Europe
Koln drives back into Bundesliga with Ford
German Bundesliga football club FC Köln has extended its long-standing partnership with automotive manufacturer Ford into a 20th year.
Manchester City nets partnership double
Manchester City has announced partnerships with British shirtmaker and tailor T.M. Lewin and Asian wellness and lifestyle company QNet ahead of the defence of its English Premier League title.
Arsenal extends Indesit partnership
English Premier League football club Arsenal has renewed its partnership with home appliances brand Indesit.
Scottish Rugby refreshes sponsor portfolio with A.G. Barr tie-up
Soft drinks manufacturer A.G. Barr has agreed a two-year deal to become a new partner of Scottish Rugby, the governing body of rugby union in Scotland.
Newcastle extends Puma kit deal
English Premier League football club Newcastle United has signed a long-term extension to its kit deal with sportswear company Puma.
Tissot to spend time with Top 14
Swiss watch brand Tissot has reached an agreement to become the official timekeeper of France’s premier rugby union division the Top 14.
Vestas puts wind in sails of final Volvo Ocean Race entry
Danish wind energy company Vestas has been announced as the title sponsor of the seventh and final entry for the 2014-15 edition of sailing’s Volvo Ocean Race.
Arsenal takes to the road with Europcar
English Premier League football team Arsenal has sealed a three-year agreement to make car rental company Europcar an official club partner.
Southampton and Leicester City net betting partners
English Premier League football clubs Southampton and Leicester City have secured betting partners ahead of the 2014-15 season.
Real Sociedad brings in Chinese firm as main partner
Spanish Liga football team Real Sociedad has reached an agreement for Chinese mobile and internet technology company Qbao.com to become its main sponsor for the 2014-15 season.
Cofidis calls time on Belgian Cup sponsorship
The Belgian Football Association (URBSFA/KBVB) has announced French financial services firm Cofidis will end its seven-year term as the title sponsor of the Belgian Cup domestic club competition.
Tottenham Hotspur alters gaming strategy with Marathonbet deal
English Premier League football club Tottenham Hotspur has agreed a two-year deal to make online gaming company Marathonbet its official betting partner.
5vorFlug books renewal with Hamburg Freezers
Munich-based travel provider 5vorFlug has signed a two-year extension to continue as main sponsor of German Ice Hockey League (DEL) team Hamburg Freezers.
London Irish collects Powerday renewal
UK recycling company Powerday has agreed a two-year sponsorship deal with London Irish to continue as the English Premiership rugby union team’s principal sponsor until the end of the 2015-16 season.
Toyota confirms Fiba Women’s World Championship deal
Japanese car maker Toyota has signed up as a global partner of the International Basketball Federation’s (Fiba) 2014 World Championship for Women.
Genoa nets McVitie’s deal ahead of Serie A campaign
British biscuit manufacturer McVitie’s has agreed a shirt sponsorship deal with Serie A football club Genoa for the 2014-15 season.
Nissan teams up with Ketchum for Champions League activation
Japanese car maker Nissan has appointed the London office of global public relations company Ketchum to activate its top-tier sponsorship of football’s Uefa Champions League European club competition.
Evonik: a special relationship with Borussia Dortmund
Chemicals company Evonik Industries is using its sponsorship of Bundesliga club Borussia Dortmund to raise awareness of the business-to-business brand in Germany and, increasingly, internationally.