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.
Football Marketing
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.
Aston Villa gears up for Champions League season with SeatGeek extension
June 21 – Champions League-bound Aston Villa have extended their partnership with SeatGeek, which will see them remain the Birmingham club’s Official Primary Ticketing Partner for both men’s and women’s teams.
Mediapro agrees handover of OneSoccer channel to Canada’s Timeless
June 19 – Canada Soccer is moving on from its previous media partner Mediapro following a settlement with Canadian Soccer Business (CSB) to the legal action filed in January 2024 with the Ontario Superior Court of Justice.
VIVO dials in for Euro 2024 with smartphone storytelling campaign
June 18 – Vivo has continued its big tournament sponsorship with its V3 smartphone unveiled as the official smartphone of Euro 2024. Vivo also sponsored the 2022 FIFA World Cup.
Wolves sign online bookie DEBET to shirt front in record 2-year deal
June 14 – With the window of betting company sponsorships on Premier League shirt fronts rapidly closing, Wolverhampton Wanderers have become the latest club to cash-in with a two-year deal with DEBET.
Man City sustain their net zero challenge with JinkoSolar deal
June 14 – Manchester City have agreed a multi-year global partnership with JinkoSolar, a leading globalphotovoltaic and energy storage system supplier.
Albanian FA adds two national team sponsors ahead of Euro 2024 start
June 14 – The Albanian football federation (FSHF) has signed two new sponsorship deals on the eve of Euro 2024.
UEFA puts its referees up for sale
June 13 – UEFA is opening up a new sponsorship programme centred on commercialising its referees across all its competitions.
AFC secures major Indian streaming deal with FanCode
June 13 – India may have crashed out of AFC World Cup qualifying for 2026, but the second largest country in the world has a growing appetite for football and the confederation is keen to harness its vast population in the regional game.
Spurs super charges its sponsorship with bp pulse and Castrol deal
June 13 – Premier League Tottenham Hotspur have announced BP brands bp pulse as Official EV Charging Partner of Tottenham Hotspur Stadium and Castrol as Official Partner of both the men’s and women’s teams.
Macedonian FA drafts Komercijalna Banka for further 3 years
June 13 – The Macedonian Football Federation has signed a new three-year sponsorship deal with Komercijalna Banka.
Romanian FA is first to join FIFA Collect’s NFT platform
June 10 – The Romanian Football Federation (FRF) is the first national association to sign a partnership agreement with Modex and FIFA Collect platform.
Comical: Canadian Premier League meets Marvel for series of Super Hero days
June 9 – Comic-turned-TV brand Marvel is teaming up with the Canadian Super League (CPL) for a series of Marvel Super Hero Days during the 2024 regular season.
Bookmaker William Hill agrees 5-year title sponsorship of SPFL’s four divisions
June 7 – Bookmaker William Hill will become the title sponsor of all four SPFL (Scottish Professional Football League) divisions from the start of next season in a record-breaking, five-year deal.