PSG heats up digital activations with HotForex deal
November 18 – French giants Paris Saint Germain has signed foreign exchange and commodities broker HotForex as an Official Partner for the 2020-21 season.
Partnerships
RB Leipzig agrees a passage to India with ISL’s FC Goa
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.
Man City link with Capstone Games for football manager mobile game
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.
LaLiga renews EA Sports in 10-year deal with focus on growing eLaLiga Santander
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.
Benfica and San Francisco Giants form cross-code trans-Atlantic business partnership
February 7 – Major League Baseball’s San Francisco Giants have partnered with iconic Portuguese club Benfica in a commercial version of moneyball.
Beach Soccer World Wide joins with UN to promote ‘One Humanity’ message
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’.
Barcelona add online financial trader FBS in 4-year global deal
January 17 – Barcelona have signed a four year global partnership with online trading platform FBS that will run through to end June 2024.
Tanzania’s Simba club launches payment card with Equity Bank
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.
Juve add Coca-Cola as official partner in two-year tie-up
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.
Man City adds Nestle Professional to partner roster with emphasis on social initiatives
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.
LA fashion brand 424 cuts new cloth with two-year Arsenal deal
October 10 – Los Angeles fashion brand 424 has become the Official Formal Wear partner of Premier League Arsenal in a two-year partnership.
EA Sports extends PSG deal to 2024 with added content proposition
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.
Liverpool refresh Carlsberg deal for another 5 years
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.
Kappa take over Villa kit deal with Premier League return in focus
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.
Arsenal boost Visit Rwanda sleeve sponsorship with Nat Geo content deal
May 9 – Arsenal have added a content layer to their ‘Visit Rwanda’ sleeve sponsorship via a deal with National Geographic.