Football

English Premier League football club Liverpool has renewed its long-term commercial partnership with Danish brewing company Carlsberg by confirming a three-year contract extension.

Cardiff City has agreed a sponsorship package with the Welsh government worth in excess of £100,000 (€117,000/$152,000) to promote tourism in Wales during its debut season in football’s English Premier League.

DIY retail chain Bauhaus has signed up as a commercial partner of German 1.Bundesliga football club Schalke 04 in a deal that will run through the 2013-14 season.

Watch brand Chronotech has become an official partner of Italian Serie A football club AC Milan for the 2013-14 season.

English Premier League football club Manchester City has continued its commercial expansion into the Asian market by agreeing a partnership with car battery brand GS Battery in Thailand.

German 1.Bundesliga football club Schalke 04 has terminated its partnership with secondary ticketing company Viagogo amid claims of multiple contract breaches.

Italian Serie A football club Inter Milan has agreed a two-year partnership with New York clothing brand Brooks Brothers.

Sportswear company Puma has agreed a new deal with Fortuna Düsseldorf to remain the German football club’s official clothing partner.

Petroleum company Engen has announced a three-year deal with SuperSport United to become the main sponsor of the South African Premier Soccer League club.

English Premier League football club Tottenham Hotspur has announced that technology giant HP will be the club’s principal partner for the 2013-14 season.

English Premier League football team Manchester United has announced a five-year partnership with the Aeroflot airline – an agreement that marks the club’s first commercial deal with a Russian company.

Banca Popolare di Milano (BPM) has agreed a three-year sponsorship deal with Italian Serie A football club AC Milan.

Phil Clement, Aon’s global chief marketing and communications officer, discusses the brand’s sponsorship decision-making process.

English Premier League football club Fulham has announced a record two-year shirt sponsorship deal with online betting company Marathonbet.

English Premier League football club Manchester City has teamed up with est Cola for its first ever regional partnership in Thailand.

Serie A club Inter Milan has sealed a major sponsorship deal with Deutsche Bank in an agreement that marks the German financial services company’s first entry into the Italian football market.