Ligue1’s Monaco renew AMP shirt sponsorship
July 3 – AS Monaco have extended their current deal with front-of-shirt sponsor AMP Monaco, signing a new agreement with the Monegasque jewellers which is penned to run until 2026.
Football Marketing
Liverpool add Husqvarna to sponsorship roster
July 3 – Premier League Liverpool have announced smart mowing and robotic technology specialists Husqvarna to its partnership family for the 2024/25 season.
Ali Koç keeps his car dealership parked on Fenerbahçe shirt
July 3 – Turkey’s Fenerbahçe have extended their main shirt sponsorship with car dealership Otokoç for another year until the end of the 2024/25 season.
Inter sign record breaking shirt deal with Betsson
July 2 – Serie A champions Inter Milan have signed a record-breaking partnership with Betsson Sport, penning a new four-year agreement they said the biggest shirt sponsorship deal in the club’s history.
Online bookie 96.com bets on a Burnley bounceback to Premier League
June 30 – Burnley, relegated from the Premier League last season, have signed a two-year shirt sponsorship deal with online casino and betting platform 96.com.
Adidas secure Argentine FA through to 2038
June 28 – The Argentine Football Association (AFA) have added 14 years to their Adidas partnership, taking a relationship that was formalised in 2001 through to 2038.
Tyremaker BKT adds 4 years to Serie B title sponsorship
June 28 – Indian tyre maker BKT has renewed its title sponsorship of Italy’s Serie B – Serie BKT – for a new four-team term starting this coming season and ending in 2028.
Hungry Wolves devour a second betting sponsor with LeoVegas deal
June 28 – Wolverhampton Wanderers have agreed a new multi-year partnership with LeoVegas Group, which will see the group’s sports betting brand BetMGM UK become the club’s official European betting partner for the next two seasons.
EFL increases media bandwidth with new renewed radio deals
June 27 – The English Football league, whose 72 clubs underpin professional football in England, have renewed its key national radio rights deal with talkSPORT for a further four years.
Wolves look to break ‘templated’ kit supply model with SUDU deal
June 27 – Premier League Wolverhampton Wanderers have stepped away from the traditional big name kit suppliers to do what they say is a “landmark deal” with sportswear brand SUDU.
FICO backs Chelsea’s US tour
June 27 – Chelsea FC have expanded their partnership with global analytics software businses FICO.
Eintracht Frankfurt to swap Nike for Adidas in 5-year deal from 2025
June 26 – Eintracht Frankfurt has ended their kit deal with Nike, switching to adidas in an initial five-year partnership starting with the 2025/26 season onwards.
Bulgarian cosmetics store looks to break into the male market with Botev Plovdiv
June 26 – Bulgarian club Botev Plovdiv has signed a partnership agreement with MyCosmetics, one of the country’s largest and most popular online cosmetics stores. The one-year contract takes effect immediately.
Liverpool’s Japan Airlines deal lifts off, first stop Philadelphia
June 25 – Premier League Liverpool have agreed a multi-year partnership with Japan Airlines (JAL) who become the club’s official airline partner.
InBev expands North American soccer presence with joint MLS/Concacaf deal for Michelob
June 24 – AB InBev brand Michelob Ultra has become the official beer of Concacaf’s club competitions in a joint deal that includes the MLS and naming rights to the Campeones Cup, played between the winner of the MLS Cup and Mexico’s LigaMX.