November 16 – RB Leipzig, the football equivalent of a challenger brand in Germany’s Bundesliga, has taken a step outside the general European club comfort zones with a strategic partnership with Indian Super League club FC Goa.
July 1 – With virtual gaming having become the major growth area for football as the world has been in lockdown, Manchester City, one of the early adopters of efootball, has expanded its immersion in via a new regional partnership with mobile game developer, Capstone Games.
June 25 – Electronic Arts and LaLiga have extended their partnership in a 10-year deal that will keep EA Sports’ FIFA title as the league’s official and exclusive video games partner.
February 7 – Major League Baseball’s San Francisco Giants have partnered with iconic Portuguese club Benfica in a commercial version of moneyball.
February 6 – With the Beach Soccer Mundialito de Clubes set to kick off in Moscow next week, Beach Soccer World Wide (BSWW) has announced a new partnership with the United Nations to promote the UN Alliance Of Civilizations’campaign (UNAOC), ‘One Humanity’.
January 17 – Barcelona have signed a four year global partnership with online trading platform FBS that will run through to end June 2024.
By Osasu Obayiuwana
December 20 – In what is a unique drive, in African football, to increase revenue, leading Tanzanian club Simba has launched its own bank payment card. They hope to raise a minimum of $10 million through the deal.
October 29 – Coca-Cola – sponsors of FIFA’s World Cup since 1974 and UEFA’s Euros since 1985 – has expanded its club football partnerships with a two-year deal with Serie A giants Juventus.
October 25 – Manchester City has brought on Nestlé Professional as the club’s Official Coffee, Vegan and Vegetarian Partner in what is described as a multi-year deal.
October 10 – Los Angeles fashion brand 424 has become the Official Formal Wear partner of Premier League Arsenal in a two-year partnership.
August 13 – Paris Saint-Germain have renewed their partnership with video game developer EA Sports that will see new club features and enhanced PSG graphics introduced for the FIFA 20 game launching next month.
May 23 – Champions League finalists Liverpool have added five years to their Carlsberg partnership that will take them through to the end of the 2023/24 season.
May 21 – Championship club Aston Villa, who play-off against Derby County for a return to the Premier League May 27, have announced Kappa as their kit supplier for the 2019/20 season.
May 9 – Arsenal have added a content layer to their ‘Visit Rwanda’ sleeve sponsorship via a deal with National Geographic.
May 1 – Macron have extended their kit supply deal with French top flight club OGC Nice through to 2024.