CSL package DHL deal for another three years
January 10 – The Chinese Super League (CSL) has renewed its deal with international courier service DHL for a further three years.
Sponsorship
AC Milan bet on a change of fortune with VWin as club expands into Asia
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.
Banco Santander open their account with UEFA’s Champions League
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.
AC Milan divorce Adidas after 20 years, Puma poised to take over kit deal
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.
Booking.com checks in with UEFA for 4-year national competitions deal
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.
Nike hot foots Portugal extension as trans-Atlantic battle with Adidas heats up
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.
Arsenal score upgraded deal with Konami and PES
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.
El Corte Inglés signs on for one-year sponsorship journey with La Liga
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.
Le Graët tickled pink with new Orange deal for national teams
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.
Burnley tee-off late with Golf Clash sleeve sponsorship
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.
Saints build their Asian profile adding Brickhill as forex partner
September 22 – Premier League Southampton have announced Brickhill Capital as the club’s official Asian Trading Partner in a two-year deal.
An Angry Bird on both arms, Everton announce video game as first sleeve sponsor
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.
Nissan drives hard for Asia and innovation with Champions League renewal
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.
MRF scores hat-trick of Newcastle, West Ham and West Brom sleeve sponsorships
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.
Brighton debut with JD sports as first sleeve sponsor
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.