March 9 – CONCACAF has signed Post Consumer Brands as an official sponsor of the 2017 Gold Cup to be played in the US this June. No figure has been announced for the one-tournament only deal.
March 8 – Signs that the focus of Chinese football money is not solely on acquiring European clubs and sports assets have been seen in Tianjin where Tianjin TEDA have announced new sponsorship deals with TEDA Holding and the Elion Group for the 2017 Chinese Super League season.
March 3 – MLS has a new snack partner with Cheez-It and Pringles named the official snacks of Major League Soccer. The Kellogg brands take over from Mondelez, which manufactures Oreo, Trident and Ritz. No figure was announced for the sponsorship.
March 1 – Mexican beer brand Modelo has signed a four-year sponsorship deal with CONCACAF that will make it the Official Beer of the CONCACAF Gold Cup, as well as the Scotiabank CONCACAF Champions League.
March 1 – Manchester United has signed a global partnership deal with Malaysian-based e-commerce group Aladdin Group. The online trader will use the club as part of the global launch marketing of its aladdinstreet.com marketplace.
February 20 – French Football Federation President Noël Le Graët has revealed that the Nike kit deal for the French federation is worth €50.5 million a year for the next 10 years.
February 9 – PepsiCo is activating its Champions League sponsorship with a series of videos and ads promoting its Pepsi Max brand celebrating the dedication of football fans.
February 1 – Dutch brewer Heineken has renewed its sponsorship of the UEFA Champions League for another three years that will take it to the end of the 2021 competition. The deal also includes the UEFA Super Cup 2018, 2019 and 2020.
January 31 – City Football Group, the holding company that owns Manchester City and New York City football clubs, has unveiled a new sponsor partnership with insurance group Hyperion that will cover both clubs, but not CFG’s other two clubs in Japan and Australia.
January 25 – The Premier League has signed chocolate maker Cadbury to a three-year partnership beginning with the 2017/18 season. No amount was announced for the deal but estimates put it in excess of £7 million per season.
January 20 – Major League Soccer has unveiled giant retailer Target as a new sponsor in a multi-year deal that begins this season. This is the first football (soccer) sponsorship for Target who also announced they would become MLS expansion side Minnesota United’s shirt sponsor.
January 18 – Italian bank Unicredit will not be renewing its official sponsorship of UEFA club competitions, including the Champions League, when its deal runs out at the end of the 2017/18 season, according to Unicredit CEO Jean-Pierre Mustier.
January 12 – Manchester United has signed taxi app Uber as a global sponsor partner. No figure was announced for the sponsorship that will see Uber designated as the Official Ride of Manchester United.
January 11 – Plus500 will remain as the shirt sponsor of La Liga’s Atlético Madrid at least until the end of the 2017/18 season. No figures were announced for the sponsorship renewal which will see Plus500’s logo on the club shirt when it moves to its new 68,000 capacity Wanda Metropolitano stadium later this year.
December 22 – West Ham United have added global payments company TransferMate as the club’s Official Payments partner. TransferMate will be the Club’s exclusive foreign currency provider for foreign exchange payments, including player transfer transactions.