August 8 – Ahead of the rival launches of Pro Evolution Soccer 2018 and FIFA 18, Konami announced that PES2018 is now the Official Video Gaming Partner of Spanish club Valencia CF.
August 8 – German insurance group HDI has become the shirt sleeve sponsor of Bundesliga club Hannover 96. HDI is already holds the naming rights to the club’s stadium, a sponsorship it secured in 2013.
August 7 – German carmaker Opel has extended and expanded its deal with Bundesliga side Borussia Dortmund for a another five years. Opel will have its logo on the sleeve of the Dortmund shirt and will have increased branding and marketing activation throughout the club.
August 7 – Manchester City have launched a new free digital fan engagement platform that will personalise their interaction with the club and target fans with offers and information relative to their location and interests.
August 4 – EA Sports has signed on to become an Official Partner of the English Football League (EFL), in a six-year agreement to become the league’s on-screen data partner and the first sponsor of the new digital streaming service, iFollow, that launches with the season kick-off tonight (Friday).
August 4 – The United Soccer League (USL), the second tier of US professional football, has announced an expanded 31-week season for 2018, with clubs playing 34 games.
August 4 – Leicester City have renewed motor and travel insurance provider DirectAsia for a second year as an Official Partner. No value was put on the deal that focus on south-east Asia.
August 3 – Adidas has signed a record breaking six year renewal with Major League Soccer reckoned to be worth more than $700 million, according to reports.
By Paul Nicholson
August 3 – The battle for Britain’s punters is well and truly on. Bookmaker William Hill has promised a social media onslaught to win customers after first half profits fell 7% to £93.5 million on turnover of £837 million. Meanwhile, rival Ladbrokes was setting up for this weekend’s start of the Championship season, becoming Sheffield United’s Official Stadium Betting partner.
August 2 – Sunderland, relegated from the Premier League last season but now gearing up for the Championship after a summer of aborted takeover talk, have turned back to business matters and signed UK bookmaker Coral as a club partner.
August 1 – Portugal and Real Madrid social media machine Ronaldo has taken his digital immersion a step further buying a majority ownership position in Portuguese digital agency Thing Pink.
August 1 – Real Madrid has signed a three-year sponsorship deal with retail foreign exchange broker Exness which will become the Spanish club’s official trading partner for the next three years.
July 31 – Eight more qualifiers have made their way through to the FIFA Interactive World Cup Grand Final to be held in London August 15-17.
July 28 – Arsenal have extended their partnership with China-based technology provider BNN Technology through to the end of the 2019/20 season.
July 27 – Former Premier League club Aston Villa, battling to return to former glories and top flight status after a season in the Championship, are still able to attract high end sponsors with Hisense unveiled as the club’s new official technology partner.