May 1 – The timing could perhaps have been better with Joey Barton having just received an 18-month ban for betting on football matches, but the Scottish Professional Football League (SPFL) is poised to announce an extension of its naming rights sponsorship with bookmaker Ladbrokes.
April 27 – Kenyan-based online gaming firm SportPesa has expanded its football sponsorships in Europe becoming the official African betting partner of Spain’s La Liga in a three-year deal.
April 24 – The Dutch Eredvisie has signed telecommunications operator KPN in a four-year deal as the league’s main sponsor from the start of next season.
April 21 – European furniture retail chain Conforama has signed a three-year title sponsorship with France’s Ligue 1. The deal, reportedly worth €10 million a season, will start with the 2017-18 championship and run though to the end of 2019-20.
April 21 – The trend towards recognising the Women’s club game in England as a sponsorship opportunity at club level and separate to the mens team, is continuing with double title winning side Manchester City Women signing Hays as their Official Recruitment Partner. This follows the deal unveiled earlier in the week when Liverpool’s Women’s team announced Avon as their shirt sponsor.
April 20 – Liverpool Ladies Football Club have signed Avon as the women’s team shirt sponsor, the first time the shirt sponsorship has been sold separately to the men’s shirt sponsorship which is currently held by Standard Chartered.
March 30 – Spanish telecom giant Telefónica is partnering with Real Madrid as both brands seek to maximise their leading positions at home and abroad.
March 29 – Vauxhall is to end its sponsorship deals with the four British nations of England, Scotland, Wales and Northern Ireland at the end of the 2018 World Cup, when its current agreements expire.
March 21 – Italy’s Internazionale have signed car manufacturer SWM Motors as an official partner with the company’s SWM X7 becoming the Official Car of F.C. Internazionale for the Greater China area.
March 17 – Manchester City have become the first Premier League club to sign a sleeve sponsorship for next season when the league relaxes its branding exposure rules.
March 14 – Leicester City, battling to save their Premier League season and status, have received encouragement from their long term sponsor, snack manufacturer Walkers, who are rebranding “one of its most popular flavors of crisps in a sign of support” ahead of the club’s Champions League tie tonight (Tuesday) against Spain’s Sevilla.
March 13 – Premier League Liverpool have added a new official partner with Halewood Wines and Spirits joining the club’s sponsorship roster.
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.