Adidas extends multi-year deal to supply every MLS club, adds new development leagues
February 24 – The MLS has announced a multi-year extension of its kit partnership with Adidas that sees the sports and leisure brand supply every MLS team.
Football Marketing
Audi gear up for new MLS season with sponsorship extension
February 23 – Audi has extended its partnership with Major League Soccer in a multi-year deal that will see it remain the League’s Official Automotive Partner, and title sponsor of the Audi MLS Cup Playoffs, and Presenting Sponsor of the MLS Golden Boot Award.
Monaco agree auction partnership with collectibles specialist Catawiki
February 23 – AS Monaco and has agreed a collaboration with Catawiki, an online auction platform for buying and selling special items and collectibles.
TNT Sports to debut in UK in July as BT Sport rebranded for start of new season
February 22 – The UK sports broadcast landscape is changing with BT Sports channels changing their name to TNT Sports in July 2023 for the start of the new football season.
Vorwerk brands to feature on German women’s team kit
February 22 – Germany’s DFB have added household product business Vorwerk as sponsor of the women’s national team in a deal that began last night with a friendly against Sweden and runs through this summer’s World Cup.
Online bookie Stoiximan bets on Greek Super League title sponsorship
February 22 – Greek online gaming company Stoiximan has been named as naming rights sponsor of the Greek Super League in a deal that runs for the rest of this season and to the end of the 2024/25 season.
Osasuna throws a double with new Kosner and HR Motor shirt deal
February 21 – LaLiga’s Osasuna has unveiled car dealership HR Motor as the club’s back of shirt sponsor. Earlier this month the club confirmed Kosner as its new front of shirt sponsor.
Netflix to make first Spanish sports docuseries with LaLiga
February 20 – LaLiga LaLiga has announced a partnership with Netflix to develop the streaming giant’s first sports documentary series in Spain.
beIN Sports completes 4-year renewal for Conmebol’s club competitions
February 14 – Qatari-based broadcaster beIN Sports has renewed its commitment to South American football, extending its licensing of broadcast rights to the Copa Libertadores and Copa Sudamericana for the MENA region in a four-year deal.
SA Tourism pull out of Spurs shirt sleeve deal after public outcry over spending
February 9 – South Africa has scrapped a £42.5 million sponsorship deal with Tottenham Hotspur before it even got off the ground following a national outcry.
Roma plug in energy partner with A2A deal
February 9 – Serie A’s AS Roma has added energy company A2A as an official partner. A2A will promote its A2A Energia brand.
Crystal Palace is first Premier League club to debut channel on WeAre8 social media app
February 8 – Crystal Palace are the first Premier League club to sign up to socially conscious social media app WeAre8 with an official presence.
Bayern bank on Adyen to open up payment solutions globally
February 8 – Bayern Munich has partnered with financial technology platform Adyen which has become the club’s the exclusive payment solution partner.
DFB launches NFT tender for rights to national teams
February 8 – The German FA (DFB) has launched a tender for the rights to create NFTs for the DFB national teams and DFB competitions.
Criticism of proposed £42m Spurs sponsorship forces resignations at SA tourist board
February 6 – Three South Africa Tourism (SAT) board members are reported to have resigned following public outrage over a proposed £42.5 million three-year sponsorship of English Premier League club Tottenham Hotspur.