March 8 – Lucozade Sport has signed its first sponsorship in women’s football as the official sports drinks and hydration partner of the England Women’s team ahead of the France 2019 World Cup.
March 6 – Just as England were celebrating their tournament win in the SheBelieves Cup in the US, one England’s top women’s teams was welcoming a new sponsor partner with Gatorade becoming the Official Sports Nutrition Partner of Manchester City Women.
March 5 – US video communications provider Zoom has signed on to become Manchester City’s Official Enterprise Video Communications Partner in what is described as a multi-year deal. No figure has been put on the partnership.
February 28 – Conotoxia has signed as the first local sponsor for the U-20 World Cup Poland 2019.
February 19 – The English Football League (EFL) has extended its partnership with Thai Airways of the EFL’s five finals, the first of which – the Carabao Cup – will be played between Chelsea and Manchester City next weekend at Wembley.
February 18 – They might not be needed too often in Manchester, but Man Utd are never ones to be left in the shade when it comes to sponsorship and have agreed a multi-year partnership with Hawaii-based sunglasses and eyewear brand Maui Jim.
February 8 – With Manchester United having spectacularly put the dark and brooding days of Jose Mourinho’s team management behind them with an unbeaten run since Ole Gunnar Solsjaer took over, so they continue to dominate in the marketing and sponsorship race.
February 1 – New MLS franchise Inter Miami CF that will start play in 2020 has picked KIN Partners in London as its exclusive sponsorship sales representation agency.
January 7 – Real Betis, currently in sixth in LaLiga’s top flight, have expanded their agreement with Italian car manufacturer Alfa Romeo who will now become one of the club’s main partners.
December 14 – LaLiga has brought in sports marketing agency IMG to boost its global sponsorship sales as it continues its international revenue drive.
By Paul Nicholson
December 11 – The debate over gambling ads in the UK has intensified with League One side Luton Town saying it has rejected sponsorship from betting companies while Sky CEO Stephen van Rooyen (pictured) has argued that banning gambling ads from being broadcast during matches will only drive that marketing spend online.
December 11 – Adidas have signed their first eFootball sponsorship deal focussed on the Chinese market with Olympique Lyonnais backed Lyon EDG for their FIFA Online 4 team.
November 20 – Online security specialist NordVPN has become Premier League Liverpool’s Official Cyber Security Partner.
November 12 – UEFA has secured more than €200 million after signing a deal with Chinese online payments platform Alipay to become a major sponsor of its national team competitions.
November 6 – Reports from Spain indicate Real Madrid are on the verge of signing a €1.1 billion sponsorship renewal with Adidas.