December 1 – Spain’s LaLiga has added another new global sponsor. Although no amount was announced for the deal, La Liga said it now expected to earn €70 million from sponsorship this year, more than double its annual sales of previous years.
November 23 – Dutch champions PSV Eindhoven have signed online trading company iFOREX as their Official Sponsor and Official Trading Partner, no figure has been released for the deal.
November 17 – The rumour was that it would be a Chinese sponsor but in the end it was Japan’s Rakuten that signed up as FC Barcelona’s new main global partner in a four-year €220 million deal that could rise with bonuses.
November 17 – Paris St. Germain have signed an official partnership with Swedish telecom Ericsson that will see the company provide the club with a suite of solutions and services that will revamp the digital experience for fans.
November 11 – Rumours have intensified that Barcelona are close to announcing a new main sponsor who will replace Qatar Airways on the front of the club’s shirt. The deal is expected to be announced next month, but the identity of the new sponsor is still a secret.
November 12 – The Italian Football Federation (FIGC) has partnered with the country’s leading train operator Trenitalia in an official sponsorship that will see the train operator transport all national teams to home matches.
November 9 – Manchester City has added financial trading platform iTrader.com as a sponsor partner for Europe, the Middle East and Africa in what the club is calling a multi-year deal.
November 4 – LaLiga has announced a three year sponsorship with the Hacienda y Viñedos Marques del Atrio winery that sees the Marques del Atrio brand as the league’s official wine partner across its three divisions.
November 1 – Manchester United could never be accused of being asleep at the wheel when it comes to signing up new sponsor partners, but should they be tempted to doze off they have a new sponsor in China’s mattress and pillow brand Mlily who can make it a comfortable experience.
November 1 – Japanese car manufacturer Nissan, global sponsor of UEFA’s Champions League, has added some star power to its ‘Excitement’ advertising theme, naming Real Madrid’s Gareth Bale and Manchester City’s Sergio Aguero as the brands ‘Engineers of Excitement’.
October 27 – Manchester City have announced Valvoline as a new global partner in a “multi-year” agreement that will see Valvoline designated as the club’s ‘Official Automotive Lubricants Partner’.
October 19 – Manchester City turned British media heads when they travelled to Barcelona for their Champions League match. Gone was the (often) scruffy suit and tie look of overgrown schoolboys on tour and in came a modern, casually smart denim look. Even assistant manager Brian Kidd managed to carry off the style change.
October 18 – Adidas vs Nike or Man Utd vs Chelsea. The apparent ease with which Adidas let Nike takeover at Chelsea in a new £60 million per year, 15-year deal, suggests an even greater concentration by the sportswear sponsors on the mega club brands.
October 14 – Official gaming partner Marathonbet has launched an online Manchester United branded casino, the first live casino for a football club. Players can interact with dealers in real time in a virtual gaming environment that is open 24 hours a day, seven days a week.
October 12 – Good wine matures with age and so do good sponsorship deals. Manchester United and Chilean wine producer Concha y Toro have renewed their global partnership for a further three years. No figure was announced for the sponsorship.