January 15 – SuperSportbet, the South African online bookmaker just launched by South African sports broadcaster SuperSport, has has agreed a sponsorship with two South African Premier Division (DStv Premiership) clubs – Kaizer Chiefs and Orlando Pirates.
January 16 – Bulgarian club Botev Plovdiv has signed a sponsorship with Right Pack, one of the leading packaging manufacturers in Bulgaria, though what the sponsorship entails is unclear.
January 11 – Atletico Madrid have announced a partnership with Riyadh-based Legends Museum, which will see the11-time La Liga champions open a technology-fuelled exhibition within the museum in a bid to appeal to its growing Saudi Arabian fan base.
January 11 – The Hellenic Football Federation (EPO) has agreed a naming rights deal with online gambling company Betsson for the Hellenic Cup.
January 9 – Brazilian giants Corinthians have signed a record R$370m (£59.8 million) shirt sponsorship deal with VaideBet.
January 9 – With just five days to go before the kick off the African Cup of Nations in the Ivory Coast, the UK’s Sky Sports have signed a broadcast agreement.
January 5 – The Turkish Football Federation (TFF) has launched a tender for the broadcasting rights for the matches of the country’s top two football leagues – Super Lig and First Lig for the next three seasons.
January 5 – Betting operator Pixbet has expanded its partnership with leading Brazilian club Flamengo with a new two-year shirt sponsor deal.
January 5 – Premier league Chelsea have agreed a sleeve sponsorship with cryptocurrency firm BingX.
January 4 – Generation adidas International, owned by sport development tour business inspiresport (part of the Destination Sport group), has agreed a multi-year extension of its adidas partnership, but as part of the deal will be dropping ‘adidas’ from its company name.
January 3 – Brazil’s São Paulo has closed a R$ 25 million ($5 million) a year naming rights deal with confectionery giant Mondelez and its BIS chocolate brand.
January 2 – US hospitality specialists Stage Front have been appointed as Official Global Event and Hospitality Partner of the Spanish National Team, which covers the World Champion women’s team as well as the men’s team that will be competing at this summer’s Euros in Germany.
December 21 – The UK government’s Culture, Media, and Sport Committee is urging the Premier League and sports governing bodies to slash the volume of gambling ads within stadiums to protect children from exposure to betting logos and subsequent gambling.
December 19 – Manchester City has agreed a multi-year partnership with Kellogg’s that will see the cereal brand become theClub’s Official Breakfast Cereals partner for both the men’s and women’s first teams.
December 15 – FIFA and Panini have extended their long-standing licensing and sponsorship partnership in a deal which will see the global brand remain FIFA’s exclusive partner for official stickers, trading cards, trading-card games and digital collectibles.