Europe
Features
AXA upgrades to Liverpool training kit partner
French multinational insurance brand AXA will pay about £12m ($15.3m/€13.6m) per year as the new training kit partner of Premier League club Liverpool, SportBusiness Sponsorship has learned.
Barclays pays up to seize Women’s Super League opportunity
Barclays bank will pay between £4m ($5.2m/€4.6m) and £4.5m per season as the first title sponsor of the FA Women’s Super League, SportBusiness Sponsorship has learned.
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Wimbledon secures major five-year investment from Chinese smartphone brand Oppo
Chinese smartphone brand Oppo will pay between £8m (€9.26m/$10.3m) and £9m per year to partner with the Wimbledon tennis championships, according to industry sources.
FIGC fights negative trend in sponsorship revenues from weak position
Italian FA (FIGC) set to earn €37m from sponsorship rights in 2019
Top Partner deals renewed this month with Eni and Tim
tappit’s cashless payments tech connects with Man City, Australian Grand Prix
UK cashless payments brand tappit is paying between £1m (€1.1m/$1.3m) and £1.5m per season to partner with Premier League club Manchester City, according to industry sources.
RFEF renews major partnership with Seat, finds Seur, extends with Pelayo, Sanitas
Spain’s national football federation has inked three renewals and one new partnership in this year’s first quarter, raising at least €5.5m ($6.2m) in sponsorship revenue.
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Turtle Beach moves first with Manchester City esports
Manchester City’s first esports partnership, with US gaming accessories brand Turtle Beach, is worth about £200,000 ($264,000/€233,500) per season, SportBusiness Sponsorship has learned.
AS Monaco leaves Nike, signs six-year kit deal with Kappa
Italian sportswear brand Kappa will pay between €5m ($5.6m) and €6m per season as the new kit supplier at French club AS Monaco, according to industry sources.
Deutsche Post diverts Schalke’s shirt sleeve rights to DHL
German postal services and courier group Deutsche Post DHL will honour its shirt sleeve agreement with Bundesliga club Schalke 04 even though the subsidiary brand it supported in the first year of the…
Klinc by Zurich taps into NBA Spain’s millennial fanbase
The Spanish arm of Swiss insurance firm Zurich will pay a six-figure fee for its digital-only partnership with NBA Spain, SportBusiness Sponsorship has learned
PSG signs LoveBet as first regional partner, launches virtual LED
Philippine betting brand LoveBet will pay between €2m and €2.5m per season to partner with French Ligue 1 club Paris Saint-Germain.
Telefónica renews Team Movistar UCI World Tour deal
Spanish telco Telefónica has renewed its title sponsorship of the Team Movistar UCI World Tour outfit from 2019 to 2021.
Telefónica will pay between €12m ($13.5m)
Alfa Romeo pays Sauber extra for full team rights in 2019
Italian carmaker Alfa Romeo is understood to have paid an extra $5m (€4.4m) per year to upgrade from title sponsor of the Sauber Formula One Team to full team rights.
Sponsorship in basketball, 2018-19
In the latest interactive monthly data report, SportBusiness Sponsorship analyses the sponsorship landscape of basketball in the US and Europe.
Coral takes over from Ladbrokes as Challenge Cup title sponsor
UK bookmaker Coral will pay just over £500,000 ($646,000/€571,000) per season as the new title sponsor of the rugby league Challenge Cup.
Visa targets new business with Uefa and Afcon deals, says chief brand officer
Visa decided to sponsor women’s football in Europe and the men’s African Cup of Nations because it was pursuing “targeted opportunities” among women and mobile payment adopters respectively.
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Philip Morris makes branding comeback with Scuderia Ferrari Mission Winnow
Tobacco giant Philip Morris International is paying $180m (€158m) per season to sponsor the Scuderia Ferrari Formula One team, according to sources close to the deal.
Barça keeps talking to hit €25m per year Naming Rights target
Spanish club FC Barcelona is unlikely to budge from its €25m-per-year ($28.4
Santander gets another year to review LaLiga options
Santander’s one-season title sponsorship extension with LaLiga for 2019-20 was priced at the same rate as the original deal, SportBusiness Sponsorship has learned.
Visa steps up to partner Uefa women’s football programme
Payment services brand Visa is paying Uefa, European football’s governing body, an average of more than €2.5m ($2.8m)