NWSL numbers shatter records and put women’s league on the TV map
July 29 – Viewing figures from the US show record numbers for the women’s club game and a significant breakthrough for the NWSL (National Women’s Soccer League).
Football Marketing
AC Milan land renewed Emirates deal but at reduced €10m a year
July 28 – AC Milan have held on to their main shirt sponsor Emirates airline in a three-year deal that will see them take a reported annual €4 million cut in the sponsorship fee.
Leicester builds on its Thai commitments with one-year tourist board deal
July 27 – Leicester City have announced a one-season partnership with Tourism Authority of Thailand to launch the ‘Thailand Smiles With You’ campaign and promote the country as a tourist destination as it recovers from the effects of the pandemic.
Sending a signal. CTV switches channels on Premier League as China-UK row heats up
By Andrew Warshaw
July 23 – The burgeoning political and diplomatic feud between Britain and China has spilled over into top-flight football with English Premier League games reported to have been pulled from Chinese state television (CTV).
Globo’s power under threat as CBF match schedule sees TV rights split
July 23 – The Brazilian FA (CBF) has published a tentative match calendar for the Brazilian top flight with a TV schedule that will intensify the on-going domestic TV rights battle.
Big brands stick with club sponsorships as digital media drives the value up
July 22 – Globalisation and digital media have rapidly changed the market for top tier football sponsorship. That market is now being challenged again by the coronavirus pandemic.
Promoted Leeds land record 5-year Adidas deal
July 22 – Leeds United, back in the English top flight for the first time in 16 years next season, have announced a “record-breaking” official kit partnership with Adidas.
Mauritius comes to Liverpool as official partner
July 20 – Premier League champions Liverpool have launched a new global partnership with the Mauritius Tourism Promotion Authority and Economic Development Board Mauritius, who become club’s Official Tourism and Economic Development Partner.
Roma and Nike terminate 10-year deal early
July 17 – Serie A’s Roma and US sportswear giants Nike have cancelled their 10-year partnership with three years left to run on the contract.
Real Madrid opens new 5-year account with Liberbank
July 16 – Real Madrid will have a new official bank from the start of the 2020/21 season. An agreement with Liberbank will see the financial institution take over from Caixabank.
Ashley’s £300m Saudi deal in balance as Qatar’s beIN Sports is ‘terminated’
By Paul Nicholson
July 15 – Saudi Arabia’s decision to “permanently terminate” beIN Sports license to broadcast in the country has been called a “sham” by the Qatari broadcaster, but also throws focus back on to the Premier League who are still to rule on whether Saudi Arabia’s public investment fund can buy Newcastle United.
Inter Milan secure first sleeve sponsor with €10m IC Markets deal
July 13 – Inter Milan have announced their first sleeve sponsorship with Australia-based currency broker IC Markets, an online provider of FX services and ECN trading capabilities.
Spanish lawmakers ban betting sponsors on LaLiga club shirts
July 10 – Betting firms will no longer be allowed to appear as front-of-shirt sponsors or hold stadium naming rights in Spain from the start of next season.
Macron bask in 5-year Real Sociedad renewal
July 10 – Macron have renewed their kit deal with LaLiga’s Real Sociedad for five more seasons, taking them through to the end of the 2025/26 campaign.
Konami and Cygames to co-exist as Juventus unveil new shirt deal
July 9 – After a one-season separation, Juventus and Cygames are back together with the Japanese video game developer taking the Italian champions’ back-of-shirt position.