Adidas turns 70 and enters new Arena
By David Owen
August 19 – Sporting goods group Adidas has marked the opening of the latest phase of its €1 billion headquarters complex in Germany in the month of the 70th anniversary of its foundation.
Football Marketing
Kumho expands club deals with Bayer Leverkusen addition
August 16 – Bayer 04 Leverkusen has signed Kumho Tyre has the club’s official tyre partner in a deal that will its logo on the club’s sleeve as part of a wide ranging sponsorship package.
Arsenal extend WorldRemit deal and Future Stars coach training opportunity
August 15 – Premier League Arsenal have extended their deal with their Official Online Money Transfer partner WorldRemit in an agreement understood to be for another two years.
Real Salt Lake sack Petke for homophobic rant at Leagues Cup
August 14 – The head coach of an MLS team has been sacked for using profane homophobic language.
Bielsa’s bucket breaks the ice for Leeds United with US e-commerce giant Wish
August 13 – Ambitious Championship club Leeds United have secured US e-commerce platform Wish as the club’s Official Presenting Partner for the 2019/20 season.
EA Sports extends PSG deal to 2024 with added content proposition
August 13 – Paris Saint-Germain have renewed their partnership with video game developer EA Sports that will see new club features and enhanced PSG graphics introduced for the FIFA 20 game launching next month.
19.com secures Leicester City deal as it seeks to expand in Europe
August 13 – Premier League Leicester City has signed Asian betting operator 19.com as the club’s new Official Betting Partner.
SportPesa pulls out of Kenyan sponsorships after regulators crackdown on betting taxes
August 12 – Betting giant SportPesa has pulled the plug on all its sports sponsorships in Kenya after a prolonged tax dispute with local authorities.
1xBet takes down UK site after ‘pornhub’ casino and live cockfight allegations
August 12 – Russian bookmaker 1xBet – that has rapidly established a position in the international, often unregulated, betting market – has suspended its UK betting service following reports of it operating a ‘pornhub’ casino and complaints from punters unable to cash out their winnings.
Brighton soar with £100m American Express renewal
August 12 – Premier League Brighton and Hove Albion have renewed their main sponsorship with American Express in a 12-year £100 million deal that includes the continuation of the naming rights to Brighton’s stadium as well as the financial services providers’ name on the front of the club shirt.
Leicester City cash in with Xpress Money partnership
August 9 – Xpress Money have become Premier League Leicester City’s official money transfer partner.
Barca and Sony Music combine for deal focussed on content and events
August 8 – Big brands attract each other. FC Barcelona have signed a two-year collaboration agreement with Sony Music that will focus on the creation of entertainment experiences.
Lotus accelerate international brand push with Norwich City deal
August 8 – Premier League returnees Norwich City have announced car manufacturer Lotus as a club partner in a new multi-year deal.
Lil-Lets sign one-season deal with Everton Ladies
August 8 – The sponsorship roster of brands getting into women’s football has been added to by feminine hygiene brand Lil-Lets who have signed a one-season deal with Everton Ladies.
English FA to launch OTT platform with Women’s Super League games live
August 7 – The English FA will launch a new over-the-top platform that will provide free live coverage of every Women’s Super League game from the start of the 2019/20 season.