Liverpool’s Japan Airlines deal lifts off, first stop Philadelphia
June 25 – Premier League Liverpool have agreed a multi-year partnership with Japan Airlines (JAL) who become the club’s official airline partner.
Sponsorship
InBev expands North American soccer presence with joint MLS/Concacaf deal for Michelob
June 24 – AB InBev brand Michelob Ultra has become the official beer of Concacaf’s club competitions in a joint deal that includes the MLS and naming rights to the Campeones Cup, played between the winner of the MLS Cup and Mexico’s LigaMX.
VIVO dials in for Euro 2024 with smartphone storytelling campaign
June 18 – Vivo has continued its big tournament sponsorship with its V3 smartphone unveiled as the official smartphone of Euro 2024. Vivo also sponsored the 2022 FIFA World Cup.
Wolves sign online bookie DEBET to shirt front in record 2-year deal
June 14 – With the window of betting company sponsorships on Premier League shirt fronts rapidly closing, Wolverhampton Wanderers have become the latest club to cash-in with a two-year deal with DEBET.
Man City sustain their net zero challenge with JinkoSolar deal
June 14 – Manchester City have agreed a multi-year global partnership with JinkoSolar, a leading globalphotovoltaic and energy storage system supplier.
Albanian FA adds two national team sponsors ahead of Euro 2024 start
June 14 – The Albanian football federation (FSHF) has signed two new sponsorship deals on the eve of Euro 2024.
UEFA puts its referees up for sale
June 13 – UEFA is opening up a new sponsorship programme centred on commercialising its referees across all its competitions.
Spurs super charges its sponsorship with bp pulse and Castrol deal
June 13 – Premier League Tottenham Hotspur have announced BP brands bp pulse as Official EV Charging Partner of Tottenham Hotspur Stadium and Castrol as Official Partner of both the men’s and women’s teams.
Macedonian FA drafts Komercijalna Banka for further 3 years
June 13 – The Macedonian Football Federation has signed a new three-year sponsorship deal with Komercijalna Banka.
Bookmaker William Hill agrees 5-year title sponsorship of SPFL’s four divisions
June 7 – Bookmaker William Hill will become the title sponsor of all four SPFL (Scottish Professional Football League) divisions from the start of next season in a record-breaking, five-year deal.
Botev Plovdiv renew Macron kit deal for Europa League campaign
June 7 – Bulgaria’s Botev Plovdiv has renewed its contract with the Italian sports equipment manufacturer Macron, a partnership that began 2022.
Alexandrion Group toasts Romanian football with 3-year sponsorship
June 6 – The Romanian Football Federation (FRF) has signed a partnership agreement with Alexandrion Group, who will become an official partner of the FRF for the next three years.
German bookie Tipico agrees two-year sponsorship of DFB Pokal
June 3 – Germany’s leading online bookmaker Tipico has secured a two-year sponsorship as the official partner of the German cup, the DFB Pokal.
TCL plugged in for its third Conmebol Copa America sponsorship
May 31 – Chinese consumer electronics company TCL has renewed its sponsorship of the Copa América for the 2024 edition that kicks off June 20 in the US.
Locked and loaded: Borussia Dortmund rides storm of protest over Rheinmetall sponsorship
May 30 – On the eve of the Champions League final, Borussia Dortmund have announced a multi-year sponsorship deal with Rheinmetall, Germany’s largest weapons manufacturer.