AEK renews online retailer CAR.gr for a further two years
July 20 – Greek champions AEK Athens have extended their back-of-shirt sponsorship with CAR.gr for a further two years.
Football Marketing
MSC Cruises docks on AC Milan’s sleeve
July 20 – MSC Cruises have picked up the sleeve patch of AC Milan’s shirt in a multi-year deal that will start this weekend when AC Milan meet Real Madrid at the Rose Bowl in Los Angeles as part of the Soccer Champions Tour 2023.
Visa renews US Soccer deal until 2028 with focus on gender parity
July 19 – Visa has renewed its sponsorship of the U.S. Soccer Federation (USSF) until 2028, remaining as the exclusive payment services partner of the men’s and women’s teams.
Kumho Tire treads new global path with AC Milan deal
July 19 – South Korean Kumho Tire has become a premium partner of AC Milan and the club’s new Official Tire Partner in what is described as a long-term partnership.
Peloton takes Liverpool sponsorship for a spin
July 19 – Premier League Liverpool have agreed a multi-year partnership with Peloton, who become the club’s first digital fitness partner.
SPFL extends BBC domestic TV rights and Infront overseas agency deal until 2029
July 18 – The Scottish Premier League (SPFL) has agreed multi-year extensions to its BBC broadcast deal and with Infront, for its international TV rights sales.
Telekom Serbia channel Arena Sport holds on to Bosnian domestic TV rights
July 18 – The Football Federation of Bosnia and Herzegovina (NS/FS BiH) has renewed its TV rights contract with Telekom Srbija. All Premier League of Bosnia and Herzegovina matches, as well as cup games, will be broadcast on Arena Sport TV.
Betclic scores four-year naming rights deal with Liga Portugal
July 14 – Liga Portugal has announced that online sports betting company Betclic has taken the reigns as title sponsor for the top division of Portuguese football.
Bayern agree South American deal with Chilean fintech business Global66
July 14 – FC Bayern Munich have announced a partnership with Chilean financial services platform Global66, their first in South America and second in Latin America.
EA FC 24 to allow men and women to play on the same team
July 13 – For the first time, EA sports are offering players the chance to play male and female football players in the same team, a change that is causing ripples in the gaming community.
AEK Athens plug in Volton for another season as a main sponsor
July 13 – Greek champions AEK Athens have renewed their sponsorship with energy company Volton Hellenic Energy.
Clock ticking on countdown to WWC2023, and so is TikTok
July 13 – FIFA has partnered with TikTok to deliver tailored content from Australia and New Zealand during the Women’s World Cup that kicks off July 20.
BMW and AC Milan renew partnership and sustainability drive
July 13 – AC Milan have renewed their partnership with BMW Italia who will remain a club Premium Partner and Automotive Partner.
Surat Kargo agrees sponsorship of Turkish women’s teams
July 12 – Surat Kargo, one of Turkey’s leading logistic companies, has become the main sponsor of the Turkey’s Women’s national teams.
PepsiCo expands its sponsorship engagement in football with global EA Sports FC deal
July 12 – EA Sports FC, the rebranded FIFA-franchised video game but without FIFA, has moved into the game sponsorship area with a multi-year global deal with PepsiCo for three of its flagship brands – Pepsi, Gatorade, and Lay’s.