Football

British snack food company McVitie’s has agreed an expanded sponsorship deal with Italian Serie A football team AC Milan for its McVitie’s Digestive brand.

Stephen Urquhart, president of the luxury watch brand Omega, provided Sports Sponsorship Insider with a great marketing insight when he said that the only sponsorship that clearly moved sales of its watches was Omega’s James Bond deal.

French hotel operator Accor has become a new sponsor of the French Football Federation in a deal that will run through to June 30, 2018.

The Indian Super League (ISL) signed a three-year title sponsorship agreement with motorcycle manufacturer Hero MotoCorp in July, but brands are waiting to the last minute to sign second-tier Associate Sponsor deals in order to secure the best price.

Simplifying the way organisations and individuals use technology is the overarching aim of software company SAP. Sports sponsorship is a great way to reinforce this message, Chris Burton, Head of Global Sponsorship at SAP, told Sport Sponsorship Insider.

Australian A-League football team Adelaide United has announced a two-year extension to its shirt sponsorship deal with recycling and waste management company Veolia.

German Bundesliga top-tier football club Augsburg has extended its partnerships with local energy company Stadtwerke Augsburg (SWA) and car parts supplier Reinhard Kastner.

English Premier League football club Tottenham Hotspur has signed a five-season extension to its long-standing sponsorship deal with credit card company MBNA.

Argentinean Primera División top-flight football team Club Atlético Lanús has agreed a deal for motorcycle and motorised products manufacturer Yamaha to become its main sponsor.

Australian A-League football team Melbourne Victory has appointed customised training and assessment programmes company Community Training Initiatives as its new joint-principal partner.

Speciality glass company Schott has entered into a partnership with German Bundesliga football team Mainz 05 for the 2014-15 season.

English Premier League football club Crystal Palace has agreed a new partnership with the Sportlobster social network platform.

Turkish Airlines has expanded its football sponsorship portfolio by signing up as a new partner of German Bundesliga top-tier football club Koln.

English Premier League football club Sunderland has strengthened its established links with Africa by making the Tanzania Tourism Board its official tourism partner and extending its partnership with South African Airways into the 2014-15 season.

Italian Serie A football club Empoli has entered into a sponsorship deal with Bancadinamica, the online division of national savings bank Risparmio di San Miniato.

Dutch Eredivisie football club AZ Alkmaar has agreed a three-year extension to its partnership with banking and financial services group Rabobank.