Europe

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Asian insurance brand AIA Group is paying English Premier League club Tottenham Hotspur a significant increase under the five-year extension of its main shirt deal from 2017-18 to 2021-22, Sports Sponsorship Insider has learned

AC Milan's new owners want to build on the heritage of success-with-style but expand the club’s horizons to become a global brand with a footprint that extends from China to the US. 

Spanish LaLiga club Barcelona has extended its sponsorship agreement with Turkish home appliances brand Beko for three seasons, from 2018-19 to 2020-21.

Juventus is different. Doing things differently has become one of the touchstones of the Italian club’s projection of itself as a global brand.

UK insurance brand Aviva has shifted its strategy from brand awareness to fan engagement in its renewal as naming rights partner of the Aviva Stadium in Dublin.

Bundesliga International, a subsidiary of the German Football League, and bookmaker Tipico have signed the first partnership between the league and a private betting company.

Insurance company Aviva has taken up its option to extend its deal with the Football Association of Ireland and the Irish Rugby Football Union for the naming rights to the Aviva Stadium in Dublin for a further five years.

Led by Manchester United and Manchester City, the Premier League’s big six are pulling away from their smaller competitors commercially even as they dominate them on the pitch.

Phil Stephan, director of global consulting at data-driven sports marketing agency Two Circles, tells Sports Sponsorship Insider that sports rights-holders hold digital marketing assets that can compete with targeted advertising campaigns on Facebook and Google.

The European Tour and PGA of America have signed off on the first new Worldwide Partner deal for the Ryder Cup since February 2013.

Spanish banking group Santander has become an Official Sponsor of the Uefa Champions League for the three seasons from 2018-19 to 2020-21.

Italian Serie A club AS Roma this month agreed a deal for ride-sharing service Uber to become the club’s innovation and mobility partner until the end of the 2017-18 season.

 

UK equestrian sports body British Eventing has conducted a major study of its audience data with the sport marketing agency Two Circles. Chief executive David Holmes explains how the study has informed the revamp of this traditional sports’ sponsorship strategy.

May 2017 saw Uefa Champions League sponsor Mastercard launch an expansive pan-European activation based on ‘passionate fan support’ to leverage spiking soccer supporter interest around club football’s biggest annual showpiece – the Champions League Final.

The Six Nations Rugby Championship has signed a last-minute deal for its title sponsorship property with NatWest at a discount on an offer it rejected just last year.

Following the third Leaders Generation XX Series Think Tank on ‘Changing the Game in Women’s Sport’ in London yesterday, Uefa’s marketing chief Peter Willems responded to key question put by Sports Sponsor…

Santander Consumer Bank, the German subsidiary of Spanish banking group Banco Santander, has renewed its second-tier partnership with Bundesliga club Borussia Mönchengladbach to communicate values of …

The German subsidiary of Spanish banking group Banco Santander has renewed its second-tier partnership with resurgent Bundesliga club Borussia Mönchengladbach in a five-year deal from 2017-18 to 2021-22. 

Orange, the former state telco of France, this month agreed a deal to become a Main Partner of the Fédération Française de Football, the French football federation, for the next rights cycle.