Football

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1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global

Manchester United’s multi-year licensing and global partnership deal with Hawaiian sunglass brand Maui Jim reflects a new pricing and acquisition strategy for the club’s global partnerships. 

Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.

AB InBev beer brand Budweiser has signed new major partnerships with Spain’s LaLiga and the English Premier League

Wolverhampton Wanderers has secured a significant increase in the value of its front-of-shirt rights, after striking a new deal with Asian-facing gambling platform ManBetX.

Sportradar, the sports data and digital content company, has brokered two shirt sponsorship agreements between betting companies and Spanish football clubs as it continues to develop its sponsorship sales…

German Bundesliga club Eintracht Frankfurt has extended its main shirt partnership with jobs-site Indeed

The German Football Association (DFB), the governing body in charge of Germany’s national football teams and domestic cup competitions, will start the 2019-20 season without a beer sponsor.

LaLiga club Espanyol has reportedly signed a new front-of-shirt deal with LD Sports – the mysterious, newly-launched Chinese content platform and shirt sponsor of Premier League club Southampton.

Features

PepsiCo's Gatorade sports drink brand will pay a fee in the low hundred thousands of euros to sponsor LaLiga in four Central American countries, according to industry sources

Alibaba chief executive Jack Ma and Uefa president Aleksander Čeferin were the main movers behind the eight-year deal between Uefa and electronic payments brand Alipay, SportBusiness Sponsorship has learned.

US logistics brand FedEx signed a four-year multi-tournament sponsorship deal with European football’s governing body Uefa to enhance its visibility in European markets.

Italy’s top-tier clubs are set to lose millions of euros per season in sponsorship revenues from next season due to the government ban on betting advertising, which comes into force next month.

Spanish bank Santander has extended its LaLiga title sponsorship by one season – 2020-21 – at a similar fee, SportBusiness Sponsorship has learned. The deal was signed in March.

British sportswear brand Umbro has renewed its kit-supply agreements with Premier League clubs Everton and West Ham.

The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Italian FA (FIGC) set to earn €37m from sponsorship rights in 2019 Top Partner deals renewed this month with Eni and Tim

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

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.

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. T

Bright Partnerships: 2019 UK Sponsorship Award Winner for the Best International Award for Sponsorship

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, according to industry sources.