Liverpool expand in South Korea with Over the Pitch retail partnership
April 29 – Premier League Liverpool have signed their first-ever retail partnership in South Korea as the club looks to expand its global profile.
Football Marketing
Unilever signs on for Copa América 2024 in US to push its personal care brands
Aril 29 – Unilever will be a first-time sponsor for Conmebol’s Copa América that will be played in the US across 14 cities from June 20 to July 14.
Juventus brings in Two Circles to drive commercial proposition
April 24 – Juventus and WPP-owned sports marketing agency Two Circles have agreed a five-year partnership to collaborate on the 36-time Italian Champions’ new commercial partnerships programme.
Man City agree digital collectible deal with Quidd
April 25 – Manchester City have agreed a multi-year partnership with digital collectible business Quidd, a subsidiary of Animoca brands, who first partnered with the treble winners in December 2020.
Romania federation gears up for further two years of Autoklass sponsorship
April 24 – The Romanian Football Federation (FRF) and Autoklass, Mercedes-Benz’s Romania dealership partner, have extend their sponsorship partnership for another two years. Autoklass began its sponsorship in 2019.
Aston Villa confirms two-season Betano shirt sponsorship
April 23 – Aston Villa have confirmed their shirt and principal partner deal with Kaizen Gaming brand Betano, worth an estimated £20 million over two seasons.
Lowe’s scores hattrick of Hispanic focussed sponsorships with Copa America, Inter Miami and Messi
April 19 – US home improvement chain Lowe’s has brought a Hispanic focus to a new sponsorship covering Conmebol’s Copa América 2024 USA, MLS side Inter Miami, and Lionel Messi.
Montenegran FA toasts extension of Trebjesa beer sponsortship
April 19 – The Football Association of Montenegro (FSCG) has extended its sponsorship contract with Trebjesa Brewery, one of Montenegro’s biggest companies.
DAZN renews LaLiga rights for Italy and Portugal with expanded content
April 18 – DAZN has renewed its broadcast rights deal with LaLiga EA SPORTS in Italy and Portugal, guaranteeing coverage of all 380 matches from the Spanish competition.
Karol G’s barbed wire insignia logo to take front of Barca shirt for El Clasico
April 18 – Colombian music artist Karol G is the next artist to benefit from Spotify’s association with FC Barcelona, as the club unveils the latest limited-edition kit ahead of El Clasico this Sunday.
Gatorade to fuel Wrexham’s rollercoaster ride up the leagues and TV ratings
April 17 – Welsh club Wrexham, made internationally famous by their Hollywood owners Ryan Reynolds and Rob McElhenney and the Netflix documentary ‘Welcome to Wrexham’, have signed Gatorade as their official sports drink three days after achieving a second consecutive promotion into the EFL’s League One, England’s third professional tier.
IMG renews EFL broadcast production deal with more matches and enhanced coverage
April 17 – The English Football League (EFL) has renewed its broadcast production partnership with IMG taking it through to the end of the 28/29 season. Within the new deal, IMG is committing to deliver a ‘major upgrade’ to the EFL’s broadcast output for the next five years.
Israeli FA signs up for Pixellot’s AI-automated video solution to stream youth games
April 16 – The Israeli Football Association (IFA) has partnered with Israeli broadcast tech business Pixellot to distribute matches from its U19 2nd division and U16 elite league.
Raiffeisen Bank uses Kosovan partnership to accelerate league’s digital transformation
April 16 – The Football Federation of Kosovo and Raiffeisen Bank, the main sponsor of Kosovo’s second tier league, have launched an educational campaign among the clubs to boost their digital footbprints and increase their images profile.
WSL stays live with Sky and BBC for 2024/25 season while TV talks on longer term deals continue
April 12 – The Women’s Super League (WSL) has agreed a one-year extension with Sky Sports and the BBC for broadcast rights to the 2024/25 season while negotiations continue for a longer term deal from 2025.