Football

Italian sportswear brand Macron has agreed a partnership with Portuguese Primeira Liga football team Sporting Lisbon.

French insurance firm Groupama has signed a long-term stadium naming rights deal with Hungarian Liga football team Ferencvaros.

Sports sponsorships by the UK betting operator Ladbrokes are currently used as part of an integrated marketing approach rather than a standalone tool to acquire betting customers, a key marketing executive at Ladbrokes has said.

Global resources company BHP Billiton has agreed to become the new main sponsor of US Major League Soccer team Houston Dynamo.

AIM Sport has been secured by AS Monaco to serve as the French Ligue 1 football club’s sponsorship and marketing agency in a long-term deal.

English Premier League champion Manchester City has announced a two-year partnership with Saigon Hanoi Commercial Joint Stock Bank (SHB).

German Bundesliga football team Eintracht Frankfurt has confirmed US sportswear company Nike as its new long-term kit manufacturer.

Austrian energy drinks company Power Horse has renewed its partnership with the Beach Soccer Worldwide organisation.

Spanish Liga football club Barcelona has agreed a new sponsorship deal with Turkish domestic appliances brand Beko.

Australian A-League football team Newcastle Jets has signed a three-year partnership with BLK to make the sportswear manufacturer its official apparel supplier.

Sports nutrition brand Etixx has reached an agreement to become the new main partner of French Ligue 1 football team Lille.

Chemicals company Evonik Industries has signed an 11-year extension to its shirt sponsorship deal with Borussia Dortmund and has also agreed to acquire a minority stake in the German Bundesliga football club.

English Premier League football club Sunderland has signed a renewed six-year partnership with global sportswear brand Adidas.

Financial services group Danske Bank has renewed its title sponsorship of the Northern Ireland Football League’s top-tier Premiership for a third season.

Luggage manufacturer Rimowa has agreed a one-year extension to its partnership with German football team Köln after the club gained promotion to the top-tier Bundesliga.

Construction company Heinz von Heiden has agreed a three-year deal to be the main sponsor of German Bundesliga football team Hannover 96.