Matthew Glendinning

The French football league, the Ligue de Football Professionnel, is planning to create several new sponsorship packages - a title sponsorship, a technology partner, and some regional partners.

The French football federation, the Fédération Française de Football, expects to increase its national team sponsorship revenue by between 10 and 15 per cent in its next cycle, to about €72m ($96.5m) per year, with a host of deals set to be agreed in the coming months.

Fifa marketing director Thierry Weil expects brands from five sectors to take up the majority of the federation’s new Regional Supporter sponsorships: insurance, telecommunications, railways/ground transportation, logistics and real estate.

Uefa hopes to make around 25 per cent more sponsorship revenue from its Champions League deals in the next cycle, 2015-16 to 2017-18, and also aims to increase Europa League sponsorship income, thanks to several new features in its sales strategy.

The International Rugby Board more than doubled its income from logistics firm DHL in a sponsorship renewal last month.

Telecommunications company O2 is focusing its entire UK sponsorship efforts on its relationship with England Rugby and its Priority Sports programme.

This month’s issue of Sports Sponsorship Insider debunks the myth that everything Manchester United’s commercial team touches turns to gold. W

Korean electronics giant Samsung has changed its head of global sports marketing since London 2012

AT THE WEEKEND, Spanish champions FC Barcelona had less possession than their opponents for the first time in over five years

BSkyB-owned online gambling brand Sky Bet was announced as the new title sponsor of the Football League last month in a five-year deal, 2013-14 to 2017-18

Luke Southern, programme director, Glasgow 2014 at Virgin Media is responsible of for the telecom and cable TV brand’s activation of its tier one sponsorship of the Commonwealth Games in Glasgow in 2014.

It’s amazing what $10m will and won’t get you these days. T