February 19 – The English Football League (EFL) has extended its partnership with Thai Airways of the EFL’s five finals, the first of which – the Carabao Cup – will be played between Chelsea and Manchester City next weekend at Wembley.
February 18 – They might not be needed too often in Manchester, but Man Utd are never ones to be left in the shade when it comes to sponsorship and have agreed a multi-year partnership with Hawaii-based sunglasses and eyewear brand Maui Jim.
February 8 – With Manchester United having spectacularly put the dark and brooding days of Jose Mourinho’s team management behind them with an unbeaten run since Ole Gunnar Solsjaer took over, so they continue to dominate in the marketing and sponsorship race.
February 1 – New MLS franchise Inter Miami CF that will start play in 2020 has picked KIN Partners in London as its exclusive sponsorship sales representation agency.
January 7 – Real Betis, currently in sixth in LaLiga’s top flight, have expanded their agreement with Italian car manufacturer Alfa Romeo who will now become one of the club’s main partners.
December 14 – LaLiga has brought in sports marketing agency IMG to boost its global sponsorship sales as it continues its international revenue drive.
By Paul Nicholson
December 11 – The debate over gambling ads in the UK has intensified with League One side Luton Town saying it has rejected sponsorship from betting companies while Sky CEO Stephen van Rooyen (pictured) has argued that banning gambling ads from being broadcast during matches will only drive that marketing spend online.
December 11 – Adidas have signed their first eFootball sponsorship deal focussed on the Chinese market with Olympique Lyonnais backed Lyon EDG for their FIFA Online 4 team.
November 20 – Online security specialist NordVPN has become Premier League Liverpool’s Official Cyber Security Partner.
November 12 – UEFA has secured more than €200 million after signing a deal with Chinese online payments platform Alipay to become a major sponsor of its national team competitions.
November 6 – Reports from Spain indicate Real Madrid are on the verge of signing a €1.1 billion sponsorship renewal with Adidas.
By Paul Nicholson
October 17 – A self-imposed broadcast advertising ban by bookmakers on pre-9pm ads could drive UK betting sponsors and their marketing money back to clubs and drive up the value of premium shirt sponsorship positions.
By Paul Nicholson
October 8 – Growing fears within the UK betting business of a hardline approach to regulating how bookmakers market themselves has prompted one leading bookmaker to put in a pre-emptive strike and call for an industry-imposed ban on TV ads before the 9pm watershed.
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.