Inter bump up LeoVegas.news sponsorship to training kit branding
February 6 – Inter Milan have signed a deal with football-themed entertainment LeoVegas.news, to become the club’s Official Training Kit Front Partner.
Football Marketing
OneFootball and DAZN test new ground with live football PPV distribution deal
February 3 – Sports streaming leaders DAZN and OneFootball have struck a distribution deal that will widen the reach of DAZN content in Germany and Austria via OneFootball’s network.
Spurs line up SA Tourism for sleeve sponsorship, sign Exalt as nutrition partner
February 3 – Premier League Tottenham Hotspur have signed up Exalt as its Official Sports Nutrition Drink Supplier, while the club is close to closing a sponsorship deal with the South African ministry of tourism.
Digital transformation is now about taking ownership of fan engagement in house, says Ferre
January 31 – The digital focus within football marketing started as being all about web sites and building social media numbers on Twitter, Facebook and Instagram. But there has been a strategic shift and while the social media platforms are still important it is the new fan engagement platforms that are making the marketing difference.
Expedia books in for another 2 years of Champions League and launches travel hub
February 2 – Expedia Group has renewed its partnership with UEFA, signing two new deals that will see the online travel brand become a provider of the Expedia Live travel hub in Europe and a regional partner in the United States.
Mainz 05 closes shirt sponsor renewal with Profine’s Kömmerling
January 31 – Bundesliga club Mainz 05 has renewed its main shirt sponsorship with Profine brand Kömmerling that will now run until 2027.
Merz go from back to front with NC Courage shirt deal
January 31 – National Women’s Soccer League’s North Carolina Courage is moving its back of shirt sponsor Merz Aesthetics to the front of the club’s shirt in a deal starting with the upcoming season that kicks off in March.
Fulham secures cyber protection firm Acronis for 3-year partnership
January 31 – Cyber protection specialists Acronis has announced a three-year partnership with Premier League Fulham.
Premier League inks fantasy football deal with Sorare
January 30 – The Premier League has unveiled a four-year deal with fantasy football game Sorare that will see the league license official player cards.
Castore expand into Netherlands with Feyenoord deal
January 29 – UK sportswear brand Castore has entered the Dutch market with a six-year kit deal with Feyenoord, also becoming the club’s retail partner.
Mastercard renews Copa Libertadores for four editions and adds women’s competition
January 27 – Mastercard has renewed its sponsorship of Conmebol’s Copa Libertadores through to 2026 with the addition of the confederation’s women’s club competition – Libertadores Feminina – to the agreement.
Carling books in for a three-season FA Cup run
January 26 – Beer brand Carling has rejoined the English FA as the official beer partner for the Emirates FA Cup and Vitality Women’s FA Cup, starting this weekend with the fourth round of both competitions.
EstrelaBet adds to Minas Gerais footprint with Campeonato Mineiro sponsorship
January 25 – Another premium sponsorship asset in Brazil has been picked up by an online bookmaker. EstrelaBet have become a main sponsor of the Mineiro state championship – Campeonato Mineiro.
Bulgarian FA tells politicians to stay away from betting regulation and focus on bigger issues
January 25 – A proposed ban on all gambling advertising has drawn an angry reaction from the Bulgaria Football Union (BFU) and top tier clubs in the country, saying there is absolutely no support for any regulation.
Seattle Sounders agree healthy 10-year shirt deal with Providence
January 24 – MLS side Seattle Sounders, winners of the Concacaf Champions League last season, have agreed a new sponsorship with western-US based health provider Providence.