Europe

Football

American Express marked the 10-year anniversary of its partnership with Brighton & Hove Albion FC at the end of the 2021-22 Premier League season with a fan shirt swap activation that invited 250 fans…
Football

Nivea Men leveraged its partnership with Liverpool FC (LFC) through the 2021-22 season via a three-pronged focus on health, wellness and community with a set of awareness, reward and content-led activations…
Football

For the 2022-23 season, Everton FC and technical partner Hummel expanded their existing ‘My Everton’ collaboration and turned it into a web-based, social media-amplified, weekly series of authentic fir…
Rugby Union
Sponsorship & Marketing

The French Rugby Federation (FFR) has signed a sponsorship agreement with temporary work and recruitment company Manpower in a deal brokered by the Infront agency
Football
Sponsorship & Marketing

Belgian Pro League club Sint-Truidense VV has agreed a deal for wasabi producer Daio to take on naming rights to its home stadium, Stayen
Football
Sponsorship & Marketing

Spanish LaLiga club Cádiz CF has signed Digi, the telecoms arm of Digi Communications, as its front-of-shirt sponsor midway through the season, just five months after announcing Khalifa Capital in the …
Football

Paris Saint-Germain primary partner Accor leveraged the tie-up through the 2021-22 season to consolidate the 2019 launch campaign for its ALL loyalty programme through a multi-market, player-fronted ‘Play L…
Football

In November 2022, an Audi employee experience activation celebrated its 20-year partnership with FC Bayern Munich via an internal competition that saw 30 Audi workers selected to drive the latest all-electric…
Football
Sponsorship & Marketing

The South African government is exploring a ‘non-binding’ proposal from its tourism board to sponsor Premier League club Tottenham Hotspur.
Football
Sponsorship & Marketing

Sports infotainment platform StarCasinò Sport has expanded its presence in Italian football by agreeing to become the video assistant referee (VAR) sponsor of Serie B, the second tier of the domestic …
Football
Licensing & Merchandising

Uefa has extended the long-running association between its flagship competition, the Champions League, and online travel company Expedia Group
Football
Sponsorship & Marketing

French Ligue 1 club RC Lens has retained Sportfive as its exclusive commercial agency, extending a relationship that began in 2008
Football
Fan Engagement

Cryptocurrency exchange OKX has signed up four Manchester City players to endorse a new fan offering based on exclusive ‘immersive metaverse experiences’.
Rugby Union

Six Nations Rugby has secured an uplift in its ‘insights’ category with its most recent sponsorship agreement with software and accounting firm Sage after enhancing the package of available rights. Matthew Williams reports.
Rugby Union
Industry Moves

Sports marketing company Global Sports Media has added former Scottish Rugby Union (SRU) sponsorship manager David Whiteford as its head of business development and strategy
Esports
Finance & Law

London Stock Exchange-listed Guild Esports has reported record revenues of £4.5m ($5.5m/€5.1m) in its 2022 annual results, an increase of 137 per cent from 2021.
Football
Sponsorship & Marketing

German Bundesliga club Mainz 05 has further extended its deal with shirt sponsor Profine, a windows and doors manufacturer, with the pact already representing the longest-running association with a main…
Football
Sponsorship & Marketing

Bundesliga club Borussia Dortmund has named specialized sports channel Afizzionados as its inaugural regional partner in Mexico, becoming the latest European soccer club to align with the network