Europe
‘The club matches our global footprint’ | Inside Carlsberg’s 30-year Liverpool deal
This season, Danish beer brand Carlsberg celebrates its thirtieth anniversary as a sponsor of Premier League giant Liverpool FC, the longest-running sponsorship deal in the English top flight
New Balance insists on right to renew in AS Roma kit dispute
Italian Serie A club AS Roma believes that its projected kit supplier agreement after this season – thought to have been signed with Adidas – is likely to be overturned following a lawsuit by the incumbent tec…
AJ Bell adds Great Run Series to sponsorship portfolio
UK investment platform AJ Bell has been unveiled as the title sponsor of the Great Run Series as part of a five-year deal with the Great Run Company
Serie A clubs in talks with betting brands ahead of law change, UK waits on white paper
Italian clubs are negotiating with betting brands as 2018 ban set to be overturned
Much-delayed white paper on UK regulation due in the coming weeks
Coca-Cola backs German Handball Federation
Soft drinks giant Coca-Cola has agreed a deal to sponsor the German Handball Federation (DHB) in a deal brokered by the Sportfive agency
Crvena Zvezda secures Meridianbet shirt sponsorship
Gambling platform Meridianbet has become the new front-of-shirt sponsor for Serbian basketball champions Crvena Zvezda [Red Star Belgrade]
Manchester United signs financial trading deal with Doo Group
Manchester United has announced a multi-year global sponsorship deal with online financial trading platform Doo Group
Stade Français deal marks Airwell’s first sports sponsorship
French Top 14 rugby union team Stade Français has signed climatic and thermal solutions company Airwell as a major sponsor in a deal brokered by the Sportfive agency.
Roma signs Auberge Resorts to back-of-shirt deal, as Napoli inks Upbit agreement
Italian Serie A club AS Roma has signed a back-of-shirt sponsorship deal with luxury hotel and resorts group Auberge Resorts Collection
Adidas agreement leads Italian Football Federation into next commercial cycle
The Italian Football Federation believes its new kit supplier deal with Adidas will act as a spur to sponsorship growth in the next commercial cycle following Italy’s failure to qualify for the World Cup in Qatar.
Aston Villa agrees in-stadium betting deal with William Hill
Premier League side Aston Villa has agreed a deal with sports betting brand William Hill to become the club’s ‘Official In-Stadium Betting Partner’.
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Udinese signs Prestipay as new shirt co-sponsor
Italian Serie A club Udinese has signed consumer credit company Prestipay as its new co-sponsor, with the Udine-based company set to receive front-of-shirt branding rights
Nottingham Forest donates front-of-shirt inventory to UNHCR
Premier League club Nottingham Forest has announced UK for UNHCR, the UN Refugee Agency, as its new front-of-shirt sponsor
Scottish FA commercial chief Rawlings to move on
Chris Rawlings, the chief commercial officer at the Scottish Football Association, is to leave his position after five years at the organisation
Bologna cuts deal with hair transplant sponsor
Italian football club Bologna has agreed a new sponsorship with hair transplant specialists Dr. Cinik
Tottenham signs 4×4 vehicle sponsor
Tottenham Hotspur has announced a multi-year sponsorship with off-road vehicle Ineos Grenadier
Macron signs with Italian Basketball Federation in Master Group Sport-assisted deal
Italian sports brand Macron has signed as kit supplier for Italy’s national basketball teams in a four-year deal with the Italian Basketball Federation (FIP), starting in January 2023.
Henly joins Nottingham Forest as chief commercial officer
English Premier League side Nottingham Forest has hired former AS Monaco and Uefa marketer Tyson Henly as the club’s new chief commercial officer.