High Noon for Toon with first Saudi-linked sponsorship?
June 29 – Newcastle United have confirmed Saudi Arabian-based online retailer noon.com as the club’s sleeve partner in a one-season 2022/23 deal.
Football Marketing
Bournemouth cash-in on return to Premier League with Dafabet shirt deal
June 28 – Bournemouth, back in the Premier League after two seasons in the Championship, have unveiled online bookmaker Dafabet as the club’s principal partner and front-of-shirt sponsor.
Builders boost sponsorships as Crypto booms and betting partners decline
June 27 – A sponsorship report looking at partnerships across the Big 5 European leagues has tracked more than 7,000 brands and 9,000 deals over the 2021-22 season with construction sector being the most active sponsorship category for the third consecutive season.
Turkish Süper Lig and beIN renew their vows after bitterest of rows
June 24 – After a fraught, and often bitterly chaotic, broadcast rights tender process in Turkey, beIN SPORTS has agreed a two-year deal as the exclusive domestic broadcaster of the Turkish Süper Lig in Turkey.
LaLiga agrees 5-year global deal with Mahou San Miguel
June 24 – Spanish brewer Mahou San Miguel has agreed a five-season global sponsorship with LaLiga, expanding a relationship with the league that will now span 10 years.
LaLiga renews Ziggo but hits the wall in China, RFEF issues Super Copa tender
June 23 – The trend to longer term broadcast deals and away from three-year licensing agreements has been re-emphsised in Spain.
Aston Villa sign Gym+Coffee as official partner of women’s team
June 23 – Aston Villa Women, who are going into their third season in England’s top flight Women’s Super League, have announced Gym+Coffee as a new official partner.
Eagles land back with Macron for new Premier League season
June 22 – Italian teamwear specialist Macron is returning to Premier League Crystal Palace from the start of next season as the club’s kit partner.
Betcris enhances ‘historic’ commitment to Mexican market with FC Juárez
June 22 – Online bookmaker Betcris, based in Costa Rica, has added Mexican LigaMX side FC Juárez to its sponsorship roster in a four-year deal.
Frito-lay chips in with North American regional sponsorship for Qatar 2022
June 20 – Hard on the heels of the host venues announcement for the 2026 World Cup in the US, Mexico and Canada, FIFA has unveiled US snack brand Frito-Lay as regional sponsor for the Qatar 2022 edition.
Betano expands in Portugal with 4-year FC Porto shirt deal
June 17 – Online bookmaker and gaming site Betano has expanded its sponsorship of Portuguese SuperLiga champions FC Porto to becoming the club’s main partner.
Apple takes a 10-year leap into live MLS broadcast rights with $2.5bn deal
June 15 – Apple has taken its first step into live football broadcasting agreeing a deal that will see the Apple TV app become the exclusive platform for every MLS match.
Orange dials in French federation for another four years
June 15 – French telecoms giant Orange has extended its partnership with the French Football Federation (FFF) for a further four years.
AEG to host Real Madrid, Barca and Juve for summer US tour
June 14 – Europe’s unholy trinity of Super League refusniks – Real Madrid CF, FC Barcelona, Juventus – are promoting their own pre-season event in the US, titled ‘The Soccer Champions Tour’, and backed by AEG, the world’s biggest sports and live entertainment company.
CLV Group report finds Big 6 EPL clubs are missing £700m of revenue
June 10 – The second edition of the Fan Relationship Index (FRI) from the CLV Group finds that the big six Premier League clubs are missing out on a massive £700 million of revenue from commercial deals.