Football
Philadelphia signs off Serie A deal
Serie A has officially announced a one-year deal with Mondelez-owned cream cheese brand Philadelphia, covering the ongoing 2023-24 season.
‘Mission Masterclass’ – Enterprise Rent-A-Car and the Uefa Europa League
US-based car rental agency Enterprise Rent-A-Car launched a bespoke and informative football content series to activate its sponsorship deal with the Uefa Europa League.
São Paulo and Bahia strike new stadium naming deals
Brands from the confectionery and betting sectors have broadened the stadium naming rights market for top-tier football clubs in Brazil
CAF extends with long-term sponsor Orange until 2025
The Confederation of African Football (CAF) has extended its longstanding sponsorship deal with telecommunications company Orange until at least 2025
AFA continues regional betting drive with VBet sponsorship
The Argentinian Football Association (AFA) has added another regional betting sponsor to its extensive portfolio in a new deal with VBet.
IBSA announced as first exclusive AS Roma Women’s shirt sponsor
Multinational pharmaceutical company IBSA has been announced as the first exclusive front-of-shirt sponsor for AS Roma’s women’s team.
Peloton brand refresh prompts sponsorship push
Peloton’s Amanda Gilmore discusses how deals with Liverpool, the NBA and WNBA have supported the company’s brand refresh and increased its ability to connect with new customers.
Philadelphia to sponsor Serie A Manager of the Month Award
Lega Serie A has agreed a deal with Mondelez-owned cream cheese brand Philadelphia to sponsor its Manager of the Month Award.
Kellogg’s grows football presence with Manchester City sponsorship
Breakfast cereal brand Kellogg’s has added Premier League champion Manchester City to its growing sponsorship roster in football.
Qatar Airways comes on board as AFC global sponsor
The Asian Football Confederation (AFC) has announced a new six-year global sponsorship deal with Qatar Airways.
Vitória members approve controversial stadium naming rights deal, veto club naming
Members of newly promoted Brazilian Série A side Esporte Clube Vitória have voted to approve a new stadium naming rights deal with escort company Fatal Model while also rejecting a proposal to sell club naming rights to the same company.
Cole shakes up Xylem’s CFG sponsorship strategy
US-based water technology company Xylem is shaking up and reframing its sponsorship of City Football Group clubs under new head of brand and partnerships Fiona Cole.
‘Cheers to all fans’ – Heineken and Uefa
In August 2021, Heineken created a global campaign to mark its new move into women’s European football sponsorship with Uefa.
Former Arsenal executives launch new agency, land Rangers contract
Sean Thornley, Arsenal’s former business development lead, and Menino Pereira, the club’s former head of partnerships, research and insights, have launched a new sports marketing agency targeting sports rights-holders and brands.
Serie A derives marketing benefits from Made in Italy deal
Italy’s Ministry of Foreign Affairs and International Cooperation will use players from each of Serie A’s 20 clubs to promote Italian-made products in a series of TV and digital media adverts as part of its sponsorship deal with the Italian top-flight.
Carvana makes MLS play with Chicago Fire shirt sponsorship
US-based online used car retailer Carvana has signed its biggest team sports sponsorship to date as the main shirt sponsor of Major League Soccer's (MLS) Chicago Fire
Orion makes first foray into sponsorship with multi-year Liverpool deal
Global technology and digital transformation firm Orion Innovation has announced a new agreement with Liverpool, marking the company's first step into the sponsorship space.
Globo regains Copa América rights, Michelob Ultra sponsors 2024 edition
Brazilian media group Globo has reclaimed rights to the Copa América after securing exclusivity in the country to next year’s tournament, while brewing giant AB InBev will sponsor the event through its Michelob Ultra brand.