July 19 – Leicester City are the latest Premier League club to announce a shirt sleeve sponsor, taking advantage of the league’s new commercial branding rules. Siam Commercial Bank (SCB) will debut on the club’s shirts in today’s Premier League Asia Trophy match in Hong Kong.
July 18 – Germany’s Bundesliga has renewed one of its key digital gaming partnership with Electronic Arts but at the same time added to the sponsorship category with new partners in Konami and Sega.
July 18 – Liverpool, in Hong Kong on the first leg of their pre-season tour, have announced Japanese firm Falken Tyres as a new global sponsor.
July 18 – Southampton’s main club sponsor Virgin Media has added the shirt sleeve sponsorship to its package. The media brand will now have its logo on the front of the shirt and the newly created sleeve position.
July 17 – Online bookmaker Tempobet has signed a second shirt sponsorship deal in the English Football League, becoming principal partner at one of the Football League’s founding clubs Preston North End.
July 13 – Manchester United sponsor DHL has activated a marketing campaign that invites Manchester United fans to host a match. DHL will deliver the match ball and the playing kits for the teams, wherever in the world the match is to be played.
July 10 – It may not be a message for environmental sustainability, but it will help FIFA’s financial sustainability. Coal India has signed up as the third National Supporter for the U-17 World Cup by the Local Organising Committee (LOC).
July 7 – Premier League Manchester City have renewed their global partnership with Asian direct selling company QNET for another three years to 2020.
By Paul Nicholson
July 4 – Nike have added Premier League Tottenham Hotspur to their club kit supply roster in a multi-year deal that begins next season. The announcement was made formally at the launch of the club’s new playing strip.
June 27 – Kenyan online betting operator SportPesa is to pull out of its sponsorship of the Kenyan Premier League and the Kenyan Football Federation after the government introduced a new law imposing a 35% tax rate of gross profit on all gambling activities.
June 22 – On the same day that the English FA were ending their Ladbrokes deal and all brand association with betting sponsors, Burton Albion in the English Football League Championship were announcing the renewal of their shirt sponsorship with Tempobet.
June 15 – Visa is rolling out 1,600 point-of-sale terminals and more than 120 mobile concessionaires throughout stadium concourses at the 2017 Confederations Cup in Russia that kicks off this week.
June 8 – New Balance has added Belgian first division side Royal Standard de Liège to its kit supply roster, taking over Kappa. The US sportswear firm will provide the team with kit, training wear and equipment starting with the 2017/18 season.
June 6 – CONCACAF has signed the Allstate Insurance Company as its Official Insurance Sponsor for all championships for the next four years. No figure has been disclosed for the deal that also included four-year renewals of deals with the MLS and the Mexican national team’s US tours.
June 5 – The first football sponsorship fall-out from the cutting of diplomatic ties by Saudi Arabia, the UAE, Bahrain and Egypt with Qatar, has been the cancellation of Saudi club Al Ahli’s shirt deal with Qatar Airways.