Liverpool feeds regional sponsorship programme with NH Foods deal
April 12 – Liverpool has announced a regional partnership fiocussed primarily on South East Asia with food group, NH Foods Ltd.
Football Marketing
Football is leading sport in Asian powerhouses; LaLiga brand growing, finds survey
April 10 – Research by GfK, commissioned by LaLiga, has found football as the favourite sport in China and Indonesia and the second favourite sport in India after cricket.
UEFA delivers FedEx Express to national team sponsorship programme
April 9 – UEFA has signed a new four-year deal with FedEx Express who will sponsor a series of European national team football tournaments including being designated as the Official Logistics partner of Euro2020.
World Cup drives FIFA to top of IF social media performance ranking
By Paul Nicholson
April 4 – A survey of social media activity of international sports governing bodies has ranked FIFA as the best performing international federation (IF) across all platforms. The survey last year ranked FIFA in 10th place.
MyCujoo seals deals with Instagram giant 433, Japan’s Nadeshiko League and OFC
April 4 – Football streaming platform MyCujoo, has teamed up with 433, the largest Instagram account in the world, to share content with 433’s 35 million followers.
Valencia to swap Adidas for Puma in new €4m a year kit deal
April 2 – LaLiga’s Valencia will swap Adidas for Puma from next season in a €4 million a year kit deal that will run through to 2022.
Bayern Munich launch Chinese credit card with CIB
April 2 – The German push into the Chinese market notched up another partnership with Bayern Munich signing a co-branded credit card deal with Industrial Bank of China (CIB).
Espanyol target China with Wu Lei signing and soccer school expansion
April 1 – Espanyol Barcelona have signed a strategic partnership with Chinese football school San Gao FC, expanding their operations in China. Atletico Madrid and the DFL also have plans to tap into the Chinese market.
Man Utd line up Spurs and Inter Milan for their Asian Summer travelogue
March 28 – Manchester teams will be battling it out pre-season in Asia but they won’t be playing each other.
Seifert questions domestic policy on TV rights split between two pay broadcasters
March 27 – Christian Seifert, chief executive of the Bundesliga, has called into question the league’s ‘no single buyer’ broadcasting rule which was introduced ahead of the current cycle that ends in 2021 and is designed to stop a single broadcaster from purchasing domestic rights to show all games from Germany’s top two divisions.
LaLiga launches OTT service with multi-sports content proposition
March 27 – LaLiga has launched its OTT streaming service, LaLigaSportsTV, which offers fans coverage of live LaLiga 1|2|3 content, as well as other Spanish sports.
Man City to headline Asia Trophy tournament against West Ham, Newcastle and Wolves
March 26 – The Premier League will play its pre-season Asia Trophy in Nanjing and Shanghai in China this July with Manchester City headlining the four-team line-up.
MLS picks SendtoNews to boost digital content reach
March 27 – Video platform SendtoNews will exclusively distribute MLS highlights to local partners as the league seeks to boost its digital content footprint.
Seat, Pelayo, and Sanitas renew deals with RFEF
March 25 – The Royal Spanish Fottball Federation (RFEF) has scored a hat trick of sponsorship renewals with Spanish carmaker Seat, insurance firm Pelayo, and private health clinic Sanitas all agreement extended terms.
England’s WSL lands Barclays as title sponsors in £10m deal
By Samindra Kunti
March 21 – In a landmark moment for English women’s football Barclays Bank signed a three-year, deal with the Women’s Super League. The top flight league will be rebranded as the Barclays FA Women’s Super League from next season.