Chivas blends into Man Utd programme as global spirits partner
August 8 – Manchester United has agreed a sponsorship with blended Scotch whisky brand Chivas to become the club’s official global spirits partner.
Football Marketing
IMG launch Serie A Pass via its OTT platform, ESPN grab US rights
August 8 – Sports agency IMG, that is rapidly expanding its broadcast capability, has launched Serie A Pass for OTT subscribers.
LETOU drops Swansea but bets on Inter Milan for regional growth
August 8 – Philippines-based online gambling operator LETOU has become Internazionale Milano’s first Asian online gaming partner. It is also the first step into Serie A club sponsorship for the betting firm.
Genius Sports expands with opening of Lausanne office
August 8 – Sports data and technology specialists Genius Sports has opened a new office in Lausanne, Switzerland. The company now has offices in over 20 locations worldwide including London, Los Angeles and Medellin.
IMG launches OTT challenger channel Strive in Scandinavia with LaLiga and SerieA rights
August 7 – Sports agency IMG is launching itself into the broadcast market in Scandinavia with its own OTT channel Strive, that will broadcast Spain’s LaLiga and Italy’s Serie A exclusively live.
Man City to swap Nike for Puma as part of CFG group deal
August 7 – Manchester City will have a new kit supplier from the 2019/20 season as part of a £50 million multi-club deal negotiated by parent company City Football Group.
New launch MoPlay betting app wagers on building a dynasty with Man Utd
August 7 – Manchester United has signed a multi-year global partnership with new launch mobile betting app MoPlay. The new mobile betting and gaming brand takes over from Marathonbet.
Emirates baulk at €80m renewal of PSG shirt sponsorship
August 7 – Paris Saint-Germain are set to ditch Emirates as their shirt sponsor at the end of the upcoming season.
Dafabet break Scottish records to extend Celtic shirt deal to 2025
August 6 – Celtic have announced the highest ever shirt sponsorship deal for a Scottish club with online bookmaker Dafabet. The new agreement will run until the end of the 2025 season.
Melitta expand regional Man Utd deal to global partnership
August 6 – Manchester United have expanded their deal with coffee brand Melitta from a regional to a global partnership. As part of the deal Melitta will create a collection of Manchester United and Melitta branded coffee machines, coffee beans, and cups.
Bet365 strikes in LaLiga scoring 10 Primera clubs in two-season sponsor deals
August 3 – British online bookmaker Bet365 has snapped up half of LaLiga’s top division clubs in two-year sponsorship deals starting with the coming season which kicks off this weekend with the Spanish Super Cup between Barcelona and Sevilla being hosted in Morocco.
EFL nails on Screwfix in time for season kick off
August 3 – Trade tools and hardware retailer Screwfix has signed a three-year partnership with the English Football League (EFL), expanding the company’s presence in football from its broadcast sponsorship of the EFL’s 127 games on Sky to an official relationship with the league.
Audi agree 4-year extension to MLS sponsorship
August 2 – Audi has extended its Major League Soccer sponsorship by four years. The car maker will remain the MLS’s Official Automotive Partner and title sponsor of the Audi MLS Cup Playoffs through to the end of the 2022 season.
Ahead of the game: Man City agrees first eSports sponsorship with Turtle Beach
August 2 – Manchester City have secured what likely passes as a kit deal in the eSports market, signing gaming accessory brand Turtle Beach as the club’s first Official Esports & Gaming Headset Partner for the club’s eSports team.
ThaiBev brand Bai Saigon to ride on Leicester City’s shirt sleeve in multi-year deal
August 2 – Thai’s leading drinks company ThaiBev has secured the sleeve sponsorship of Premier League Leicester City for its recently acquired Vietnamese beer brand Bai Saigon.