Expedia agree four-year extension with Liverpool for sleeve sponsorship
March 10 – Premier League Liverpool have confirmed the extension of Expedia’s shirt sleeve sponsorship for another four years.
03 May 2025 GMT: 21:03
Football Marketing
OSHEE fuels next brand marketing step with LaLiga deal
March 10 – Polish isotonic drinks brand Oshee has become a partner of LaLiga that will see the company’s drinks bottlesbranded with the official LaLiga logo and LaLiga Santander imagery, including player images.
Corpay looks to build European business with Real Betis training kit deal
March 8 – LaLiga’s Real Betis Balompié has agreed a deal with FX payments provider Corpay Cross-Border to become the club’s first team training kit sponsor as well as the official FX payments provider.
EA cuts deal with NWSL to integrate into FIFA 23
March 8 – The National Women’s Soccer League (NWSL) in the US and National Women’s Soccer League Players Association (NWSLPA) have agreed a deal with EA Sports that will see the teams and player images integrated into EA’s FIFA 23 video game.
Brazil’s Grêmio secures Esportes da Sorte deal ahead of Serie A start and Suarez’s arrival
March 3 – Brazilian online bookie Esportes da Sorte, has taken in the front of shirt sponsorship of Grêmio ahead of the club’s return to the Brasileiro which kicks off in April.
Angel City opens business account with second banking sponsor PNC
March 3 – Financial institutions are lining up to get involved with the women’s game, targeting an increasingly empowered and powerful market.
Spurs gear up for more stadium usage with F1 partnership and installation of karting track
March 1 – Premier League Tottenham Hotspur is partnering with Formula 1 in a “15-year strategic partnership” to create the world’s first in-stadium karting facility at its stadium in north London.
LaLiga’s Athletic Club adds B2BinPay as sleeve sponsor
February 28 – LaLiga’s Athletic Club, have unveiled B2BinPay as the club’s sleeve sponsor in a deal that begins immediately and runs until the end of the 2023/24 season .
OM signs up Mojabet African gaming sponsor in 6-year deal
February 27 – Olympique de Marseille has unveiled online sports bookmaker Mojabet as the club’s official African betting partner in a six-year deal running to 2028.
Copa do Brasil kicks off with Krona as first time sponsor
February 27 – The Copa do Brasil that kicked off last week, has added tubing manufacturer Krona as a sponsor in a one-season deal.
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.
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.