Football
SAP enhances German Football Association partnership
Software company SAP has enhanced its partnership with the German Football Association (DFB) by agreeing to sponsor the organisation’s academy.
Santander signs on as Champions League sponsor
Banking group Santander has agreed a deal with Uefa, the governing body for European football, to sponsor its Champions League club competition. The Spanish company has also confirmed that it has ended its sponsorship commitments in the Formula One motor-racing series.
EFL teams up with Thai Airways
Thai Airways has been unveiled as an official supporter of the English Football League, which operates the three divisions below the top-tier Premier League.
Suzuki extends backing of AFF Football Championship
Japanese automotive and motorcycle manufacturer Suzuki has extended its title sponsorship of the AFF Football Championship, a national team tournament organised by the Asean Football Federation.
Portuguese Football Federation renews with telco partner
The Portuguese Football Federation (PFF) has renewed its partnership with telecommunications company Altice and its subsidiary Portugal Telecom.
Malaysian football body partners with agency in sponsorship drive
Football Malaysia LLP has agreed a partnership with Ampersand Sports that will result in the agency brokering sponsorship deals for a range of events.
Apollo adds to football portfolio with first I-League deal
Indian I-League football club Minerva Punjab FC has agreed a title sponsorship deal with Indian tyre manufacturer Apollo Tyres.
Nivea Men takes Real Madrid partnership global
Spanish LaLiga football club Real Madrid has renewed and expanded its partnership with personal care brand Nivea Men.
Cosafa signs new title sponsor for U-20 Championships
The Council of Southern Africa Football Associations (Cosafa) has agreed a deal for Zambia’s Mopani Copper Mines to become the new title sponsor of its U-20 Championships youth-level national team tournament.
I-League team signs kit partner
Italian sportswear brand Perf has signed a kit supplier deal with Indian I-League football club East Bengal.
Peruvian Football Federation lands BBVA deal
The Peruvian Football Federation (FPF) has entered into a partnership with Lima-based financial services company BBVA Continental.
City adds Gatorade to Global Partners as revenues soar
Gatorade, the sports drink brand owned by PepsiCo, became the Official Sports Nutrition Partner of English Premier League club Manchester City in a multi-season deal.
Lazio teams up with Wiko
Italian Serie A football team Lazio has named French smartphone manufacturer Wiko as a premium partner.
Pune City extends with shirt sponsor
Suzuki Motorcycle India Private Limited (SMIPL), a subsidiary of Japanese automotive manufacturer Suzuki, has renewed its sponsorship deal with Indian Super League football club Pune City.
Alibaba revamps Fifa Club World Cup sponsorship
Chinese e-commerce company Alibaba Group has realigned its partnership with Fifa, football’s global governing body, after its Alibaba Cloud division replaced Alibaba E-Auto as a presenting partner of the Club World Cup.
MLS hopeful Nashville SC signs shirt sponsor
United Soccer League team Nashville SC has agreed a shirt sponsorship deal with Japanese automotive manufacturer Nissan as the city awaits a decision on whether it has been awarded a Major League Soccer expansion franchise.
Sponsorship in the financial services sector, 2017
Research by Sports Sponsorship Insider into the financial services sector has generated rights values to 148 out of 430 recorded financial services sector sponsorship deals, worth €871.8m ($1,033m) per year, at an average deal value of €5.7m per year.
Rangers add latest sponsor to new partnership platform
Scottish Premiership football club Rangers has entered into a partnership with Octopi Engineering, which specialises in the design and supply of doors, windows and hatches for the marine industry.