PepsiCo signs on for new 3-year Champions League term
December 1 – UEFA have resigned PepsiCo for a further three-year Champions League term for the 2021–24 cycle.
Football Marketing
Serie B dips toe into new media and VC waters with new rights company
December 1 – Following the lead of their bigger brothers, Italy’s Serie B clubs have formed a new media rights company to manage the leagues marketing and broadcast assets.
Leeds United app-y with new 2-year Hisense partnership
November 30 – Premier League Leeds United have struck a two-year agreement with consumer electronics brand Hisense who will become an Official Partner of the club.
Juventus trades up with multi-season Capex.com deal
November 26 – Online trading platform CAPEX.com has become the Official Online Trading Partner of Juventus.
Mexico’s Liga MX pushes global betting footprint with Genius distribution deal
November 25 – Genius Sports Group has announced a data, streaming and integrity partnership with Mexico’s Liga MX. The Mexican league adds to the deal just signed with the Argentinian FA for its competitions.
Ibrahimovic gets in the face of EA and FIFPro over FIFA 21 image
November 24 – Veteran Swedish star Zlatan Ibrahimovic has challenged the use of his ‘name’ and ‘face’ in the FIFA 21 video game, alleging Electronic Arts (EA) have used them both without his permission.
Weetabix partner with England through 2021 and 2022 Euros and on Wildcats expansion
November 24 – The English FA have partnered with the Weetabix Food Company in a three-year deal that will begin in April 2021 and run through 2024 including the men’s Euro finals in 2021 and Women’s Euro in 2022 that will be hosted in England.
Wu Lei impact helps Espanyol sign online gambler KTO in China-facing deal
November 24 – The ban on betting sponsors in Spain hasn’t stopped clubs selling their overseas inventory with Espanyol having closed a sponsorship agreement in Asia with KTO.
Leeds Roc. Premier League club goes brand building
November 23 – Leeds United have partnered with Roc Nation to build their brand after returning to the Premier League this season under the guidance of cult coach Marcelo Bielsa.
Mastercard renew until 2024 with Brazil’s CBF
November 19 – Mastercard have extended their sponsorship of the Brazilian football confederation (CBF) and the country’s national team until 2024.
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.
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.
Tebas calls for rethink of Spanish betting ban that will cost LaLiga clubs €90m
November 16 – La Liga president Javier Tebas has again spoken out of the damage a ban on betting sponsorships will have on club and their ability to trade solvently, especially with the covid crisis preventing fans in stadia for what is likely to be until at least the end of the current season.
Puma buys into US pro leagues with 3-year USL deal
November 16 – The United Soccer League, which runs second and third tier professional leagues in the US, has signed a three-year deal sports leisure brand Puma.
UEFA opens up ‘sports category’ tender for women’s competition
November 11 – UEFA is opening up a tender process for what it is calling its ‘sports category’ for its women’s competitions 2021-25. The category includes official match ball, sports equipment and apparel.