Betway adds Chelsea to its Premier League portfolio
September 5 – Chelsea have unveiled a new partnership with Betway, making the Super Group-owned brand the Premier League club’s long-term Official European Betting Partner.
Football Marketing
Botev Plovdiv turns to digital agency for marketing help
August 5 – Bulgaria’s Botev Plovdiv has signed a partnership agreement with Bulgarian digital advertising agency LED Zon.
LED Zon provides a wide range of marketing and advertising opportunities with a specialism in outdoor advertising.
Red Bull fuels its first steps into Premier League with Newcastle deal
September 4 – Newcastle United have signed a multi-year partnership with Red Bull which will see the Austrian drinks company become the Official Energy Drink Partner of the club, helping to fuel both men’s and women’s teams.
Inter Milan make big promise to rock Orange County with new academy
September 4 – Inter Milan are taking a step into the increasingly competitive US market with the launch of an academy in Orange County, California.
Parimatch add Nottingham Forest to Premier League sponsorship roster
September 4 – Premier League club Nottingham Forest have announced a new partnership with online gambling operator Parimatch who become the club’s official UK betting partner.
MNC renews rights for AFC’s national team and expanded club competitions
September 4 – Indonesia-based MNC Group has renewed its media rights partnership with the Asian Football Confederation (AFC) via its PT Media Nusantara Citra Tbk (MNC) broadcast division for the 2025-2028 commercial cycle.
Rapidly growing SportyBet punts on regional deal for Africa with LaLiga
September 4 – Fast-growing African online betting business SportyBet has agreed a multi-year sponsorship with LaLiga, adding to the Spanish leagues regional betting deals with M88 in Asia and RushBet in South America.
Lidl signs up for Europa and Conference League 3-year sponsorship cycle
September 3 – German food chain Lidl has expanded its relationship with UEFA becoming an official global sponsor of the Europa League and Conference League for the three-season cycle starting 2024/25 and ending with the 2026/27 season.
Kaizen Gaming brand Stoiximan adds Cyprus League naming rights to CFA sponsorships
September 3 – The Cyprus Football Association has deepened its relationship with betting brand Stoiximan with a three-season naming rights sponsorship for it top-tier league which will now be called the Cyprus League by Stoiximan.
Hummel warm to kit deal with Greenland as they chase Concacaf membership
September 2 – Hummel has entered into a new four-year agreement with the Football Association of Greenland which will see the Danish sportswear brand produce and design the nation’s kits until 2028.
PSG toast Pernod Ricard’s first taste of football sponsorship
September 2 – Pernod Ricard has unveiled a global partnership with Paris Saint-Germain, marking the first collaboration of its kind for the spirits and wine giant.
Kaizen Gaming goes all-in with UEFA for Europa and Conference Leagues with Betano brand
August 29 – Kaizen Gaming has deepened its relationship with UEFA, agreeing a three-year sponsorship for its Betano online bookmaker brand for the Europa League and UEFA Conference League.
MSC push the boat out for another 3 years with Chelsea
August 29 – MSC Cruises has extended its partnership with Chelsea that covers both the men’s and women’s teams for a further three years.
Dortmund take $10m blockchain step with BlockDAG
August 29 – Blockchain tech leader BlockDAG has agreed a $10 million partnership with Bundesliga’s Borussia Dortmund.
Man City and EA Sports extend 13 year partnership for a fifth term
August 27 – Manchester City and EA Sports have agreed a multi-year renewal of their partnership, first signed in 2011, and now going into its fifth term. It is a partnership that has evolved into more than just image rights over the years to embrace a pro e-sports team as well as separate content generation.