Football
Features
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.
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
European Football Sponsorship Report 2018-19: Premier League
The Premier League’s biggest central deal is with EA Sports, worth about £30m per season. T
European Football Sponsorship Report 2018-19: LaLiga
With 28 deals, LaLiga has the most central sponsorship deals out of any of the top five leagues
European Football Sponsorship Report 2018-19: Bundesliga
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
European Football Sponsorship Report 2018-19: Serie A
This season Telecom Italia renewed its title sponsorship with Serie A. At €15m per season, this is the league’s biggest central deal. Te
European Football Sponsorship Report 2018-19: Ligue 1
Ligue 1’s biggest central deal, worth €9m per season, is its title sponsorship with Conforama.
Liverpool turns success on pitch into sponsorship sales growth
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.
McDonald’s quits German football sponsorship, refocuses on esports
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.