Parimatch add Nottingham Forest to Premier League sponsorship roster
September 4 – Premier League club Nottingham Forest have announced a new partnership with online gambling operator Parimatch who become the club’s official UK betting partner.
Football Marketing
MNC renews rights for AFC’s national team and expanded club competitions
September 4 – Indonesia-based MNC Group has renewed its media rights partnership with the Asian Football Confederation (AFC) via its PT Media Nusantara Citra Tbk (MNC) broadcast division for the 2025-2028 commercial cycle.
Rapidly growing SportyBet punts on regional deal for Africa with LaLiga
September 4 – Fast-growing African online betting business SportyBet has agreed a multi-year sponsorship with LaLiga, adding to the Spanish leagues regional betting deals with M88 in Asia and RushBet in South America.
Lidl signs up for Europa and Conference League 3-year sponsorship cycle
September 3 – German food chain Lidl has expanded its relationship with UEFA becoming an official global sponsor of the Europa League and Conference League for the three-season cycle starting 2024/25 and ending with the 2026/27 season.
Kaizen Gaming brand Stoiximan adds Cyprus League naming rights to CFA sponsorships
September 3 – The Cyprus Football Association has deepened its relationship with betting brand Stoiximan with a three-season naming rights sponsorship for it top-tier league which will now be called the Cyprus League by Stoiximan.
Hummel warm to kit deal with Greenland as they chase Concacaf membership
September 2 – Hummel has entered into a new four-year agreement with the Football Association of Greenland which will see the Danish sportswear brand produce and design the nation’s kits until 2028.
PSG toast Pernod Ricard’s first taste of football sponsorship
September 2 – Pernod Ricard has unveiled a global partnership with Paris Saint-Germain, marking the first collaboration of its kind for the spirits and wine giant.
Kaizen Gaming goes all-in with UEFA for Europa and Conference Leagues with Betano brand
August 29 – Kaizen Gaming has deepened its relationship with UEFA, agreeing a three-year sponsorship for its Betano online bookmaker brand for the Europa League and UEFA Conference League.
MSC push the boat out for another 3 years with Chelsea
August 29 – MSC Cruises has extended its partnership with Chelsea that covers both the men’s and women’s teams for a further three years.
Dortmund take $10m blockchain step with BlockDAG
August 29 – Blockchain tech leader BlockDAG has agreed a $10 million partnership with Bundesliga’s Borussia Dortmund.
Man City and EA Sports extend 13 year partnership for a fifth term
August 27 – Manchester City and EA Sports have agreed a multi-year renewal of their partnership, first signed in 2011, and now going into its fifth term. It is a partnership that has evolved into more than just image rights over the years to embrace a pro e-sports team as well as separate content generation.
Inter Milan go crypto with Gate.io sleeve sponsorship
August 27 – Inter Milan have debuted cryptocurrency exchange Gate.io in a one-season sleeve sponsorship.
Ronaldo proves to be a bigger draw than FIFA, Real Madrid and the Premier League
August 23 – After becoming the fastest user to reach a million subscribers on YouTube with his new-launch channel – less than the duration of a football match after going live on Wednesday – Al Nassr and Portugal forward Cristiano Ronaldo has already eclipsed major entities such as FIFA, Real Madrid and the Premier League.
Romanian federation offers blockchain-based VIP promo to national team fans
August 23 – The Romanian Football Federation (FRF) has put on sale three levels of VIP cards for supporters of the country’s national team, each level containing difference special privileges.
Brentford on the road with expanded Destination Sports deal
August 23 – Premier League side Brentford has joined Destination Sport Group’s growing roster of Premier League partnerships after penning a multi-year deal with the sports travel agency.