Football has a long tradition of corporate tie-ins with big tech firms.
But, as data becomes increasingly important both on and off the pitch, these partnerships are extending further than the days of Manchester City bearing the logo of UK printer firm Brother, back in the mid-nineties.
Recently, a number of mega-clubs have signed deals with IT firms as they seek to reap the benefits of digital technology.
Aside from the marketing aims, there are also real possibilities to modernise the technology used by leading teams. This can involve helping clubs reach out to legions of fans in regions such as Asia via social media, improve content delivery to mobile devices and even harness player data to enhance the teams’ performance.
Here are some of the biggest digital transformation and sponsorship deals in recent years....