Football
Features
Interwetten doubles up Bundesliga club partnerships, adds Sporting Gijón in Spain
Austrian gambling company Interwetten has added German club VfL Wolfsburg and Spanish club Sporting Gijón to its limited football club sponsorship roster, having all but given up on football sponsorship …
MLS teams rise together as jersey sponsorship nets more than $80m in 2019
Major League Soccer clubs earned more than $80m (€72.5m) combined from their main jersey deals in the 2019 season, according to research by SportBusiness Sponsorship.
Major League Soccer taps into youth and ethnic diversity like no other US sport
MLS has become an increasingly attractive platform for brands, enabling it to increase the value of its sponsorships year on year.
American Express buys into Brighton and Hove Albion’s long-term vision
Brighton and Hove Albion’s main shirt and stadium naming rights deal with payment services brand American Express is a club record.
1XBet ousts BetVictor at Liverpool, MG Motor upgrades to global
1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global
Manchester United to promote Malta in new sponsorship deal
Manchester United has signed a three-year sponsorship deal with the Government of Malta and the Malta Tourism Authority that will promote the island nation to the English Premier League club’s global f…
Deliveroo adds PSG to sponsorship portfolio
Food delivery company Deliveroo has entered into a partnership with French Ligue 1 football club Paris Saint-Germain
Real Sociedad reveal new stadium name, shirt sponsorship imminent
La Liga’s Real Sociedad will open its newly renovated, 40,000-capacity stadium – under the new Reale Arena moniker – on Saturday, while the club is close to striking a new shirt sponsorship deal.
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Mainz, Augsburg secure sponsor extensions
Mainz 05 has extended partnerships with financial services firm Sparkasse Mainz and textile management company Mewa, while fellow German Bundesliga football club FC Augsburg has renewed agreements with…
Maui Jim, Yabo Sports reflect poles in United’s global partner strategy
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.
Watford, West Ham, Burnley, Bournemouth see strong uptick in shirt inventory
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.
Budweiser finds ‘missing piece’ of sponsorship puzzle in LaLiga, Premier League deals
AB InBev beer brand Budweiser has signed new major partnerships with Spain’s LaLiga and the English Premier League
Wolves brings in ManBetX to increase fee, Villa scores with W88
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.
LaLiga strikes first regional deal in Central America with Gatorade
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
Ma’s influence key to Alipay’s Uefa national team strategy
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.
FedEx clinches final Global Partner slot on road to Euros
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.
Serie A clubs look to sleeve patches, digital touch-line ads to cover loss of betting sponsors
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.
Santander’s LaLiga extension aligns title deal with Champions League cycle
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.
Umbro retains key partnerships with Everton, West Ham
British sportswear brand Umbro has renewed its kit-supply agreements with Premier League clubs Everton and West Ham.
AXA upgrades to Liverpool training kit partner
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.
Barclays pays up to seize Women’s Super League opportunity
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.
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.