May 30 – Maltese-based bookmaker ManBetX has become LaLiga’s official betting partner for Asia in a multi-million Euro three-year deal that will begin with the new season this September.
March 8 – The Europa League is widely regarded as the poorer sister of the Champions League but UEFA is taking every opportunity to promote its partnerships in the competition.
March 1 – Budweiser will step in to fill the official beer partnership slot of the England Senior Men’s team after Carlsberg end their 22-year association after the Russia 2018 World Cup.
February 19 – European governing body UEFA have extended another of their Champions League sponsorship deals, this time with Gazprom for the 2018-2021 cycle. The Russian energy firm is the fifth sponsor to renew their deal.
February 16 – Beko has extended its sponsorship of FC Barcelona, establishing the Turkish domestic appliance brand as a main partner and FC Barcelona’s official Training Partner whilst remaining FC Barcelona’s first choice for home appliances. Beko will also get a sleeve sponsorship position on the Barca shirt.
February 12 – South Korean pharmaceuticals company, Cho-A Pharm, has renewed its sponsorship of Manchester United as the club’s Official Pharmaceuticals partner in South Korea and Vietnam.
February 8 – Manchester City has signed a new multi-year regional partnership with online trading broker AvaTrade who will become the club’s Official Online Trading Partner for China, Asia and Latin America.
February 5 – Serie A champions Juventus have continued their marketing push in China with the addition of Shandong-based Linglong Tire as the Italian club’s Official Global Tire Partner.
January 10 – The Chinese Super League (CSL) has renewed its deal with international courier service DHL for a further three years.
January 10 – AC Milan who have been under scrutiny by UEFA over financial fair play issues following their acquisition by Chinese-led consortium Rossoneri Sport Investment Lux, which is controlled by Chinese investor Yonghong, has released better news with the announcement of a sponsorship deal with online betting platform VWin.
November 29 – Spain’s Banco Santander will join UEFA’s Champions League roster of sponsors from next season in a three-year deal, one of the first announcements of sponsors for the next cycle of deal being closed by TEAM Marketing.
October 26 – After almost 20 years AC Milan have agreed with Adidas to end their technical sponsorship deal early at the end of the 2017/18 season.
October 19 – Booking.com has become the UEFA’s official accommodation booking partner for national team football competitions in a four-year global deal running from 2018 to 2022.
By Mark Baber
October 12 – Nike and the Portuguese Football Federation have extended their long-term partnership until 2024. No value was announced for the deal.
October 11 – Arsenal have turned their in-game license agreement with video game PES (Pro Evolution Soccer) into an official partnership with the game’s maker Konami Digital Entertainment.