Football

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Los Angeles-based El Silencio has become the first mezcal brand to strike a partnership deal with a professional sports team in the US

Italian sportswear brand Kappa will pay between €5m ($5.6m) and €6m per season as the new kit supplier at French club AS Monaco.

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…

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.

Philippine betting brand LoveBet will pay between €2m and €2.5m per season to partner with French Ligue 1 club Paris Saint-Germain.

Brazilian Série A club Flamengo has signed a new main shirt partnership with local bank BS2. Under the deal, BS2 will be the club’s main shirt sponsor for two seasons, until December 2020.

German Bundesliga football club Borussia Mönchengladbach has extended its partnership with shirt sleeve sponsor H-Hotels.

Brazilian Série A club Corinthians has reportedly signed a new shirt deal with gas station chain ALE.

Poland’s leading bookmaker STS has renewed as the main shirt sponsor of Polish top-flight Ekstraklasa club Jagiellonia Białystok until June 2021.

Features

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. In

Spanish club FC Barcelona is unlikely to budge from its €25m-per-year ($28.4

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.

Payment services brand Visa is paying Uefa, European football’s governing body, an average of more than €2.5m ($2.8m)

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

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.

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.

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

The Premier League’s biggest central deal is with EA Sports, worth about £30m per season. T

With 28 deals, LaLiga has the most central sponsorship deals out of any of the top five leagues

The Bundesliga's central sponsorship income has plateaued since it handed over sleeve sponsorship rights to clubs in 2017-18. Previously, logistics brand Hermes paid €8.5

This season Telecom Italia renewed its title sponsorship with Serie A. At €15m per season, this is the league’s biggest central deal. Te

Ligue 1’s biggest central deal, worth €9m per season, is its title sponsorship with Conforama.

Premier League club Liverpool is turning success on the pitch into steady sponsorship sales growth, as new partners continue to invest in the club’s second-tier assets.

US fast food chain McDonald’s has quit German football sponsorship to focus on esports, following a similar path taken by carmaker Mercedes-Benz last year.