Vinai Venkatesham, Head of Global Partnerships at Arsenal said: “Working with Lucozade Sport means that Arsenal players have access to trusted sports nutrition that’s proven to make a difference. We are delighted to be working together for the next three years”.

While Nike has been dominant in soccer advertising in past years, this tournament saw Adidas become the World Champions. Adidas began to overtake its rival through the success of a Star Wars themed advert featuring Beckham, Snoop Dogg et al.

With the huge furore over the Jabulani match ball, a NM Incite survey showed Adidas overtook Nike in terms of buzz on blogs and social media networks. Adidas landed the final blow by its shirt sponsorship of the Soccer World Cup winners Spain.

The NM Incite survey has also revealed that during the first two weeks of the World Cup, FIFA Partners and World Cup Sponsors dominated online buzz. In fact out of the 10 most talked about brands 8 had World Cup affiliations (only Pepsi and Carlsberg did not have ties).

This World Cup halo effect spread to other markets as Budweiser, Hyundai and McDonald’s all saw a surge in internet buzz.

Daniel Levy, Spurs chairman and former investor in Autonomy has said “We are delighted to have Autonomy as our new global partner. I have been impressed with Autonomy’s vision and growth for many years…”

Meanwhile, Championship side Middlesbrough have failed to find a year longer shirt sponsor, so have taken the bold step in becoming the first club in the world of offering month by month shirt deals.

Burrda previously targeted the Middle East clubs such as the Qatar and Kuwait national sides and are aiming to become a global kit supplier. BURRDA’s General Manager, Charles Diab, added: “Next season is our first in the UK football market and it was vital for us to launch with the right kind of partner and Watford FC is just that.

“It genuinely is a club at the heart of its community and the outstanding work it does with young talent at the Harefield Academy really caught our eye. This makes it stand out as a progressive club ready to challenge in its field, which is exactly how we see ourselves too.

“There’s exciting times ahead for Watford and we can’t wait to be involved. The opportunity to become the main club sponsor and kit manufacturer enables us to help them move forward with their plans to be a top thirty club aspiring for a return to the Premier League.”

According to Paul Rawnsley, Director of the Sports Business Group the increased revenues from international broadcast rights of the English Premier League and extended parachute payments equal the “most substantial prize in world football”.

So in the first year the club should receive £40m from TV deals, higher gate receipts and increased commercial income. Then even if Blackpool are relegated they will receive parachute payments of up to £48m.

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.”

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.”

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

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