May 26 – Premier League Tottenham Hotspur have extended their shirt deal with insurance group AIA until the end of the 2021-22 season. The club announced the extension while on their post-season tour to Hong Kong at AIA Group’s headquarters.
May 25 – Premier League West Bromwich Albion have quickly signed Chinese construction for Palm as the club’s main sponsor after Chinese online betting firm K8 pulled out of their two-year deal after just one season.
May 22 – Manchester City have signed Carlsberg as their Official U.S. Beer Partner. Carlsberg, through its US distributor St. Killian, will promote initially around the Man City pre-season tour to the US.
May 19 – German Bundesliga club Schalke 04 will have an integrated chip in its replica shirts next season allowing fans to pay for services in the Veltins-Arena.
May 17 – Everton have confirmed SportPesa as the club’s new shirt sponsor in a five-year deal that chief executive Robert Elstone said is the biggest deal in the club’s history.
May 16 – Newly promoted Newcastle United are swapping shirt sponsors with pay day loans company Wonga making way for online bookmaker and casino FUN88 in a three-year deal.
May 12 – Premier League Everton have cleared the way for the announcement of a new shirt sponsor after the club unveiled current sponsor Chang was shifting over to a new three-year community partnership.
May 7 – On the eve of the week of their Congress in Bahrain FIFA have signed a new airline sponsor. Qatar Airways becomes Official Partner and the Official Airline of FIFA in a sponsorship deal that will take through to 2022 when their home country hosts the World Cup.
May 1 – The timing could perhaps have been better with Joey Barton having just received an 18-month ban for betting on football matches, but the Scottish Professional Football League (SPFL) is poised to announce an extension of its naming rights sponsorship with bookmaker Ladbrokes.
April 27 – Kenyan-based online gaming firm SportPesa has expanded its football sponsorships in Europe becoming the official African betting partner of Spain’s La Liga in a three-year deal.
April 24 – The Dutch Eredvisie has signed telecommunications operator KPN in a four-year deal as the league’s main sponsor from the start of next season.
April 21 – European furniture retail chain Conforama has signed a three-year title sponsorship with France’s Ligue 1. The deal, reportedly worth €10 million a season, will start with the 2017-18 championship and run though to the end of 2019-20.
April 21 – The trend towards recognising the Women’s club game in England as a sponsorship opportunity at club level and separate to the mens team, is continuing with double title winning side Manchester City Women signing Hays as their Official Recruitment Partner. This follows the deal unveiled earlier in the week when Liverpool’s Women’s team announced Avon as their shirt sponsor.
April 20 – Liverpool Ladies Football Club have signed Avon as the women’s team shirt sponsor, the first time the shirt sponsorship has been sold separately to the men’s shirt sponsorship which is currently held by Standard Chartered.
March 30 – Spanish telecom giant Telefónica is partnering with Real Madrid as both brands seek to maximise their leading positions at home and abroad.