Botafogo land 3-year shirt sponsorship with VBET
January 14 – Brazilian giants Botafogo have announced a landmark partnership with online sports betting brand VBET as their new main shirt sponsor in a three-year agreement.
Football Marketing
German FA renews Coca-Cola sponsorship and styles up with Marc O’Polo fashion brand
January 1 – The German Football Association (DFB) has unveiled a new multi-year partnership with Scandinavian clothing brand Marc O’Polo, naming it the official fashion partner for its men’s and women’s senior and under-21 national teams.
The Barca/Miami roadshow head deep into the Americas with pre-season schedule
January 13 – Inter Miami who caused a rumpus last year during pre-season when Lionel Messi was a no-show in Hong Kong, are on the road again playing games in North, Central, and South America.
Concacaf launches tender for betting sponsor
January 10 – Betting in football is a fact of life and the cost of doing business. In the club game, sponsorship is attached to almost anything that is within eyesight, however, the international game has been relatively immune until recently when both FIFA and UEFA agreed spnosrships with Betano and Bet365.
PSG gets crypto-cuddly with Bitpanda
January 10 – French champions Paris Saint-Germain have announced a partnership with Austrian crypto platform Bitpanda.
Red Bull’s wings land at Atletico Madrid
January 10 – Energy drinks are one of the unquestioned drivers of sponsorship in sports, with Red Bull often leading the way. They have further cemented that reputation by joining forces with Spanish powerhouse, Atlético de Madrid, becoming the official energy drink of the club until June 2027.
Emirates lands Galacticos-branded aircraft in Jeddah for start of Spanish Super Cup
January 9 – Current UEFA Champions League and La Liga holders Real Madrid are flying high in more ways than one after Emirates, the Official Main Partner of Real Madrid, revealed a special livery on one of its Boeing 777 aircraft.
Mitre bring-in limited edition winners balls for FA Cup
January 9 – British football brand Mitre, the official ball supplier of the Emirates FA Cup & Adobe Women’s FA Cup, has introduced limited-edition winners’ balls for the first time.
Disney buys FuboTV with new sports streaming channel on the agenda
January 8 – In a streaming shake-up, Disney has acquired a majority stake in FuboTV with Hulu + Live TV to combine forces in the market.
New Balance to return to Serie A next season with Atalanta kit deal
January 9 – New Balance is set to re-enter top-flight Italian football after securing a multi-year kit supply deal with UEFA Europa League champions Atalanta.
Argentina FA adds BGH to sponsorship roster through 2026 World Cup
January 2 – The Argentine Football Association (AFA) has announced a new regional sponsorship agreement with air conditioning company BGH, marking another strategic partnership as the national team gears up for the 2026 World Cup.
Euro 2024 tops ranking of world’s most streamed sports events in 2024, beating Paris Olympics
January 2 – UEFA’s Euro 2024 championships were the most streamed sports event in 2024, with a cumulative global audience of more than 5 billion globally, comfortably beating the 2024 Paris Olympics that was streamed by more than 3 billion.
Fox out in the cold as Netflix grab rights to 2027 and 2031 Women’s World Cups
December 23 – FIFA and Netflix have inked a deal for the exclusive rights in the US to the 2027 and 2031 Women’s World Cups, marking another significant streaming deal for a major tournament.
Elitbet mops up club sponsorships outside Bulgarian top tier
December 23 – Bulgaria’s Etar Veliko Tarnovo has signed a sponsorship agreement with the betting company Elitbet. The contract between the two parties is for two years.
Belgian Pro League agrees reduced DAZN TV deal and ponders new format discussion
December 20 – In a significant drop from the previous rights agreement, the Belgian Pro League and DAZB have signed a new five-year deal, worth €84,2 million. The reduction in broadcast fees has prompted clubs to talk about a review of the currrent league format.