September 9 – Indian tyre brand MRF has signed a hat-trick of sleeve sponsorships in the Premier League signing Newcastle United, West Ham United, and West Bromwich Albion in one-season deals taking them through to May 2018.
September 8 – Sports fashion retailer JD has become the first shirt sleeve sponsor of Premier League new boys Brighton & Hove Albion in an initial one season deal. No value was given for the sponsorship.
By Mark Baber
September 1 – Inter Milan’s long refusal to get entangled with betting companies is now at an end as the Chinese-owned club has signed online bookmaker bwin as its first official betting partner.
August 30 – Premier League or NFL, who has the bigger, better, faster, most skilful athletes? Whistle Sports in partnership with the NFL have picked up the challenge to find out via a series of tests that pits the athletes against each other.
August 30 – Premier League Bournemouth’s main sponsor Mansion has extended its deal with the club to include the sleeve sponsorship position. The club played with the new logo on its sleeve for the first time last weekend against Manchester City.
August 29 – UEFA have secured one of their long-standing partners, South Korean car manufacturer Kia Motors, as an Official Partner for the UEFA Europa League for three seasons from the start of the 2018/19 championship through to the UEFA Europa League final in 2021.
August 29 – LaLiga’s Espanyol has agreed a six-year main sponsorship deal with Mexico’s Riviera Maya tourist destination. The deal, estimated to be worth €12 million, will begin in January 2018 running through to 2023.
August 28 – The Scottish Women’s Premier League (SWPL) has signed a three-year six-figure title sponsorship with the Scottish Building Society, the first major sponsorship support of the two division league.
August 23 – The Asian Champions League, the Asian Football Confederation’s (AFC) top club competition in the region, has attracted another sponsor to its portfolio, with Chinese bottled water brand C’estbon coming on board as an Official Supporter.
August 22 – Manchester City have upgraded their one-year old regional sponsorship with pharmaceutical company Mundipharama to a global deal for its BETADINE brand.
August 18 – Premier League Tottenham Hotspur have unveiled China-based smart phone and technology provider LEAGOO as the club’s Official Mobile Phone Partner in a five-year deal that starts with the 2017/2018 season.
August 17 – French Ligue 1 side OGC Nice has dipped into its investor pool and pulled out a shirt sleeve sponsor. Chinese hotel brand 7 Days will take the position on the shirt for the start of the Ligue 1 season this weekend.
August 17 – Premier League Southampton, the subject of a long running but so far uncompleted takeover by Chinese group Lander Sports, has secured a deal closer to home with the singing of local firm Utilita as its Official Energy and Utilities Partner.
August 11 – A new Premier League season means a new round of club betting sponsors. Leicester City, who kick off the season against Arsenal tonight, have announced Dafabet as their Official Betting Partner. Meanwhile Midlands rival West Brom have unveiled 12BET as their first sleeve sponsor.
August 10 – Emirates has extended its FA Cup title partner deal – The Emirates FA Cup – in a deal believed to be worth £9 million a year.