Juve mine gold bar merchandise deal with Aurora, no irony intended
December 14 – Juventus has teamed up with jewellery brand Aurora. The deal will give Aurora more exposure in the Italian market.
Partnerships
Udinese celebrate 125th with extended Macron deal
December 1 – Udinese, celebrating their 125th birthday yesterday, announced the extension of their kit partnership with Macron through to June 2025.
Premier League stick with Panini for new multi-year term
November 16 – The Premier League has agreed a multi-year extension to its Panini sticker and trading card license agreement that was first granted in 2019.
CFG’s Man City and NYCFC combine for joint WeWork partnership
September 14 – City Football Group (CFG) clubs Manchester City and New York City FC have signed a new partnership with office space provider WeWork.
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.
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.
AC Milan gets card sharp with Repx licensing deal
June 16 – Serie A’s AC Milan have signed a new licensing partnership with UK fintech company Repx, which will see the launch of a new debit card on the Repx platform.
OL to stay on the Ho Chi Minh trail for another 3 years
March 25 – Olympique Lyon have extended their partnership to share best training practices and know-how with the Ho Chi Minh City Football Federation until 2023.
Derbystar renews ball deal early for another four years of Bundesliga
March 15 – Germany’s DFL has renewed its official ball deal with Derbystar for a further four years, concluding the agreement a year before the current deal expires and taking the partnership through to the end of the 2025-26 season.
Spurs partner with VivoPower in drive to become carbon neutral
February 25 – It isn’t quite the coffee-ground eco shirt of Forest Green Rovers, but Premier League Tottenham Hotspur have announced a new partnership with a London battery technology company as part of the club’s plans to become carbon neutral.
New Balance open up in Serie A taking AS Roma kit deal off Nike
February 16 – New Balance are to take over as AS Roma’s kit supplier from the start of the 2021/22 season, the first Serie A club to join the US leisurewear company’s team roster.
Roll-on end to lockdown. Everton agree ticket and travel partnership
January 21 – With hopes for an end to lockdown seemingly high in the north-west of England, Premier League Everton have agreed a multi-year deal with Clarity Sports to become the club’s new Official Team & Business Travel Partner and Match Break partner.
Hummel agree 5-year Saints deal as Under Armour exits early
January 18 – Premier League Southampton have ended their kit deal with US firm Under Armour three seasons early in favour of a new partnership with Danish sportswear brand, hummel.
Man City Women looking good with Salento Creazioni Moda partnership
January 5 – Manchester City Women are putting on the style with Italian fashionwear production house Salento Creazioni Moda who have become the team’s first ever global formalwear partner.
Mexico’s Liga MX pushes global betting footprint with Genius distribution deal
November 25 – Genius Sports Group has announced a data, streaming and integrity partnership with Mexico’s Liga MX. The Mexican league adds to the deal just signed with the Argentinian FA for its competitions.