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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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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
MGM makes fourth major US sports league play with MLS deal
MGM Resorts International has wrapped up its fourth US major league deal with a four-year partnership with Major League Soccer.
The deal is understood to be worth between $2m (€1.8
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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DHL showcases award-winning campaign ‘DHL UNITED. DELIVERED.’ in partnership with Manchester United
Bright Partnerships: 2019 UK Sponsorship Award Winner for the Best International Award for Sponsorship
LA Galaxy taps local market power with El Silencio spirits deal
Los Angeles-based El Silencio has become the first mezcal brand to strike a partnership deal with a professional sports team in the US
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…
US Soccer launches seven-figure Volkswagen deal, invests in grassroots
German car brand Volkswagen will pay just under $7m (€6.1m/£5.2m) per year to partner with US Soccer, America’s national football federation.
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.
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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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)
Hyundai’s four-club European football sponsorship offensive inspired by Lyon success
South Korean carmaker Hyundai is investing at least €16.4m ($18.6m) in four new partnerships across four of Europe’s top football leagues this season.
In England, Hyundai is paying between £7m (€7.9m/$9m
Chivas Regal inks whisky partnership with Man United
Scotch whisky brand Chivas Regal is paying £3.5m ($4.5m/€3.9m) per season as the Official Spirits Partner of Premier League club Manchester United.
1XBet pays top price for extra LED advertising at Spurs
Russian betting brand 1XBet is paying roughly the same for African betting partner rights at Tottenham Hotspur as the club’s two other Regional Betting Partners combined.
European Football Sponsorship Report 2018-19: Overview
SportBusiness Sponsorship has conducted research into the top five leagues in European football, covering over two thousand deals.
Our findings are presented in a series of interactive data reports