November 27 – Premier League Liverpool has added global business communications provider Mitel, already a partner of club owner Fenway Sports Group’s Boston Red Sox major league baseball team in the US, as the club’s Official Global Unified Communications Partner.
November 1 – Liverpool have added the Lavazza Group as the club’s official coffee partner in the UK. The deal will see Lavazza become the exclusive coffee at the Anfield Stadium.
November 1 – Manchester United have renewed their partnership with Canon Medical Systems Europe as the club’s Official Medical Systems Partner. The agreement was first signed in 2013.
October 18 – Manchester City have agreed a deal with cashless experts tappit, who becomes the Club’s Official Events Cashless Payments Partner.
September 21 – London-based foreign exchange business, Global Reach, has become West Ham United’s Official Payments Partner.
August 31 – Sports prediction and gamification app SportsHero has become LaLiga’s exclusive Indonesian partner for the 2018/19 season, with an option to extend for a further season.
August 6 – Manchester United have expanded their deal with coffee brand Melitta from a regional to a global partnership. As part of the deal Melitta will create a collection of Manchester United and Melitta branded coffee machines, coffee beans, and cups.
February 21 – After just four months Brazilian top-tier side Santos have renegotiated their kit deal with Umbro, saying that the original agreement was unfair and having threatened to cancel the partnership.
December 13 – LaLiga has added Iranian telecommunications company Irancell as a new regional partner. Irancell has more than 230 million customers in 22 countries across Europe, Africa and the Middle East.
October 27 – The Deutsche Fußball Liga (DFL) has signed a co-operation agreement with the Colombian División Mayor del Fútbol Colombiano (DIMAYOR) that will see the two leagues develop joint sports, marketing and management initiatives.
September 26 – Championship club Nottingham Forest have signed a one-year partnership with vitamins and supplements manufacturer Healthspan.
September 7 – Inter Milan have hooked up with Japanese company iCure to share best practices in the field of physiotherapy and rehabilitation as part of the Inter Academy Health project.
July 4 – Munich-based German engineering firm Siemens has been named as the Performance Partner of FC Bayern München in a three-year deal starting with the new season.
April 6 – UEFA has expanded its video gaming commercial category into three parts, taking account of the growth opportunities in the video gaming and exploding eSports sector.
March 30 – The Association of European Professional Football Leagues (EPFL) has brokered a deal between eight of its leagues and three commercial partners – Perform Group, Sportradar and Genius Sports – to collect and supply official data to the betting industry.