Football
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.
Infront to lead Inter Milan sponsorship drive
Italian Serie A football team Inter Milan has entered into a four-year commercial agreement with the Infront Sports & Media agency.
Traffic Sports seals long-term Concacaf renewal
The Confederation of North, Central America and Caribbean Association Football has renewed its commercial rights deal with the Traffic Sports agency through the 2021-22 season.
Flamengo scores Herbalife deal
Nutrition company Herbalife has entered into a one-year commercial partnership with Campeonato Brasileiro Série A football team Flamengo.
Cheki Ghana backs national team on road to World Cup
Online car dealership Cheki Ghana has agreed to become an official sponsor of the Ghana Football Association under a two-year deal.
MillerCoors toasts Sporting KC deal
US Major League Soccer team Sporting Kansas City has announced a deal with brewery MillerCoors to make its Coors Light brand its official domestic beer partner.
Aegon hands over Ajax sponsorship rights to charity
Financial services firm Aegon has announced it will donate shirt sponsorship rights for Dutch Eredivisie football club Ajax to disabled sports charity Fonds Gehandicaptensport.
Liverpool wraps up Subway deal
US-headquartered multinational sandwich chain Subway has secured its first move into football’s English Premier League through a multi-year partnership with title-challenger Liverpool.
Qatar’s Emir Cup retains sponsors
Qatari retail chain Fifty One East and electronics giant Sony have agreed a three-year deal with the Qatar Football Association to extend their sponsorship of the Emir Cup club football competition.
Mitre scores Suzuki Cup deal
UK football equipment brand Mitre has reached a deal to be the official football supplier to the Asean Football Federation’s 2014 Suzuki Cup national team tournament.
Nissan pays increase to replace Ford as UCL sponsor
The value of the Uefa Champions League’s automotive partner position will increase by at least 33 per cent in the 2015-16 to 2017-18 cycle following its deal this month with carmaker Nissan.
Reports from sponsorship industry event the ESA Summit 2014
Global banking brand Barclays has refocused the strategy for its title sponsorship of the English Premier League this season on brand engagement rather than media delivery, according to David Wheldon, Barclays head of brand, reputation and citizenship.
Umbro boosts Premier League presence with Hull deal
Manchester-based sportswear brand Umbro has agreed a four-year partnership to supply kit for English Premier League football team Hull City.