Football
EE beats rivals to take long-awaited Wembley spot
EE beat competition from rival telecoms brands and brands from the finance sector to sign its six-year Lead Partner deal last month with Wembley Stadium in London.
Santos finds perfect fit with Corr Plastik
Campeonato Brasileiro Serie A football team Santos has renewed its shirt sponsorship deal with pipe and fittings company Corr Plastik.
Uefa reaches new high for European Qualifiers revenue
Deals with sportswear company adidas and tyre maker Continental in February are understood to have taken Uefa to a new high in sponsorship revenue for the inaugural commercial cycle of its newly rebranded European Qualifiers, from 2014-15 to 2017-18.
New deal pushes CSL above La Liga and Bundesliga
The Chinese Football Association Super League (CSL) is close to a new four-year sponsorship deal which will take the competition to between $55m (€39.5m) and $60m in annual central sponsorship revenue.
Hublot to continue to watch over Fifa
Hublot has extended its partnership with Fifa, world football’s governing body, until 2022, according to the Swiss watchmaker’s president Jean-Claude Biver.
Bundesliga’s Mainz extends partnership with betting provider
German Bundesliga football club FSV Mainz 05 has signed a three-year extension to its long-term partnership with state sports betting provider Lotto Rheinland-Pfalz.
Freiburg extends with beer partner
German Bundesliga top-division football club Freiberg has extended its partnership with regional brewery Rothaus.
Man stays on course with Bayern Munich
Commercial vehicle manufacturer Man has extended its partnership with German Bundesliga football club Bayern Munich through 2016.
Levski Sofia nets Joma kit deal
Bulgarian football club Levski Sofia has agreed a two-year kit deal with sportswear brand Joma.
Adidas links up with Bosnian FA ahead of World Cup
Sportswear giant Adidas has entered into a long-term kit partnership with the Football Federation of Bosnia and Herzegovina ahead of the national team’s appearance at the 2014 Fifa World Cup.
Everton toasts renewed Chang deal
English Premier League football club Everton has signed a three-year extension to its shirt sponsorship deal with Thai beer brand Chang.
Warrior increases Premier League presence with Stoke deal
English Premier League football club Stoke City has announced a deal with Warrior to make the US sportswear brand its new official kit supplier.
Central Coast recruits shirt sponsor for ACL campaign
Australian A-League football club Central Coast Mariners has announced that Chinese bottled water company Tibet Spring 5100 has agreed to become a sponsor of the team during the group stage of the 2014 Asian Football Confederation (AFC) Champions League club competition.
McDonald’s showcases the McDonald’s EURO 2012 Player Escort Programme at the ESA Excellence Awards
McDonald’s won the Multi-National 
Award at the ESA Excellence Awards in January for its activation of the McDonald’s EURO 2012 Player Escort Programme.
Belgian champion Anderlecht renews with major sponsors
Belgian Pro League football club Anderlecht has sealed three-year extensions to its agreements with main sponsors BNP Paribas Fortis and Belgacom.
Sydney FC enhances top-tier sponsors with Beechwood Homes
Australian A-League football team Sydney FC has signed a three-year premium partnership with Beechwood Homes that will result in the New South Wales housing company becoming its sleeve sponsor from next season.
PSG in Center Parcs tie-up
Outdoor resort chain Center Parcs has entered into a partnership with French Ligue 1 football club Paris Saint-Germain.
Emirates and New York Cosmos take off for two more years
Dubai-based airline Emirates has agreed a two-year extension to its sponsorship deal with US football club New York Cosmos.