AS Roma gear up with Hyundai logo on shirt back
July 7 – AS Roma and Hyundai Motor have extended their partnership with the car manufacture becoming the club’s main global partner for next season.
Football Marketing
Qatar Airways lands on Concacaf in time for Gold Cup and 60th anniversary celebrations
July 7 – Concacaf are building on their links with Qatar with Qatar Airways committing to a confederation-wide partnership that sees the carrier becoming the Official Airline of the 2021 Concacaf Gold Cup that completed its final preliminary qualifying rounds last night in Fort Lauderdale, Florida.
Joma takes over at Norwich with record kit deal
July 6 – Norwich City, who have bounced back to the Premier League after a season in the English Championship, have unveiled Joma as the club’s new technical kit partner, in what the club says is a record-breaking sponsorship deal, believed to be worth £5 million a season.
LaLiga to return to India TV screens with MTV deal
July 7 – Entertainment broadcaster MTV will broadcast La Liga exclusively in India for the next three years.
Online bookie VBET takes title sponsorship of Ukrainian Premier League
July 6 – Ukraine, whose national team had a strong run in Euro 2020 to the quarter finals, has sold the title sponsorship to its top tier Ukrainian Premier League (UPL) to online bookmaker VBET.
Castore go after the Toon Army with Newcastle United kit deal
July 5 – Sportswear challenger brand Castore have signed their second Premier League club in Newcastle United, taking the kit supply deal for the north east England club off Puma in a deal believed to worth at least £5 million a year.
Adidas takes Benfica partnership into a third decade with six-year renewal
July 1 – Adidas have renewed their kit deal with Portuguese giants Benfica for a further six years, taking them through to the end of the 2026/27 season.
eToro trades up with shirt sponsorship at Ligue 1’s AS Monaco
July 1 – Investment platform eToro has traded up at AS Monaco, moving from being a club partner to principal partner and taking the club’s main shirt sponsorship.
TikTok shirt deal gets a warm Hollywood welcome in Wrexham
June 30 – From Euro 2020 to Wrexham. TikTok has taken the shirt sponsorship of the Welsh side that plays in the fifth tier English National League but has become better known for attracting Hollywood A listers Rob McElhenney and Ryan Reynolds as owners.
UEFA opens up Women’s Champions League to world with game changing DAZN deal
June 30 – UEFA has taking the groundbreaking step of making the first two seasons of its revamped Women’s Champions League free-to-air via a new partnership with DAZN and YouTube.
Betano taking Sporting Club Lisbon’s shirt; Betway secures three-year Schalke 04 deal
June 30 – With new seasons approaching in Europe the scramble for exclusive betting partnerships and sponosrship with top tier clubs is gathering underway.
Brazil go crypto on Bitci blockchain, Portugal opt for Chiliz deal
June 28 – The Brazilian and Portuguese national federations have become the latest governing bodies to join the crypto-based rush to fan tokens.
Man City to showcase Expo 2020 Dubai and vice versa
June 28 – Manchester City, owned by the UAE’s City Football Group (CFG), has gone closer to home with its latest sponsorship. Expo 2020 Dubai has been designated the club’s Official Exhibition partner.
Caribbean broadcaster CSTN boosts output with AFC 3-year output deal
June 29 – CSTN, which is re-emerging as a broadcast network in the Caribbean under TV veteran Selby Browne with a series of football deals, has picked up the rights to the Asian Football Confederation’s (AFC) competitions from 2021 to 2024.
Lotus shifts marketing gears in return to Norwich shirt front
June 28 – Norwich City have signed Lotus Cars as the club’s shirt sponsor in a one-year deal and as a replacement for online gamer BK8 who had initially committed to the position but were withdrawn after fan protests.