AWS extends DFL partnership deeper into generative AI
March 21 – Amazon Web Services (AWS), the DFL Deutsche Fußball Liga Official Technology Provider, has expanded its partnership to become the Official Generative AI Provider of the DFL.
Football Marketing
Newcastle to launch digital trading cards and collectibles on Quidd marketplace
March 21 – Premier League Newcastle United are launching a digital trading card on the Quidd platform, Animoca Brands’ digital collectibles and NFT marketplace. The first cards will be released later this month and will grow to more than 200.
French league takes control of its IP with development of blockchain-based fantasy game
March 19 – Blockchain and crypto specialists Chiliz has entered into a strategic partnership with game studio Unagi and the French Professional Football League (LFP) to launch fantasy football Coach Ligue 1, the first time a league has developed their own game.
Europe’s sponsorship market hits €30.9bn record
March 15 – European sponsorship has surged to €30.9 billion, marking a return to pre-pandemic levels, according to the latest research by the European Sponsorship Association (ESA) in collaboration with Nielsen Sports.
Albanian FA revamps packages in hunt for new national team sponsorship
March 13 – The Albanian Football Federation (FSHF) has increased efforts in looking for sponsors and partners for the country’s national team, issuing an open invitation to join a revamped sponsorship programme.
Betano build on Romanian Cup deal with 6-year extension
March 12 – The Romanian Football Federation (FRF) and online bookmaker Betano, part of Kaizen Gaming, have extended their strategic partnership until 2030, becoming the brand’s longest partnership globally.
TNT Sports picks BBC as its dance partner for FA Cup broadcasts
March 12 – TNT Sports, the former BT Sports channel that is now owned by Warner Bros. Discovery, has struck a shared broadcast deal with the BBC for the English FA Cup.
DFL renews Mondelēz sponsorship for Bundesliga 1 and 2
March 8 – The German DFL and US snack giant Mondelēz International have agreed to extend their domestic licensing partnership.
Volton adds Greek men’s team sponsorship to it 6 Super league club deals
March 7 – The Hellenic Football Federation (EPO) have signed a sponsorship with Volton to become the official energy sponsor of the Greek national team.
EFL agrees new distribution deals with Pitch and Relevent
March 6 – EFL clubs have given the green light to a new international TV rights agreements, collaborating with Pitch International and Relevent Sports to promote EFL broadcast sales and competitions worldwide for the next four years.
AC Milan and Roma to make end-of-season road trip Down Under
March 6 – AC Milan will travel to Australia for the first time in over 30 years to play a friendly fixture versus AS Roma down under.
Albanians launch naming rights tender for top tier league
March 5 – The Albanian Football Federation (FSHF) has launched a tender process for the naming rights to the country’s top tier Kategoria Superiore, for the 2024-27 period.
Chase banks on power of football with 4-year home nations deal
February 29 – US bank Chase has signed a four-year-deal with the four ’Home’ nations – FA, IFA, SFA and FAW – making it the Official Banking Partner of their Men’s, Women’s, Youth, and Para national teams.
RB Leipzig end decade of Nike in favour of Puma
February 28 – German club RB Leipzig will team up with Puma as a kit supplier, bringing to an end a decade-long relationship with American sportswear giant Nike.
Cupra extend journey Football Australia
February 28 – Football Australia has extended its partnership with Cupra in a deal that will see the company continue as Official Automotive Partner for the Socceroos and Matildas.