Football
Paris Saint-Germain bolsters Asian footprint with GarudaFood deal
Indonesian food and beverage company GarudaFood has signed an agreement to become Ligue 1 football club Paris Saint-Germain’s first regional partner in Asia.
Kumho Tyre gets to grips with Bundesliga’s Schalke
German Bundesliga team Schalke 04 has agreed a partnership with Korean tyre manufacturer Kumho Tyre through the 2016-17 football season.
CSKA Sofia opts for Lotto deal
Italian sportswear manufacturer Lotto has entered into a partnership with Bulgarian A PFG top-tier football club CSKA Sofia.
Earthquakes drive away with founding partner for new stadium
Major League Soccer franchise the San Jose Earthquakes has signed a five-year founding partnership for its new stadium with the Bay Area BMW Centers automotive dealership chain.
Chevrolet and Manchester United
Automotive brand Chevrolet’s principal sponsorship of Manchester United began on 7 July 2014 with the release of the 2014-15 home shirt bearing the Chevrolet logo. This case study focuses on the first six weeks of the new partnership, including the global release of Manchester United’s home, away and third kits, and Chevrolet’s activations on Manchester United’s 2014 US pre-season tour.
FXPrimus invests in Manchester City
English Premier League champion Manchester City has agreed a three-and-a-half year deal to make FXPrimus its official online forex trading partner.
Deutsche Bahn scales down Hertha Berlin connection
Hertha Berlin is looking for a new main sponsor after railway company Deutsche Bahn said it will downgrade its partnership with the German Bundesliga football club.
Ghana heads into Cup of Nations with fresh Puma deal
The Ghana Football Association has extended its partnership with German sportswear giant Puma.
TVM: Moving away from exposure-based strategy
Transportation insurance company TVM is using sports sponsorship as a story-telling platform and a tool to drive client engagement.
New partner gives Hamburg a healthy outlook
German Bundesliga football club Hamburg SV has agreed a three-year deal to make health insurance provider Hanseatische Krankenkasse (HEK) its new health partner.
DJI Holdings deal just the ticket for Manchester City
English Premier League champion Manchester City has agreed a partnership with Chinese lottery operator DJI Holdings.
Orezza refreshes AS Monaco’s season
French Ligue 1 team AS Monaco has announced mineral water brand Orezza as an official supplier for the remainder of the 2014-15 football season.
CBF secures long-term connection with Vivo
The Brazilian Football Confederation (CBF) has sealed an eight-year extension to its sponsorship agreement with telecommunications brand Vivo, part of the Telefonica Group.
Club Brugge extends with jersey sleeve sponsor
Belgian Pro League top-tier football team Club Brugge has opted to extend its sponsorship deal with domestic women’s pharmaceuticals company Mithra Pharmaceuticals.
Globacom reconnects with CAF
Nigerian telecommunications company Globacom has extended its headline sponsorship of the Confederation of African Football’s annual awards event for four years until 2018.
Para-Tempotest covers Sampdoria’s shirt contract
High-end fabrics and furniture manufacturer Para-Tempotest has confirmed a shirt sponsorship deal with Italian Serie A football team Sampdoria.
AdvoCare on target with league-wide MLS partnership
Health and wellness company AdvoCare has signed a five-year deal to become the official sports nutrition partner of Major League Soccer.
Atletico Madrid nets Plus500 shirt deal
Spanish Liga champion Atletico Madrid has agreed a shirt sponsorship deal with online trading platform Plus500.