Football
Westfield bags FFA Cup title spot
Shopping centre group Westfield has been announced as the naming rights partner for the FFA Cup under a three-year deal commencing with the Australian knockout club football tournament’s inaugural edition this year.
Carlsberg furthers backing of Malawian football
Beer brand Carlsberg has agreed a three-year sponsorship deal with the Football Association of Malawi to back the southeast African country’s national team.
EPL’s Stoke to be comfortable in own Skins
English Premier League team Stoke City has entered into a three-year partnership with base layer garments manufacturer Skins - a deal the club believes to be the first of its kind in English football.
Bundesliga’s Augsburg scores extension with PCI
Chemicals manufacturer PCI has extended its sponsorship of German Bundesliga team FC Augsburg to cover the 2014-15 football season.
32Red: Seeking brand consideration in a competitive market
Online gaming company 32Red will use its recently-signed shirt sponsorship with Scottish football club Rangers to drive brand awareness, as well as consideration of the brand when sports fans choose an online gaming provider.
Roma to finish season with Sky sponsorship
Italian Serie A football team Roma has reached an agreement with Sky Italia to carry the pay-television broadcaster’s branding on the front of its shirts for the final two matches of the 2013-14 season.
Monaco has clear vision with new shirt sponsor
Monaco has signed up optician Alain Afflelou as the French Ligue 1 club’s new official partner for the 2014-15 season.
Köln marks Bundesliga return with kit deal
German football club FC Köln has marked its return to the Bundesliga by signing a four-year extension to its partnership with sportswear firm Erima.
Schalke 04 renews Veltins stadium partnership
German Bundesliga football club Schalke 04 has sealed a four-year extension to its stadium naming rights deal with the C&A Veltins Brewery through 2019.
Ciao Telecom connects with Colorado Rapids in sponsorship first
Dallas-headquartered telecommunications company Ciao Telecom has agreed a deal through 2018 with Colorado Rapids to become the Major League Soccer team’s first front-of-jersey sponsor.
Chevrolet drives off with Campeonato Brasileiro naming rights
US automotive brand Chevrolet has agreed a multi-year deal with the Brazilian Football Confederation (CBF) to become the title sponsor of Campeonato Brasileiro Serie A and Serie B, the top two divisions of the domestic game.
QFA calls in Ooredoo for Emir Cup
Qatari telecommunications firm Ooredoo has signed a one-year sponsorship deal with the Qatar Football Association.
West Brom scores Adidas extension
English Premier League football club West Bromwich Albion has extended its technical partnership with sportswear company Adidas until the end of the 2015-16 season.
Mondelez to back Australia’s World Cup campaign
Multinational snack food company Mondelez has reached a deal to become an official sponsor of Australia’s football team ahead of the Fifa World Cup in Brazil.
MasterCard: Consumer-based marketing for business to business operations
Payment systems company MasterCard is using its sports sponsorships as part of a consumer-based marketing strategy despite a lack of direct consumer operations, Ann Cairns, president, international markets for MasterCard, told Sports Sponsorship Insider.
Liverpool banks MBNA extension
Credit card company MBNA has extended its long-term partnership with English Premier League football club Liverpool until the end of the 2018-19 season.
Shirt sponsor delivers extension for Borussia Mönchengladbach
German Bundesliga top-tier football club Borussia Mönchengladbach has signed a five-year extension to its kit sponsorship deal with retail bank Postbank.
Dundee United doubles up with shirt sponsor extensions
Scottish Professional Football League (SPFL) Premiership team Dundee United has extended its shirt sponsorship deals with gas products manufacturer Calor and engineering specialist GA Engineering for a further two years.