Europe

Football
Sponsorship & Marketing

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.
Football
Sponsorship & Marketing

German Bundesliga club Bayern Munich has renewed its sponsorship agreement with software company SAP by three years until 2025
Football
Events

Bayern Munich commercial executive Andreas Jung has called on the German Football League (DFL) to stage the German Super Cup abroad in order to increase the league’s international presence and commercial a…
Football
Sponsorship & Marketing

The Sportfive agency has brokered sponsorship deals with a trio of French Ligue 1 clubs ahead of the new season which kicks off this weekend
Football
Sponsorship & Marketing

English Premier League club West Ham United has signed a sponsorship agreement with Elmo Webexpenses
Football
Fan Engagement

Manchester United has announced a multi-year, global sponsorship deal with 5G technology provider Qualcomm Technologies that will see the company advise the club on ways to improve the connectivity at…
Football
Sponsorship & Marketing

The Polish Football Association (PZPN) has called time on its long-standing association with the Sportfive agency after awarding a five-year sponsorship sales contract to Poland’s Publicon Sport agency.
Cycling
Events

Vehicle charging and energy management provider Wenea has signed on as an official supplier of cycling ‘Grand Tour’, La Vuelta a España.
Rugby Union
Fan Engagement

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.
Football
Sponsorship & Marketing

Paris Saint-Germain has signed up online betting platform 1xBet as a regional sponsor in Africa and Asia for the next three seasons
Football
Fan Engagement

Sports retailer JD Sports has announced deals with two English Premier League clubs ahead of the 2022-23 season, renewing a long-standing relationship with Crystal Palace and agreeing a one-year shirt…
Football
Sponsorship & Marketing

Premier League club Everton has announced a renewal to its global sponsorship agreement with Davanti Tyres
Football
Sponsorship & Marketing

English Premier League football club Wolverhampton Wanderers has signed a sponsorship deal with online trading platform Trade Nation
Football
Sponsorship & Marketing

German Bundesliga champions Bayern Munich have signed a major, multi-year sponsorship deal with software company Adobe
Multiple Sports
Industry Moves

Rupert Pratt, co-founder and former managing partner of the UK-based Generate Sponsorship agency, has been named as sales and marketing director at EngageCraft, a provider of digital fan engagement products…
Football
Sponsorship & Marketing

Union Saint-Gilloise (USG) has announced a sponsorship deal with telecoms operator Orange Belgium ahead of its first appearance in the Uefa Champions League
Multiple Sports
Industry Moves

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
Soccer

In March 2022 AFC Bournemouth teamed up with principal partner and front of shirt sponsor MSP Capital and sponsor Vitality to launch a new ‘Bring Your Boots’ football boot and trainer recycling scheme. It encouraged fans to donate their sports shoes to be given to local families financially impacted by the pandemic and unable to afford the equipment needed to keep their kids involved in grassroots football and keep them physically active.