Parimatch Tech builds big in Premier League adding Chelsea to partner roster
August 10 – Premier League Chelsea have agreed a three-year partnership with online sports and entertainment gaming platform Parimatch Tech.
Sponsorship
Online trading platform NAGA buys Sevilla shirt position
August 10 – German-based digital investment platform NAGA has taken the shirt front sponsorship of LaLiga’s Sevilla in a three-year deal starting this season. Seville have qualified for the Champions League.
Kumho Tyre keeps wheels spinning on Bayer Leverkusen sponsorship
August 9 – Kumho Tyre has extended its sponsorship of German Bundesliga’s Bayer 04 Leverkusen, including its sleeve patch sponsorship for the DFB-Pokal which kicked off last weekend with Bayer beating Locomotive Leipzig 3-0.
Holland Casino secures Eredivisie betting deal in advance of deregulated Dutch market
August 9 – With the Dutch set to open up online gambling in the country from October 1, the state-run betting and gaming business Holland Casino has signed a deal four-year sponsorship deal with the top tier Eredivisie, second tier Keuken Kampioen Division and its broadcast partner ESPN.
Spurs deliver 3-year Getir sponsorship
August 6 – Premier League Tottenham Hotspur have agreed a three-year partnership with Getir, the ‘ultrafast’ grocery delivery service. Getir will be an Official Global Partner.
Fiorentina launch 95 NFT shirts using Genuino blockchain technology
August 6 – Serie A’s Fiorentina have issued their first blockchain-based merchandise with the limited edition digital NFT offer of 95 new jerseys, matching the 95 years of the club.
Barca expand Allianz partnership into a 3-year global deal
August 5 – FC Barcelona and Allianz have renewed their partnership, which has been expanded into a global campaign and will run until 2024.
HotForex adds another year to PSG sponsorship
August 5 – HotForex has renewed its Official Partnership agreement with Paris Saint-Germain for a second season.
Italian football asks for two-year lifting of betting sponsorship ban
August 4 – The Italian Football Federation (FIGC) has called on national regulators to temporarily lift the betting sponsorship and advertising ban to allow clubs and the league an opportunity to recoup lost revenue.
Man City renew medical partnership with UAE’s Healthpoint
August 3 – Manchester City has renewed its partnership with Healthpoint, a leading centre for sports-related injury, prevention and rehabilitation based in Abu Dhabi.
PlayStation pushes Champions League button for another three years
July 30 – UEFA has renewed its Champions League partnership with PlayStationthat was first inked in 1997 for the 2021-24 cycle.
Blockchain specialist Zytara Labs signs €36m shirt deal with Roma
July 28 – AS Roma have teamed up with Zytara Labs, a leading blockchain enterprise, who will become the club’s main global partner in a three-year deal.
Engelbert Strauss gear up with joint UEFA Europa League and Conference League deal
July 28 – Workwear specialist Engelbert Strauss has signed a three-year UEFA Europa League and UEFA Europa Conference League partnership that will through to the end of the 2024 season.
PSG fuel sponsorship roster with online car etailer Autohero
July 27 – Autohero have teamed up with French champions Paris Saint-Germain in a multi-season agreement.
RIESEN sweet on Borussia Dortmund
July 26 – Borussia Dortmund has added sweet (candy) brand RIESEN to its North American sponsorship portfolio in a two-year deal.