August 6 – Manchester United have expanded their deal with coffee brand Melitta from a regional to a global partnership. As part of the deal Melitta will create a collection of Manchester United and Melitta branded coffee machines, coffee beans, and cups.
August 3 – British online bookmaker Bet365 has snapped up half of LaLiga’s top division clubs in two-year sponsorship deals starting with the coming season which kicks off this weekend with the Spanish Super Cup between Barcelona and Sevilla being hosted in Morocco.
August 3 – Trade tools and hardware retailer Screwfix has signed a three-year partnership with the English Football League (EFL), expanding the company’s presence in football from its broadcast sponsorship of the EFL’s 127 games on Sky to an official relationship with the league.
August 2 – Audi has extended its Major League Soccer sponsorship by four years. The car maker will remain the MLS’s Official Automotive Partner and title sponsor of the Audi MLS Cup Playoffs through to the end of the 2022 season.
August 2 – Manchester City have secured what likely passes as a kit deal in the eSports market, signing gaming accessory brand Turtle Beach as the club’s first Official Esports & Gaming Headset Partner for the club’s eSports team.
August 2 – Thai’s leading drinks company ThaiBev has secured the sleeve sponsorship of Premier League Leicester City for its recently acquired Vietnamese beer brand Bai Saigon.
August 1 – Inter Milan has launched another of its Inter Academy projects in China, this time in Hong Kong, taking the number of Chinese academies to seven.
July 31 – Premier League clubs will generate a combined record £313.6 million for the 2018/19 from shirt sponsorships, according to a Sportingintelligence analysis, the ninth time they have conducted this report.
July 31 – Brazil’s World Cup talisman Neymar has come clean about his histrionics in Russia, admitting in an advertisement that he ‘exaggerated’ his reactions when fouled during the tournament, but his mea culpa has already backfired, the player coming in for heavy criticism in Brazil.
July 31 – Bundesliga club Borussia Dortmund, who recently announced a push into expanding in Asia with the opening of a Singapore office, has agreed a deal with SBOBET to become the club’s official betting partner in Asia.
July 30 – Barcelona’s women’s team have secured the biggest shirt sponsorship deal to date for a women’s team, according to the club. Stanley Black & Decker have become the team’s first shirt sponsor in a 3-year deal starting this season.
July 27 – Online sports betting operator 10Bet has added West Bromwich Albion to its EFL Championship sponsor portfolio in a one-year deal believed to be worth £1 million.
July 24 – Hyundai have added their first club sponsorship in Italy becoming AS Roma’s new Global Automotive Partner in a three-year deral that will see the Hyundai logo on the back of AS Roma shirts.
July 24 – Amazon Prime Video has released a trailer for its Manchester City docu-series that will launch on the streaming service August 17.
July 23 – With broadcast piracy issues increasingly concerning sports rights owners anxious to maintain their TV deals and value in an increasingly disrupted marketplace, the Premier League has won a further blocking order in the UK High Court forcing pirate streams to shut down.