Aussie A-Leagues kick off new 3-year Mitre deal
July 24 – Mitre will be the Aussie A-Leagues Official Match Ball Partner for the next three seasons.
Football Marketing
Football Australia signs Allianz as sponsor ahead of Matildas’ Paris 2024 opener
July 23 – Football Australia and Allianz Australia have agreed a multi-year partnership, that will see Allianz become the Official Insurance Partner of Football Australia and its national teams.
EFL launches first ‘Fantasy EFL’ covering all three divisions and offering a hybrid format
July 23 – The English Football League (EFL), in partnership with Genius Sports, has launched ‘Fantasy EFL’, the league’s first 72-club fantasy football game that involves all its member clubs across the three Sky Bet EFL divisions.
Liverpool adds workwear brand Strauss in multi-year deal
July 22 – Liverpool have agreed a new multi-year deal with Strauss which will see the German brand become the club’s official workwear partner, the first of its kind in the Premier League.
Man City goes deeper into e-sports with Fortnite partnership
July 22 – Manchester City have launched ‘The Ladder [Man City]’, a new gaming experience that marks the partnership of the club with the global phenomenon Fortnite video game.
Aston Villa agree retail partnership with JD Sports ahead of US tour
July 22 – Aston Villa have announced JD Sports as the club’s new official retail partner on a multi-year deal which will allow the retailer to stock official Aston Villa products online and in select stores nationwide.
Bulgaria’s Krumovgrad signs Bethub for second season in top tier playing in Plovdiv
July 22 – Bulgaria’s Krumovgrad FC has signed a sponsorship contract with one of the newest entrants into the Bulgarian betting market, Bethub.
Inbet replaces Money+ as Bulgarian refs’ shirt sponsor
July 19 – The Bulgarian Football Union (BFU) has signed a sponsorship with bookmaker Inbet. The Bulgarian gaming company replaces financial firm Money + as the main sponsor of the Bulgarian football referees.
Kumho tread German brand path Eintracht Frankfurt
July 19 – Eintracht Frankfurt have agreed a three-year deal with Kumho, which will see the Korean tyre brand become the club’s official tyre partner until 2027.
Bellingham lands EA Sports FC 25 cover shot
July 18 – Real Madrid and England star Jude Bellingham, in his now iconic celebratory pose, will adorn the cover of the EA Sports FC 25 standard edition, EA Sports revealed on Wednesday.
Saints unveil crypto-casino Rollbit as shirt sponsor for Premier League return
July 17 – Premier League side Southampton, back in the top flight next season after a year in the Championship, have signed crypto casino Rollbit as the club’s shirt sponsor.
Spurs secure crypto partnership with Kraken
July 17 – Tottenham Hotspur have announced a global brand partnership with crypto platform Kraken, which will become the club’s first Official Crypto and Web3 Partner, and the Official Sleeve Partner for its Men’s and Women’s teams ahead of the 2024/25 season.
AEK Athens bring in new Lyle & Scott dress code
July 17 – Greece’s AEK Athens has signed a one-year sponsorship with British designer brand Lyle & Scott who will supply the Greek club with official clothing for the 2024/2025 season.
EFL issues RFP for rights to produce and sell documentary series
July 15 – The English Football League (EFL) has issued a Request for Proposal for interested parties to produce, distribute, and market an EFL documentary series, set to begin in the 2025/26 or 2026/27 season.
Real Madrid dominate social media rankings
July 12 – Real Madrid’s dominance of the Champions League has translated into an overhwelming lead at the top of the social media rankings over the 2023/24 season.