Man City extend the game with EA Sports as FIFA 17 launches
September 29 – Manchester City have extended their five-year partnership with EA Sports. The video game developer will remain as the Club’s Official Gaming Partner.
Sponsorship
Betway build in Belgium with Anderlecht and Croky Cup deals
September 21 – Online bookmaker Betway has added two more sponsorships to its football portfolio, expanding into the Belgian market with deals with top club RSC Anderlecht as well as the Belgian FA and Pro League for the Croky Cup.
Inter Milan drive new one-season car deal with Infiniti
September 20 – Serie A club Internazionale have named Hong Kong luxury car maker Infiniti as its Official Car for the 2016/17 season.
SEE put energy into Scottish Women’s Football sponsorship
September 20 – Women’s football in Scotland has been given a boost with the addition of energy provider SSE as the first major sponsor of Scottish Women’s Football (SWF) in the country.
Gillette makes its first-ever club sponsorship deal with Barcelona
September 16 – Gillette has upgraded its regional sponsorship of FC Barcelona to become a global partner in a new three-year deal.
PlayStation renews English schools football sponsorship for fourth season
September 15 – Gaming console manufacturer PlayStation has launched its fourth season of sponsorship of the English Schools’ FA and the PlayStation®Schools’ Cup, the biggest grassroots football competition in England.
Man Utd tread a new global path with Apollo deal
September 8 – Manchester United have upgraded regional partner Apollo Tyres into their ‘Global Tyre Partner’ in a new three-year deal.
UAE Exchange banks on Asian national teams to expand its brand
September 5 – The Asian Football Confederation (AFC) has added a second new sponsor partner in a week in the form of UAE Exchange, a global remittance, foreign exchange and payment solutions provider.
UAE Exchange has signed on for a five-year deal with the AFC who last week added Swiss watchmaker Tag Heuer to its sponsorship portfolio agreeing a four-year deal for the AFC’s national competitions including the 2018 FIFA World Cup Asian Qualifiers Final Round (that starts tonight),
Man City look to Africa and sign Star as Nigerian beer partner
September 1 – Manchester City has expanded its regional sponsorship agreeing an ‘Official Beer Partner’ deal with Nigeria’s Star brand, owned by Nigerian Breweries.
CBF signs with Konami, but looks to launch a virtual Brasileirão for gamers
August 31 – The Brazilian FA, the CBF, and Japanese video games maker Konami have struck a two-year partnership deal for the Pro Evolution Soccer video game.
Banc of California grabs LAFC stadium naming rights
August 30 – Los Angeles’s new MLS franchise LAFC will kick off with a $100 million naming rights sponsor for its $350 million new stadium. The 15-year deal with Banc of California is a record naming rights deal for soccer in the US.
Betway break West Ham sponsorship records, Brady promises cash will go into squad
August 24 – Premier League West Ham United have extended their main sponsorship with online bookmaker Betway for a further three years in what the club says is the largest sponsorship in its history.
Inter book in HotelPlanner for season long deal
August 19 – Inter Milan has signed a one-year partnership with HotelPlanner for the 2016/17 season, making the online booking service the club’s Official Hotel Reservations Partner.
Tempobet expands in UK adding Middlesbrough sponsorship
August 18 – Online sportsbook Tempobet has increased its Premier League sponsorship portfolio with a deal to become a partner of newly-promoted Middlesbrough. The company is already a regional partner of Manchester City.
Konami signs 3-year deal with Liverpool for PES17
August 17 – Konami Digital Entertainment has signed a deal with Liverpool for the video game maker’s Pro Evolution Soccer 2017 that will see the club’s players digitally reproduced in its newest game to be released September 13/14.