Nantes in a deal that will start next season.
February 22 – The Philippines Football League (PFL), which starts its second season in March, has agreed a multi-year data partnership with Sportradar. Included in the deal is a package of integrity and fraud prevention solutions to safeguard the game in the country.
February 21 – FC Bayern München and Qatar Airways have agreed a new partnership with the airline becoming a Bayern platinum partner from July 2018 until 2023, replacing Lufthansa whose current agreement expires end June 2018.
February 21 – Agent Trump will be delighted, US broadcaster FOX Sports has unveiled a World Cup 2018 schedule of more live broadcasts than ever before and including studio coverage from the heart of the iron fist of democracy in Moscow’s Red Square.
February 21 – After just four months Brazilian top-tier side Santos have renegotiated their kit deal with Umbro, saying that the original agreement was unfair and having threatened to cancel the partnership.
February 20 – Monday night games may have become relatively commonplace in the English Premier League but in Germany fans don’t take kindly to traditions being constantly eroded.
February 20 – Arsenal have extended their shirt sponsorship with Dubai airline Emirates in a five-year deal that is reportedly worth £200 million, a record for the club.
February 20 – Marketing success in sport is often all about being in the right place at the time. That place was on the sleeve of Wigan Athletic on Monday night for cryptocurrency firm Jetcoin as the Latics became only the third team to be Manchester City this year.
February 19 – European governing body UEFA have extended another of their Champions League sponsorship deals, this time with Gazprom for the 2018-2021 cycle. The Russian energy firm is the fifth sponsor to renew their deal.
February 19 – While Video Assistant Refereeing (VAR) once again slowed games to a suffocating standstill, this time in England’s FA Cup matches, bookmakers have wasted no time taking advantage of the opportunity VAR offers for their promotions.
February 17 – Reigning French Ligue 1 champions AS Monaco, currently in second place in the championship behind Paris St Germain, have appointed digital agency Seven League to drive the club’s global digital strategy.
February 16 – Beko has extended its sponsorship of FC Barcelona, establishing the Turkish domestic appliance brand as a main partner and FC Barcelona’s official Training Partner whilst remaining FC Barcelona’s first choice for home appliances. Beko will also get a sleeve sponsorship position on the Barca shirt.
February 15 – Coca-Cola may have the World Cup rights but Pepsi own Lionel Messi, Marcelo, Tono Kroos and US women’s star Carli Lloyd. It is a classic global event brand vs the cult of the personality marketing war. Coke have the greatest show on earth, Pepsi have the greatest showman, and some of the next best too.