Tipico go all-in with Bayern sponsorship renewal to 2025
March 12 – Bayern Munich have extended their partnership with sports betting firm Tipico until 2025.
Football Marketing
LaLiga teams with Panini for limited edition, blockchain based tradeable cards
March 10 – LaLiga is using blockchain technologies via its partner Panini in the US to securely enter the online card trading business.
Facebook shuns renewal bids for Champions League and La Liga broadcast rights
March 5 – Social media giant Facebook has not renewed its contract to stream the Champions League in Latin America and Spain’s La Liga in India.
Belgian top tier league turns to streaming platforms to drive distribution
March 5 – Belgium’s Jupiler Pro League (JPL) has turned to streaming platforms to expand its international broadcast footprint in a deal brokered by Mediarpro.
Man Utd’s new Chinese-owned African TV partner in court for non-payment
By Andrew Warshaw
March 3 – The Chinese company appointed by Manchester United to broadcast its matches in some 30 African countries is alleged to owe millions of dollars to a range of stakeholders across the globe.
Inter to tread new path as Pirelli end 27-year shirt sponsorship
March 3 – Serie A leaders Inter Milan are to end their shirt sponsorship deal with tyre makers Pirelli, one of the most iconic partnerships in European football.
Court forces Fenerbahce to change channel over ‘abusive’ use of beFAIR logo
March 3 – Turkish Super Lig broadcaster beIN Sport has won an injunction against one of the league’s leading clubs to stop it breaching its intellectual property, preventing use of a beFAIR logo that has been used on club t-shirts, training bibs, LED stadium banners and even on 3D carpets on the pitch.
Fonbet adds PSG to betting partnership portfolio
March 3 – Russian online bookmaker Fonbet has signed a long-term partnership with French giants Paris Saint-Germain to become the club’s official betting partner across Russia and the CIS region.
New Balance extends Ligue 1 table toppers Lille’s kit sponsorship
March 2 – US sportswear brand New Balance has extended its current sponsorship agreement with France’s Ligue 1 leaders LOSC LILLE.
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.
Forest Green Rovers owner tells football world to wake up and smell the coffee
February 24 – Forest Green Rovers, the English fourth-tier club that is powered by renewable energy, serves vegan food to players, staff and fans and prides itself on being the “greenest” club in the world, have launched a new team shirt partly made of coffee waste.
TikTok builds football portfolio with Portland Timbers and Thorns
February 25 – Short-form video-sharing app TikTok has agreed a multi-year partnership with MLS team Portland Timbers and the club’s NWSL side Portland Thorns FC.
Messi, Pogba, van de Sanden and Sancho fizz for Pepsi activation
February 24 – Pepsi MAX is using its Champions League sponsorship to activate its new football ad campaign ‘Music Keeps Us Fizzing’.
Real Madrid close in on securing €150m Qiddiya sponsorship
February 23 – Real Madrid have reportedly held “advanced talks’” with Saudi Arabia’s state-owned Qiddiya over a potential lucrative ten-year €150 million sponsorship deal.
K League launches dual-language OTT channel with eye on global markets
February 23 – Korea’s K League is launching a dedicated OTT platform for its top two leagues ahead of the start of the 2021 season that kicks off February 27.