Football
Southampton connects with NIX Communications
English Premier League football club Southampton has entered into an official partnership with telecommunications business NIX Communications.
Mercedes-Benz: Tight strategy goes straight for customers
Luxury carmaker Mercedes-Benz uses its sponsorships in football to increase global brand consideration and perception but uses its other agreements to directly target potential customers.
Cheng Shin Tire upgrades Ajax sponsorship
Dutch Eredivisie football club Ajax has renewed its sponsorship deal with bicycle and scooter tyre manufacturer Cheng Shin Tire.
Tecate adds to football portfolio with PSG partnership
Mexican beer brand Tecate has confirmed a partnership with French Ligue 1 champion Paris Saint-Germain.
Manchester United nets Korean gaming partner
English Premier League football team Manchester United has agreed a commercial deal with Korean-based online games developer and publisher Nexon.
Watford displays extended partnership with Hannspree
Consumer electronics manufacturer Hannspree has extended its partnership with English Premier League football club Watford.
Augsburg continues commercial drive with double deal
German Bundesliga team FC Augsburg has secured commercial partnerships with automotive engineering company Man and consumer electronics retailer TechnoMarkt.
Torino drives into new season with Suzuki
Japanese automotive manufacturer Suzuki has reached an agreement to become the main sponsor of Italian Serie A football team Torino for the 2015-16 season.
Augsburg extends with partner ahead of new season
German Bundesliga football club FC Augsburg has extended its partnership with national furniture retailer Segmüller.
West Brom keeps Bet365 in betting portfolio
English Premier League football club West Bromwich Albion has renewed its partnership with online betting company Bet365.
Steadfast trades up with Brisbane Roar
Australian A-League football club Brisbane Roar has upgraded its commercial deal with Steadfast to make the insurance brokerage network its principal partner.
Betfair set for European campaign with Arsenal
English Premier League football club Arsenal has reached an agreement to make online betting operator Betfair its official betting partner in Europe.
Manchester City enters into global partnership with Korean tyre firm
English Premier League football club Manchester City has secured a global partnership with South Korean tyre and rubber tubing manufacturer Nexen Tire.
Lyon extends with shorts sponsor
PVC windows and doors manufacturer Oknoplast has extended its sponsorship agreement with French Ligue 1 football club Lyon for a third consecutive season.
Augsburg and Ingolstadt boost commercial rosters for new Bundesliga season
Water softener products manufacturer Grünbeck has enhanced its partnership with FC Augsburg, while fellow German Bundesliga football team FC Ingolstadt 04 has brought in online tools and machinery retailer Werkzeugstore24 as an official top partner.
Continental set for Copa do Brasil run
Tyre manufacturer Continental has expanded its football presence by becoming a sponsor of the Copa do Brasil knockout club football competition.
Hood Group to push Asda Home Insurance through Stoke deal
Insurance provider Hood Group has been unveiled as the new premium partner of English Premier League football club Stoke City.
Hertha Berlin secures bet-at-home as new shirt sponsor
Online gambling operator bet-at-home has struck a deal to become the new front-of-shirt sponsor for German Bundesliga football club Hertha Berlin.