February 8 – Manchester City has signed a new multi-year regional partnership with online trading broker AvaTrade who will become the club’s Official Online Trading Partner for China, Asia and Latin America.
February 5 – Serie A champions Juventus have continued their marketing push in China with the addition of Shandong-based Linglong Tire as the Italian club’s Official Global Tire Partner.
January 10 – The Chinese Super League (CSL) has renewed its deal with international courier service DHL for a further three years.
January 10 – AC Milan who have been under scrutiny by UEFA over financial fair play issues following their acquisition by Chinese-led consortium Rossoneri Sport Investment Lux, which is controlled by Chinese investor Yonghong, has released better news with the announcement of a sponsorship deal with online betting platform VWin.
November 29 – Spain’s Banco Santander will join UEFA’s Champions League roster of sponsors from next season in a three-year deal, one of the first announcements of sponsors for the next cycle of deal being closed by TEAM Marketing.
October 26 – After almost 20 years AC Milan have agreed with Adidas to end their technical sponsorship deal early at the end of the 2017/18 season.
October 19 – Booking.com has become the UEFA’s official accommodation booking partner for national team football competitions in a four-year global deal running from 2018 to 2022.
By Mark Baber
October 12 – Nike and the Portuguese Football Federation have extended their long-term partnership until 2024. No value was announced for the deal.
October 11 – Arsenal have turned their in-game license agreement with video game PES (Pro Evolution Soccer) into an official partnership with the game’s maker Konami Digital Entertainment.
October 10 – Spain’s LaLiga has added another top tier sponsor partner for the Spanish market. El Corte Inglés has signed a one-year deal for LaLiga’s top two divisions.
October 6 – The French Football Federation (FFF) has upgraded its deal with Orange who become a major sponsor of the national mens and womens teams in a four-year deal staring in 2018.
October 3 – Seven matches into the Premier League season sponsors are still mopping up the newly created sleeve sponsorship positions on club shirts with Burnley being the latest to announce the ‘Golf Clash’ mobile game as their new partner.
September 22 – Premier League Southampton have announced Brickhill Capital as the club’s official Asian Trading Partner in a two-year deal.
September 19 – Everton’s announcement of video game Angry Birds as its first sleeve sponsor turned into a social media gift Monday as the club’s returned child progidy Wayne Rooney was convicted of drunk driving. Twitter was buzzing with comment on the irony.
By Paul Nicholson
September 11 – With the first round of Champions League fixtures kicking off this week, Japan’s motor company Nissan has confirmed a three-year extension to its global sponsorship, taking it through to the end of the 2020/21 season.