PepsiCo kick starts UCL renewals for 2024-27 cycle
June 22 – PepsiCo has renewed its UEFA Champions League partnership for the 2024–27 cycle the first partner to do so the next three-year cycle.
Football Marketing
Besiktas signs new shirt deal with payments specialist Papara and launches club bank card
June 22 – Turkey’s Besiktas has signed a new sleeve and back of shirt sponsorship deal with electronic money and payment operator Papara.
Hatayspor rebuilds its Super Lig position after the Turkish earthquake with Trendyol deal
June 21 – Turkish club Atakaş Hatayspor will resume its participation in the Turkish Super League after receiving financial support from local company Trendyol Yemek.
Sweet deal: Cadbury renews with Liverpool for another three years
June 20 – Liverpool and confectionary brand Cadbury, part of the Mondelez group, have extended their sponsorship partnership that began in 2020 for a further three years.
Puma returns to Bulgaria taking CSKA 1948 kit deal of Adidas
June 16 – Bulgaria’s CSKA 1948 has signed a kit deal with the German sports equipment concern Puma, in cooperation with Bulgarian retailer Sport Depot.
Turkish FA resign McDonald’s sponsorship for a further four years
June 14 – Turkish Football Federation (TFF) and McDonald’s have renewed their cooperation until 2026. The first sponsorship contract between the two sides was signed in 2020 and has been renewed for another four years.
Panathinaikos return to Adidas after 8-years with Kappa
June 13 – Greece’s Panathinaikos are switching their kit deal from Kappa to German sports and leisurewear giant Adidas from the start of the 2023 season.
English FA finds healthy balance in refocussed Mars Wrigley sponsorship
June 13 – Confectioner Mars Wrigley UK has renewed its sponsorship with the English FA for the 2023-24 season in a multi-year deal, transitioning brand focus towards healthier snacks KIND and Extra.
Newcastle United build on Saudi links with Sela shirt sponsorship and noon.com sleeve renewal
June 12 – Premier League fourth-placed finishers Newcastle United, who will play in the UEFA Champions League for the first time since 2003, have confirmed a “multi-year” sponsorship deal for their front of shirt position, as well as renewing their sleeve sponsorship.
AB InBev quenches FIFA’s thirst with two World Cup official beer deal
June 9 – Welcomed with their money, but not with their product at the Qatar 2022 World Cup, AB InBev has nevertheless thrown the dice again with FIFA as official beer sponsor of FIFA Women’s World Cup 2023 and FIFA World Cup 2026.
WINBET renews Bulgarian club Lokomotiv Plovdiv’s shirt deal; Nike make way for Joma
June 9 – Bulgaria’s Lokomotiv Plovdiv has extended its deal with main sponsor WINBET for a further three years. The bookmaker has been the club’s principal partner since 2021.
Canal+ Group in Vietnam secures AFC national team and club rights for 2025-28
June 9 – The Vietnamese K+ platform, a joint venture between Canal+ Group and national broadcaster VTV, has signed a deal to become the exclusive media rights holder of all AFC competitions in Vietnam for the 2025-2028 cycle.
Wolves extend AstroPay short sponsorship for a third season
June 8 – Premier League Wolverhampton Wanderers have extended their main shirt sponsorship with global fintech company AstroPay for another season.
Inter head into Champions League final debuting Paramount+ in front-to-back deal
June 4 – InterMilan will showcase their new shirt sponsor Paramount+ at the Champions League final this weekend.
Levski Sofia cut new kit deal with Adidas and Bulgarian retailer Sport Depot
June 5 – Bulgaria’s Levski Sofia has begun a cooperation with Sport Depot – the leading omni-channel retailer for sporting goods on the Balkans – which has agreed a kit deal with Adidas.