August 7 – German carmaker Opel has extended and expanded its deal with Bundesliga side Borussia Dortmund for a another five years. Opel will have its logo on the sleeve of the Dortmund shirt and will have increased branding and marketing activation throughout the club.
August 4 – EA Sports has signed on to become an Official Partner of the English Football League (EFL), in a six-year agreement to become the league’s on-screen data partner and the first sponsor of the new digital streaming service, iFollow, that launches with the season kick-off tonight (Friday).
August 1 – Real Madrid has signed a three-year sponsorship deal with retail foreign exchange broker Exness which will become the Spanish club’s official trading partner for the next three years.
July 27 – Former Premier League club Aston Villa, battling to return to former glories and top flight status after a season in the Championship, are still able to attract high end sponsors with Hisense unveiled as the club’s new official technology partner.
July 27 –Premier League Liverpool have signed Tibet Water Resources as their Official Regional Water Partner in China.
July 19 – Leicester City are the latest Premier League club to announce a shirt sleeve sponsor, taking advantage of the league’s new commercial branding rules. Siam Commercial Bank (SCB) will debut on the club’s shirts in today’s Premier League Asia Trophy match in Hong Kong.
July 18 – Germany’s Bundesliga has renewed one of its key digital gaming partnership with Electronic Arts but at the same time added to the sponsorship category with new partners in Konami and Sega.
July 18 – Liverpool, in Hong Kong on the first leg of their pre-season tour, have announced Japanese firm Falken Tyres as a new global sponsor.
July 18 – Southampton’s main club sponsor Virgin Media has added the shirt sleeve sponsorship to its package. The media brand will now have its logo on the front of the shirt and the newly created sleeve position.
July 17 – Online bookmaker Tempobet has signed a second shirt sponsorship deal in the English Football League, becoming principal partner at one of the Football League’s founding clubs Preston North End.
July 13 – Manchester United sponsor DHL has activated a marketing campaign that invites Manchester United fans to host a match. DHL will deliver the match ball and the playing kits for the teams, wherever in the world the match is to be played.
July 10 – It may not be a message for environmental sustainability, but it will help FIFA’s financial sustainability. Coal India has signed up as the third National Supporter for the U-17 World Cup by the Local Organising Committee (LOC).
July 7 – Premier League Manchester City have renewed their global partnership with Asian direct selling company QNET for another three years to 2020.
By Paul Nicholson
July 4 – Nike have added Premier League Tottenham Hotspur to their club kit supply roster in a multi-year deal that begins next season. The announcement was made formally at the launch of the club’s new playing strip.
June 27 – Kenyan online betting operator SportPesa is to pull out of its sponsorship of the Kenyan Premier League and the Kenyan Football Federation after the government introduced a new law imposing a 35% tax rate of gross profit on all gambling activities.