August 6 – Manchester United have expanded their deal with coffee brand Melitta from a regional to a global partnership. As part of the deal Melitta will create a collection of Manchester United and Melitta branded coffee machines, coffee beans, and cups.
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.
December 13 – LaLiga has added Iranian telecommunications company Irancell as a new regional partner. Irancell has more than 230 million customers in 22 countries across Europe, Africa and the Middle East.
October 27 – The Deutsche Fußball Liga (DFL) has signed a co-operation agreement with the Colombian División Mayor del Fútbol Colombiano (DIMAYOR) that will see the two leagues develop joint sports, marketing and management initiatives.
September 26 – Championship club Nottingham Forest have signed a one-year partnership with vitamins and supplements manufacturer Healthspan.
September 7 – Inter Milan have hooked up with Japanese company iCure to share best practices in the field of physiotherapy and rehabilitation as part of the Inter Academy Health project.
July 4 – Munich-based German engineering firm Siemens has been named as the Performance Partner of FC Bayern München in a three-year deal starting with the new season.
April 6 – UEFA has expanded its video gaming commercial category into three parts, taking account of the growth opportunities in the video gaming and exploding eSports sector.
March 30 – The Association of European Professional Football Leagues (EPFL) has brokered a deal between eight of its leagues and three commercial partners – Perform Group, Sportradar and Genius Sports – to collect and supply official data to the betting industry.
February 22 – Everton have teed off a media partnership with The Open Championship which will play its 146th Championship at Royal Birkdale in July.
February 16 – AS Roma from Italy’s Serie A is the latest to join the esports action, partnering with Fnatic to create the club’s first competitive gaming team. Aman Seddiqi, Sam Carmody and Nicolo Mirra will play as AS Roma at tournaments and events.
January 25 – Real Madrid have agreed to redesign their club badge to eliminate the traditional Christian cross as part of a new clothing deal in several Middle Eastern countries.
January 9 – Premier League Tottenham Hotspur who have made Australia a key part of their pre-season tour plans over the past two years, has announced a grassroots ‘Soccer Schools’ programme for 2017 across the country.
By Paul Nicholson
December 13 – Barcelona have added two new Chinese partners while ‘soon-to-end’ shirt sponsor Qatar Airways has confirmed that it is still in discussion with the club over commercial opportunities once Rakuten take over as the new main sponsor next season.
November 9 – Premier League Tottenham Hotspur have expanded their charitable activity in China with Jaguar Land Rover China with the addition of a hook-up with the China Soong Ching Ling Foundation. The new partnership is seeking to strengthen ties between British and Chinese children through a shared passion for football.