Inter renew La Molisana for further 2-year term
August 24 – Serie A champions Inter Milan have renewed their sponsorship with pasta brand La Molisana for a further two seasons, taking them through to the end of the 2022/23 season.
Football Marketing
WWE gets in the ring with Enfield Town for 20th anniversary big bash
By Andrew Warshaw
August 23 – It isn’t every day that a part-time grassroots football club manages to get into bed with a global giant.
Commonwealth Bank activates naming rights deal with Aussie women’s teams
August 23 – Commonwealth Bank have officially activated their four-year national team naming rights partnership with Football Australia that will take the Australian game though the 2023 Women’s World Cup they are co-hosting with New Zealand.
Serie A opens up VAR real estate to Cryto.com sponsorship
August 20 – Italy’s Serie A has built on its crypto relationship with Crypto.com who will become the first Innovation & Technology Partner of the league in what Serie A is calling a multi-year partnership.
Monaco joins with fantasy football platform Sorare for entry into NFT market
August 19 – Ligue 1’s AS Monaco has unveiled a two-season partnership with fantasy football platform Sorare, which will allow the club to enter the world of NFT(Non-FungibleTokens) for the first time.
PSV Eindhoven take payment in cryptocurrency for Anycoin Direct sponsorship
August 19 – PSV Eindhoven have partnered with Anycoin Direct in a two-season deal. The Dutch club will be one of the first major football clubs to have an entire sponsorship paid in Bitcoin.
US streamer Roku supports Brazilian push with São Paulo FC deal
August 19 – US streaming giant Rokuhas taken a one-year sponsorship with Brazil’s São Paulo Futebol Clube, its first step into football club sports marketing in the country.
Fantasy sports set for revenue boom; RealFevr expand fantasy client into NFT release
August 18 – A new study is predicting that the fantasy sports market in the United States will grow by 8% year-on-year and hit an $8.3 billion value in 2021.
LaLiga on tap. Spanish league targets British pub market with Stonegate TV deal
August 18– LaLiga, which has struggled to establish a broadcast home in the UK following the non-renewal of its deal with pay TV Sky Sports, is now attacking the British market with distribution into bars and pubs.
Carrot and stick: After Rwandan president’s criticism of Arsenal, tourist board renews sleeve deal
August 18 – Rwandan President Paul Kagame may be furious with Arsenal’s opening day loss to newly promoted Brentford, but it hasn’t stopped the Rwanda Development Board (RDB) extending its sleeve sponsorship through to 2025, according to reports.
Liverpool add online trader ThinkMarkets to global sponsorship roster
August 18 – Premier League Liverpool have online financial broker, ThinkMarkets, to their sponsorship roster as the club’s new Official Global Trading Partner.
China’s Tencent adds Bundesliga streaming rights to EPL and UEFA club comps
August 17 – China’s Tencent has acquired the non-exclusive streaming rights for the Bundesliga in China in a two-season deal.
Facebank takes Crystal Palace sleeve in one-season deal
August 17 – Premier League Crystal Palace have secured Facebank as the club’s new sleeve partner in a one-season deal for 2021/22.
BK8 returns to European club sponsorship with five LaLiga club deals
August 17 – Online betting brand BK8 has secured five LaLiga club sponsorships for Asia for the new season which kicked off last weekend.
Rwandan president takes furious aim at Arsenal after Brentford loss
August 16 – Rwandan President Paul Kagame lambasted Arsenal’s dramatic opening-day defeat after the club’s 2-0 loss to newly promoted Brentford. He said Arsenal fans shouldn’t “accept mediocrity”.