Leicester City add Asian gamer Yabo Sports as club partner
September 16 – Premier League Leicester City have confirmed Asian gaming business Yabo Sports as an official club partner.
Football Marketing
AS Monaco signs BetCity as first Russian sponsor partner
September 13 – Bookmaker BetCity has become AS Monaco’s official regional betting partner for Russia in a two-season deal.
Piracy: Danish court rules free streamer Rojadirecta must be blocked by web providers
September 11 – Pirate broadcaster Rojadirecta has been judged illegal in Denmark and will now be blocked by internet providers. The decision by a Danish court comes after a joint complaint by LaLiga and Danish copyright protection agency RettighedsAlliancen.
Watford goes bitcoin with sleeve logo and merchandise sales
September 12 – Premier League Watford’s shirt sponsor Sportsbet.io has given over the sleeve position on the club shirt to display the Bitcoin logo (₿) as part of a new educational campaign to boost awareness and applications of cryptocurrency.
LaLiga to launch TV channel in UK in all-encompassing Premier Sports deal
September 11 – The troubled UK TV deal for LaLiga’s live broadcast rights has now found a multi-platform solution with Premier Sports in a deal that will see live matches on Premier Sports 1 and 2, as well as LaLigaTV as a standalone channel as part of the Premier Sports package.
Arsenal toast Germany’s Ganzberg with Cambodian launch
September 11 – Arsenal have signed German brew Ganzberg as its Official Beer Partner in Cambodia.
Chelsea and Liverpool join Spurs in ending 1xBet sponsorships
September 3 – Chelsea and Liverpool have followed Tottenham Hotspurs’s lead earlier this month and ended their sponsorships with Russian online betting firm 1xBet.
Atletico Madrid launch cryptocurrency fan token via Socios.com
September 9 – Spain’s Atlético Madrid has signed up to the Socios.com blockchain-based fan engagement and rewards platform. Socios.com becomes the club’s Official Fan Token partner.
‘You couldn’t make this shirt up’. Paddy Power stunt backfires
September 9 – The English FA has hit Huddersfield Town with a £50,000 fine from the Football Association (FA) after ruling it breached the FA’s kit and advertising regulations over a sash-style shirt which displayed the Paddy Power logo during a friendly game against Rochdale on July 17.
Coca-Cola sign-up for Euro 2020 sponsorship
September 6 – Coca-Cola has signed up as a sponsor for the Euro 2020 championships, extending its 32-year partnership with the European governing body UEFA.
Man City women secure Dylon deal ahead of first Manchester derby at Etihad
September 5 – With women-specific football sponsorship opportunities starting to make sales progress, Manchester City Women’s team have unveiled a long term partnership with Dylon Colour Catcher.
Crypto firm BtcTurk buys naming and shirt rights to Super Lig’s Yeni Malatyaspor
September 4 – Turkish Super Lig club Yeni Malatyaspor has signed a major sponsorship with cryptocurrency exchange platform BtcTurk that will see it on the front of club shirts as well as featuring in the club name.
WSL expansion sees it land first major international TV deals
September 3 – The English Women’s Super League (WSL) has secured a first overseas broadcast rights deal with Sky Mexico and Scandinavian broadcaster NENT, reportedly worth six-figures.
All bets are off. Spurs end deal with toxic online bookie 1xBet
September 3 – Premier League Tottenham Hotspur have ended their relationship with betting partner 1xBet.
England expects. Deliveroo delivers new deal
September 3 – Food delivery app Deliveroo has signed a multi-year sponsorship deal with the English FA for all its representative teams.