Football
Turkish Airlines backtracks over Champions League deal claim
Turkey’s national flag carrier Turkish Airlines has performed an astonishing u-turn by announcing a deal to become a top-tier sponsor of the Uefa Champions League European club football tournament only to then deny that an agreement had been finalised.
Allstate: College football remains key platform
US insurance company Allstate is using college football as the main platform to communicate its key messages.
West Ham connects with Lycamobile extension
Pre-paid mobile SIM card provider Lycamobile has extended its partnership with English Premier League football club West Ham United.
Barcelona scores extra year with Panasonic
Spanish Liga football club Barcelona has signed a one-year extension to its sponsorship agreement with Panasonic.
Commerzbank extends naming rights to Eintracht home
German banking and financial services company Commerzbank has agreed a five-year extension to its naming rights deal for the home of Eintracht Frankfurt, along with signing new terms for its partnership with the Bundesliga football club.
Irn-Bru links up with England’s Football League
Soft drinks brand Irn-Bru has signed up as an official partner of the Football League, which operates the three divisions below the English Premier League.
Beko: Barcelona deal causes brand to reconsider strategy
White goods manufacturer Beko is considering its long-term sponsorship strategy after its Barcelona deal showed good results.
Henkel joins DFB’s partner portfolio
The German Football Association (DFB) has agreed a partnership with consumer products manufacturer Henkel.
Chelsea lands Yokohama as airline deal fades
Japanese tyre company Yokohama Rubber last month signed a five-year deal, from 2015-16 to 2019-20, to become the new shirt sponsor of English Premier League club Chelsea.
New Balance gets Celtic, targets Puma in football
Sporting good manufacturer New Balance this month signed a five-year deal with Scottish Premiership team Celtic as part of its plan to become a top-three football brand.
Mapfre deal highlights multinational interest in MLS
Spain-based insurance brand Mapfre this month signed a deal to become the stadium naming rights partner for Major League Soccer’s Columbus Crew.
MLS bags commercial brace with Mondelez and Johnson & Johnson
North American football competition Major League Soccer has agreed multi-year partnerships with multi-national snack foods company Mondelez and the consumer division of Johnson & Johnson.
Liverpool signs energy drinks partner in Myanmar
Southeast Asian drinks brand Cobra Energy Drink has entered into a partnership with English Premier League football club Liverpool.
Credit Agricole invests in Euro 2016
Banking group Credit Agricole has been named as the third national sponsor of Uefa Euro 2016 ahead of France’s hosting of the national team football competition.
Transamerica takes over as new Colorado Rapids shirt sponsor
Major League Soccer team Colorado Rapids has signed a shirt sponsorship deal with financial services company Transamerica.
BT signs first Premier League partnership with QPR
UK telecommunications company BT has secured its first commercial partnership in the English Premier League club football competition by entering into a deal with Queens Park Rangers.
Qatar FA reconnects with Ooredoo for Emir Cup
Qatari telecommunications company Ooredoo has signed an extension to its partnership agreement with the Qatar Football Association.
Under Armour bolsters football portfolio with Sao Paulo deal
US sportswear manufacturer Under Armour has announced a multi-year deal with Campeonato Brasileiro Serie A football team Sao Paulo.