February 21 – After just four months Brazilian top-tier side Santos have renegotiated their kit deal with Umbro, saying that the original agreement was unfair and having threatened to cancel the partnership.
February 20 – Monday night games may have become relatively commonplace in the English Premier League but in Germany fans don’t take kindly to traditions being constantly eroded.
February 20 – Arsenal have extended their shirt sponsorship with Dubai airline Emirates in a five-year deal that is reportedly worth £200 million, a record for the club.
February 20 – Marketing success in sport is often all about being in the right place at the time. That place was on the sleeve of Wigan Athletic on Monday night for cryptocurrency firm Jetcoin as the Latics became only the third team to be Manchester City this year.
February 19 – European governing body UEFA have extended another of their Champions League sponsorship deals, this time with Gazprom for the 2018-2021 cycle. The Russian energy firm is the fifth sponsor to renew their deal.
February 19 – While Video Assistant Refereeing (VAR) once again slowed games to a suffocating standstill, this time in England’s FA Cup matches, bookmakers have wasted no time taking advantage of the opportunity VAR offers for their promotions.
February 17 – Reigning French Ligue 1 champions AS Monaco, currently in second place in the championship behind Paris St Germain, have appointed digital agency Seven League to drive the club’s global digital strategy.
February 16 – Beko has extended its sponsorship of FC Barcelona, establishing the Turkish domestic appliance brand as a main partner and FC Barcelona’s official Training Partner whilst remaining FC Barcelona’s first choice for home appliances. Beko will also get a sleeve sponsorship position on the Barca shirt.
February 15 – Coca-Cola may have the World Cup rights but Pepsi own Lionel Messi, Marcelo, Tono Kroos and US women’s star Carli Lloyd. It is a classic global event brand vs the cult of the personality marketing war. Coke have the greatest show on earth, Pepsi have the greatest showman, and some of the next best too.
February 15 – Internazionale, who recently opened their state-of-the-art ‘Media House’ to drive the club’s content proposition, have taken another new step entrusting their official Instagram account to their mercurial Brazilian midfielder Rafinha for a day.
By Andrew Warshaw
February 14 – The bubble hasn’t exactly burst for domestic rights to show Premier League games but maybe a ceiling has been hit in terms of the value of matches.
By Mark Baber
February 14 – An updated study of Stadium Naming Rights by Duff & Phelps, the global valuation and corporate finance advisor, finds market rates of Premier League stadium naming rights have increased by over 80% over the last four years – rising from £74.6 million in 2013 to £135.6 mllion in 2017.
February 13 – Champions League sponsor Mastercard, who last week extended its 24-year partnership for another three-year cycle to 2021, has called up Pele to activate the brand sponsorship in advance of the last 16 knockout rounds.
February 12 – South Korean pharmaceuticals company, Cho-A Pharm, has renewed its sponsorship of Manchester United as the club’s Official Pharmaceuticals partner in South Korea and Vietnam.
By Mark Baber
February 9 – The Chinese company Yadea, a market leader in the production of electric-powered motorcycles, bicycles and scooters, has signed on as a Regional Supporter of the 2018 FIFA World Cup.