Betway adds Serie A’s Bologona to club portfolio
August 20 – Betway has become the global betting partner of Serie A club Bologna.
Football Marketing
Juve partner with Prime in push for youth demographic
August 20 – Serie A’s Juventus have partnered with hydration beverage company Prime, co-founded by YouTube stars Logan Paul and KSI, which will see it become the club’s official sports drink.
Man City deliver dairy deal with Yili in China
August 20 – Premier League holders Manchester City have agreed a new regional partnership with Yili which will see the Chinese dairy products producer become the club’s official dairy partner on a multi-year deal.
Chelsea welcome events sales platform Fever as sleeve partner
August 19 – Chelsea have announced events marketing platform Fever as a Principal Partner, which will see the brand feature on the sleeve of both men’s and women’s teams for the coming season.
Linebet targets African gamblers with AS Monaco deal
August 19 – Linebet has become a regional betting partner of AS Monaco, covering Sub-Saharan Africa and the Mena region, the club confirmed.
Man City and Sony release ‘Virtual Etihad Stadium’ via FavoriteSpace app
August 19 – Premier League holders Manchester City have unveiled the ‘Virtual Etihad Stadium’ project, delivered in collaboration with Sony and utilising Sony’s new FavoriteSpace service, the first sports brand to do so.
Floki sails out of the forest for Nottingham crypto deal
August 19 – Nottingham Forest have announced cryptocurrency brand Floki as the official cryptocurrency partner of the club.
Albanian’s top club tiers return to state broadcaster in 3-year deal
August 19 – The Albanian Football Federation (FSHF) has signed a three-year TV deal with Albanian Radio Television (RTSH) for exclusive rights to the Albanian First Division (Kategoria Superiore), Second Division, Albanian Cup and Super Cup matches.
Concacaf agrees multi-year partnership with Saudi Arabia’s PIF
August 16 – Saudi Arabia’s Public Investment Fund (PIF), owner of Premier League Newcastle United and four of the leading clubs in the Saudi Pro League, has agreed a multi-year sponsorship with Concacaf.
Mozzart Bet takes OFK Belgrade naming rights as club returns to Serbian top tier
August 16 – Serbia’s OFK Belgrade, promoted to the Serbian SuperLig at the end of last season, have renewed their shirt sponsorship with bookmaker Mozzart Bet, in a deal that also sees the club change its name to OFK Belgrade Mozzart Bet.
EBU deal ensures Women’s Euros 2025 stays free-to-air
August 15 – The European Broadcast Union (EBU) has secured broadcast rights to the UEFA Women’s Euro 2025 finals, covering 34 territories.
European football club sponsorships grow by 22%, finds report
August 15 – European football saw a 22% increase in sponsorship and marketing partnerships by brands last season, a doubling of the previous season’s 11% growth.
Chivas Regal toasts new Arsenal deal with bar and pub promo
August 15 – Arsenal have announced a new multi-year partnership with Chivas Regal which will see the brand become the club’s first Official Whisky Partner ahead of the 2024/25 season, supporting both men’s and women’s teams.
Chelsea extend TMGM deal in Asia-Pacific markets
August 15 – Premier League side Chelsea have boosted their deal with forex traders TMGM with a multi-year extension which will see TMGM continue as the club’s Official Regional Online Forex and Trading Partner in the Asia-Pacific region.
Snapdragon ready to build on Old Trafford relationship
August 13 – Manchester United’s iconic Old Trafford stadium may soon sport a new name if shirt sponsor Snapdragon pursues its interest in acquiring the venue’s naming rights.