Asahi Super Dry signs global City Football Group deal
Japan’s number one beer brand Asahi Super Dry has signed as a new global sponsor of City Football Group (CFG), including Premier League champions Manchester City.
Socios continues investment spree with signings of Stade Français and The Sharks
Blockchain provider Socios.com has signed new team deals in rugby union with French Top 14 league club Stade Français and South African side The Sharks.
1xBet adds PSG regional deal to football portfolio
Paris Saint-Germain has signed up online betting platform 1xBet as a regional sponsor in Africa and Asia for the next three seasons
Asheville, North Carolina replaces Bermuda as US Open tourism sponsor
The United States Tennis Association (USTA) has named ‘Explore Asheville’ as the ‘Official Tourism Partner’ for the US Open in 2022, replacing the Bermuda Tourism Authority in the category.
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Bayern signs up Adobe to ‘digital transformation’ sponsorship
German Bundesliga champions Bayern Munich have signed a major, multi-year sponsorship deal with software company Adobe
Corr hired to head up MKTG’s London consultancy arm
Sports marketing specialist Jamie Corr has been appointed to head up the EMEA sponsorship and consultancy arm of the Dentsu-owned agency MKTG Sports+Entertainment
Gatorade renews with Man City until 2025
Manchester City has renewed its sponsorship agreement with sports drink and nutrition brand Gatorade for three more years from 2022-23 to 2024-25
eToro replaces Fedcom on AS Monaco’s shirtfront for European nights
Multi-asset trading platform eToro has extended its main partner deal with French Ligue 1 club AS Monaco to include front-of-shirt branding in European competition
RB Leipzig agrees sleeve deal with AOC, Babista upgrades at Freiburg
German real estate developer AOC has become the shirt sleeve sponsor for Bundesliga club RB Leipzig (RBL), while men’s fashion brand Babista has upgraded to a similar deal at SC Freiburg.
Zebet signs as Nantes shorts sponsor in Infront-brokered deal
Sports betting brand Zebet has signed as the front-of-shorts sponsor of French Ligue 1 club Nantes for the next three seasons, from 2022-23 to 2024-25