BR88 buy into Aston Villa’s Premier League future, for a year
June 14 – Aston Villa, £170 million play-off winners, have moved swiftly to sign their first sleeve sponsor. Asian betting firm BR88 will take the position in a one-year deal.
Football Marketing
Uber Eats take a €32m bite of Ligue 1 naming rights
June 14 – France’s Professional Football League (LFP) has announced food delivery service Uber Eats as the new naming rights sponsor of Ligue 1.
Fiat drives new 4-year deal with Italian FA
June 13 – Fiat has renewed its sponsorship with the Italian Football Federation (FIGC) for another four years.
Alipay launches UEFA app opening up Euro 2020 tickets to Chinese fans
June 12 – Alipay, the world’s leading digital payment and lifestyle platform with more than 1 billion users, has activated its European partnership with a new UEFA lifestyle ‘mini-app’.
Adidas get shirty over Spanish FA’s attempt to end kit deal 7 years early
June 11 – Adidas has announced it is starting legal proceeding against the Spanish FA (RFEF) for seeking early termination of their kit partnership that runs through to 2026.
Amazon doc to focus on Bielsa, Leeda, spygate and play-off heartbreak
June 11 – Fly-on-the-wall documentaries charting the seasons (and generally struggles) of fallen giants battling to return to former glories makes popular television. English Championship club Leeds United look set to become the latest English club to feature in an Amazon documentary series.
Villa return to Premier League play with record W88 sponsorship
June 7 – Aston Villa, who won the €170 million play off game to return to the Premier League after a two-season absence, has announced a one-year principal partner deal with online gaming company W88.
VISA signs 5-year deal with USSF with 50% pledged to women’s game
June 3 – The US Soccer Federation (USSF) has signed a new five-year deal with VISA with the global payments firm taking a lead on gender parity, specifying that 50% of its sponsorship should go towards the women’s game.
BeIN secures Women’s World Cup with a week to go and launches beINSPIRED initiative
May 30 – BeIN Sports will broadcast the Women’s World Cup after striking a deal with FIFA to air the tournament in more than 30 countries across Asia, the Middle East and North Africa.
Carabao adds two years to its EFL League Cup title sponsorship
May 31 – The English Football League has extended its deal with the Carabao energy drink brand for a further two years.
Man City toasts Chinese Baijiu brand JNC as new global partner
May 30 – Manchester City have announced a global partnership with Chinese liquor brand JNC which becomes the Club’s Official Baijiu Partner.
Betway go long on West Ham with 6-year renewal
May 28 – Online bookmaker Betway has renewed its shirt sponsorship of West Ham for a further six years, an unusually long term for a betting company sponsorship which often are secured on one-season renewable deals.
Bayern Munich extend Paulaner partnership in 7-year deal
May 24 – Bayern Munich, having celebrated their seventh consecutive Bundesliga title with five-litre flagons of Paulaner beer on the pitch, have decided they want more and extended their partnership through to 2026 with the Munich-based brewer.
Black is the new black. UEFA sharpens up its refs for club finals with new Macron deal
May 24 – Referees and their assistants at next week’s Europa League final will have smart new kit to wear under a new deal signed between Macron and UEFA.
Man City stays on the cutting edge of technology with Wega partnership
May 23 – Premier League Champions Manchester City have extended their partnership with Wega, the club’s Official Acoustic Contactless Secured Card Payment Partner.