Cazoo gears up for Italian launch with Bologna shirt deal
May 26 – Online used car retailer Cazoo has signed a “multi-year” main sponsorship deal with Serie A’s Bologna Fc as it prepares for its launch into the Italian market.
Football Marketing
Uber Eats takes another bite of French football with national teams deal
May 26 – Food delivery service Uber Eats is taking a bigger bite of French football sponsorship with a deal with the federation to sponsor the French women’s, men’s and youth teams.
Castore open in Spain with 4-year Sevilla kit deal
May 25 – British leisurewear brand Castore has broken in the Spanish market with its first kit supply deal in LaLiga with Sevilla. Castore will replace Nike.
VBET punt longer term on Monaco with new site and enhanced apps
May 23 – With regulators starting to squeeze gambling advertising and promotion via football clubs, French Ligue1 club AS Monaco has agreed a three-year extension to its partnership with online sports betting company VBET.
Bundesliga adds another four years to its SKY Mexico broadcast deal
May 19 – Following on from the announcement of an MoU with Mexico’s Liga MX, Germany’s Bundesliga has reinforced its position in Mexico and Central America with a four-year extension to its TV deal with subscription broadcaster SKY Mexico.
Floating above the rest, Liverpool connects with Extreme in multi-year tech deal
May 19 – Premier League Liverpool has selected US cloud-driven networking business Extreme as its Official Wi-Fi Network Solutions Provider and Official Wi-Fi Analytics Provider.
NFTs deal fuels Bundesliga’s 280% next cycle revenue leap for stickers and trading cards
May 18 – Germany’s Bundesliga and Bundesliga 2 clubs will receive more than €170 million from the 2023-24 season from the licensing of the global rights for stickers and trading cards, including non-fungible tokens (NFTs).
LaLiga takes major step into the metaverse with TVM
By Samindra Kunti
May 17 – La Liga has taken another big step in its bid for digital transformation by partnering with TVM, a South Korean global sports metaverse platform, in a two-and-a-half-year deal.
Fox agrees full package of Canadian broadcast rights for US market
May 16 – US sports broadcaster Fox has secured another two seasons of neighbouring Canada’s men’s and women’s football.
TikTok doubles up with women’s EURO 2022 after successful men’s EURO 2020
May 13 – TikTok has become an official partner of the Women’s EURO 2022 in a one-event deal, following on from its partnership with the men’s EURO 2020 championship last year.
Chelsea go cypto with WhaleFin sleeve deal
May 13 – Premier League Chelsea, still theoretically operating under a restrictive government license while the club sale to the Todd Boehly-led and Clearlake Capital-backed group is completed, has announced a £20 million shirt sleeve deal with cryptocurrency trading platform WhaleFin.
Swooshed: Nike pull out of 17-year Spartak Moscow kit deal
May 13 – US sportwear giant Nike is reported to have severed its 17-year sponsorship deal with Russian Premier League club Spartak Moscow after the team was ruled out of next season’s European competitions because of the Russian invasion of Ukraine.
TopGoal links with South Korean tech giants Klatyn to take NFTs into the metaverse
May 12 – Blockchain-based football game TopGoal, which is targeted expansion in Asia, has agreed a strategic partnership with South Korea’s Klatyn Foundation, one of the country’s largest publicly traded technology companies.
Streaming giant OneFootball pushes into NFTs market with official Argentine FA sales platform
May 12 – The Argentine FA is to launch a personalised NFT platform with streaming platform OneFootball.
Atletico set to complete €40m WhaleFin deal as new main sponsor
May 11 – Atletico Madrid look set to replace Plus500 with cryptocurrency trading platform WhaleFin as their new main shirt sponsor from next season.