The global drinks giant has supported the Football League since 2004 and has now signed a new deal to become official league partner. The deal will involve the drinks manufacturer delivering merchandise and “club experiences”.

The Football League commercial director, Stewart Thomson, said, “During six years as our title sponsor Coca-Cola has made an exceptional contribution to our competition.

“We are delighted that they have committed to continuing that successful relationship by becoming an official partner of the Football League.”

The Korean car manufacturer Hyundai have signed an agreement to sponsor Euro 2012 and Euro 2016. This deal is an extension of their previous involvement in Euro competitions, having been automotive partner for Euro 2004 and Euro 2008.

Chairman of Hyundai Motor Company Mong-Koo Chung was quoted as saying, “Hyundai’s partnership with UEFA over the past ten years, which includes Kia since UEFA EURO 2008, has provided Hyundai-Kia with the perfect platform for connecting with our European customers to raise both Hyundai and Kia’s profiles in Europe, the home of football. We’re delighted to be extending our partnership to work and grow together with UEFA and reach our common marketing objectives.”

Large Italian sportswear brand Macron have signed a 4 year contract with Charlton Athletic starting 2010/2011 season.

Chief Executive Steve Waggott said, “They [Macron] are focused on the further development and growth of their brand in the UK, and are led by a forward-thinking and proactive team that sees Charlton as a major step towards achieving that aim.”

Macron currently supply kits to the following English sides:

• Sheffield United
• Leeds United
• Stockport County
• Salisbury City
• Rushden & Diamonds
• Eastbourne Borough
• Forest Green Rovers

Elsewhere in the UK Macron supply:

• Livingston
• Ballymena

International clubs:

• SSC Napoli
• Bologna
• Cagliari Calcio
• Piacenza Calcio
• Rimini FC
• US Cremonese
• Portogruaro Summaga
• Sporting Braga
• CD Santa Clara
• Boavista FC
• OS Belenenses
• Granada CF
• CD Leganes
• CF Ciudad de Murcia
• Sestao River FC
• CUC Villalba
• Gestesa Guadalajara
• NK Hrvatski Dragovoljac

Coca-Cola have renewed their sponsorship of UEFA until 2017 ensuring Coca-Cola will be present at the European Championships, the under-21 European Championships and the Women’s European Championships.

Coca-Cola will benefit from marketing rights and broadcast sponsorship rights as the beverage manufacturer continues its dominance of football.

The English supermarket chain Morrisons announced its sponsorship at Wembley today. Present were former England stars Alan Shearer and Teddy Shearer and also present was Morrisons Retail Director, Mark Gunter.

Morrisons previously sponsored the Scottish national side when it took over the Safeway supermarket chain.

Iconic Scottish beverage Irn Bru will continue its sponsorship of Scottish football for a further three years after tying up a contract worth approximately £3m. Adriantroy speaking on behalf of AG Barr, makers of Irn Bru stated:

“We are delighted and proud to be extending our sponsorship of The Scottish Football League. The SFL and Irn-Bru are a great partnership for one another with their shared strong Scottish heritage and community involvement. The partnership over the last two and a half years has proved a very successful one for us, helping us build Irn-Bru at a national but also a community level.”

Burnley Football CLub have signed its first international shirt sponsorship deal after partnering with Chinese entertainment and gambling company Fun88.

Burnley Chairman Barry Kilby announced:

“We are delighted and proud to have secured Fun88 as our shirt sponsors for the 2010/11 and 2011/12 seasons. This multi-million-pound deal is clear evidence of the global appeal of Burnley Football Club as a result of our Premier League status. We had discussions with many top international companies, expressing an interest in getting involved with the club. But we feel the special relationship we have enjoyed and established with Fun88 will be one that is hugely beneficial to both parties. We look forward immensely to working with them on several exciting ventures over the next two years.”

The Premier League have shared the seven radio broadcast packages for the 2010/11 to 2012/13 seasons between the BBC, TalkSport and newcomers Absolute Radio.

The deals are worth approximately £40m over the three years and offer the BBC first choice of fixtures on a Saturday and Absolute Radio 2nd choice. Dividing the fixtures between three providers will no doubt ensure confusion reigns as fans desperately try to find the station to tune into.

Exeter based Flybe have confirmed they will be continuing to sponsor the local club until 2012 in a move which provides great stability for the club with guaranteed income. Believed to be worth £500,000 over the three years, FLybe will continue its work with the community and with school coaching competitions.

Flybe’s director of marketing Simon Lilley,  sannounced:

“We’re delighted to be extending our sponsorship of Exeter City. At a time when the football sponsorship market nationally is in decline we are again demonstrating our commitment to our local club with a contract that will take the partnership into its tenth year. The fans at Exeter have been extremely supportive of Flybe and we are proud to have the opportunity to continue our special relationship with the Club and their supporters.”

World Cup bid given a boost by BT.

The England 2018 World Cup bid has been given a boost as BT have signed up as an official sponsor joining PriceWaterhouseCoopers in their support of bringing World Cup football back to England for the first time since 1996.