Ajax add Blox as official cryptocurrency partner
August 16 – Blox has teamed up with Ajax to become the club’s official cryptocurrency partner in a three-season deal.
Football Marketing
Betano bets big on Benfica as club’s first sleeve sponsor
August 16 – While their neighbours in Spain face a crackdown on betting sponsorship, the Portuguese are embracing online bookmaking clients with open arms. The latest is Benfica who have secured their first ever sleeve sponsorship with Betano.
Norwich need a drink after return to Premier League reality, Lucozade Sport may have to do
August 16 – Norwich City, who opened their season with a 3-0 home loss to Liverpool, look like they are going to need all the help they get from their new fuelling and hydration partner Lucozade Sport.
TFF tells Fenerbahçe to stop anti-beIN Sports campaign ahead of new tender for rights
August 13 – The Turkish Football Federation (TFF) has stepped deeper into the row between Fenerbahçe and league broadcaster beIN Sports, ruling that the club that they must end their protest campaign against the broadcaster.
Bundesliga pushes fan experience boundaries with SKY PerfecTV! live app launch in Japan
August 13 – Germany’s Bundesliga has agreed with its Japanese broadcast partner SKY PerfecTV! to launch a live broadcast app – Bundesliga Live App – for the start of the season on September 7.
Brentford sign cryto exchange CoinJar for 2 year sponsorship
August 13 – On the eve of their return to the Premier League, Brentford have announced Australia-based cryptocurrency exchange CoinJar as a premium partner of the club.
OneFootball grabs AFC rights package as it expands in key European markets
August 12 – Football streaming platform OneFootball has made two more acquisitions with the live streaming rights to package of AFC rights, as well as completing a new deal to broadcast Portugal’s Primeira Liga.
Liverpool expands retail footprint with Unisport deal
August 12 – Premier League Liverpool has begun a new partnership with football retailer Unisport to expand the club’s retail offering and increase access to official club merchandise.
Telecoms operator Finetwork takes Real Betis shirt front in 3-year hook-up
August 12 – LaLiga’s Real Betis has replaced online bookmaker Betway with telecoms operator Finetwork as the club’s main sponsor in a three-year deal.
Liverpool plug in Sonos as official ‘sound’ partner
August 12 – Premier League Liverpool and Sonos have partnered in a multi-year agreement which will see Sonos become the official sound partner of the Reds.
Man City and CFG target Japanese growth with Abeam partnership
August 12 – Japanese-based management consultancy A-Beam Consulting has become an international partner of the English Premier League champions being designated the club’s Official Management Consulting Services Partner in Japan.
LaLiga intelligence platform to boost commercial ops with KORE partnership
August 12 – LaLiga has tied up a partnership with KORE Software to enhance is sponsorship strategy and measure its commercial performance as it looks to grow its international revenue streams.
Expedia extends its UEFA booking in a one-season deal
August 11 – Expedia Group has extended its Champions League partnership with UEFA in a one-season deal for 2021/22.
Bwin renews with 5 Bundelsiga clubs and takes Portuguese league naming rights
August 11 – Online bookmaker bwin has unveiled a raft of new football sponsorships for the new season including deals with five German Bundesliga teams as well as the naming rights sponsorship of the Portuguese league.
Wolfsburg add Chinese battery maker BAK as premium partner
August 10 – Wolfsburg and Chinese battery manufacturer BAK Battery have teamed up in a bid to develop a more climate-friendly club policy over the next few years.