There continues to be action in the world of sports sponsorship despite the continuing economic downturn (there may be ‘green shoots’ depending on to whom you listen). Last month media agency Mediaedge:cia published its “Green Change” report. The report offers advice to brands on how they can form successful partnerships, while pointing out that the global sponsorship market is continuing to thrive and companies should not be deterred from entering deals by the potential for negative press. It is predicted that worldwide sponsorship and related activity will grow by 15% this year to $44 billion. Adidas’ Chief Executive has said that his company will continue to spend around 13% of its annual net sales on marketing, seeing it as an investment, while also aiming to cut costs through cutting jobs and closing regional offices.  Now that it has spent over €200 million to bring in players such as Ronaldo, Kaka and Benzema, Real Madrid is seeking to renegotiate its kit supply deal with Adidas. The deal is currently worth €30 million per year, but Real Madrid believes that €60 million is nearer what it should be earning. Should Adidas refuse to play ball, the club may look to Nike, which currently sponsors Ronaldo. Real Madrid’s other partners include Bwin, Coca-Cola, Audi and Telefonica, collectively earning the club more than €130 million per year. On a smaller scale, Liverpool has agreed a three-year deal with international tire manufacturer Maxxis, which runs until 2012 and is reportedly worth £1.5 million. The deal will provide Maxxis with exposure on pitch side boards and in the match day programme as well as on the Liverpoolfc.tv website and LFC TV channel. Liverpool is currently negotiating an extension to its shirt sponsorship deal with Danish brewer Carlsberg, which has also indicated it would consider giving its name to the club’s planned new stadium if it ever materialises. Manchester United recently announced a record shirt sponsorship deal with US insurance company AON Corporation. The deal, reportedly worth £80 million will come into effect in the 2010-11season and run for four years.  In other stadium news, England’s Football Association (FA) is seeking a title sponsor (of sorts) for Wembley. While it would never ask Daily Mail readers to refer to the hallowed stadium as anything other than Wembley, it is considering the potential to call the stadium “Wembley sponsored by…” or “Wembley in association with…” It’s a bit of a mouthful, but it could raise an extra STG£5 million or so per year.