North Macedonia’s Vardar Skopje secures €1m of funding from gaming firm Novomatic
July 10 – North Macedonia’s most successful club Vardar Skopje, has signed a sponsorship deal with Austrian gaming company Novomatic.
Football Marketing
Recast raises $5m to develop digital content monetisation platform
July 10 – Recast, the micro payment monetisation platform for streamed media, has closed a $5 million funding round with US-based venture capital firm Morpheus Ventures taking the lead, with additional investments from former Manchester United CEO Ed Woodward’s Airstream Ventures, and Cooley.
Coca-Cola trade up sponsorship at Napoli to include training kit
July 9 – Serie A’s Napoli have confirmed Coca-Cola as the club’s Global Training Kit Partner, taking over from eBay.
Chelsea agree 4-year hotels sponsorship with Singapore’s Ascott
July 9 – Chelsea have announced a new multi-year partnership with Singapore-based hospitality group Ascott.
Crypto-based gaming platform takes Leicester City shirt front
July 8 – Leicester City, returning to the Premier League next season after a year in the Championship, have agreed a multi-year principal partnership with online gaming platform BC.Game.
Tani to give U17 Women’s World Cup teams a Dominican Republic welcome
July 8 – Tani, the mascot for the U-17 Women’s World Cup 2024 in the Dominican Republic, has been unveiled with 100 days to go until the tournament begins.
BPER expands Inter sponsorship with training centre naming rights
July 7 – Inter Milan are moving swiftly under their new ownership and have renewed their sponsorship with bank BPER for a further two seasons and added naming rights to the club’s training centre.
Chelsea Women dial in Three, Crystal Palace women deliver TEN
July 4 – Chelsea Women have signed their first training kit sponsorship deal with Three, marking the inaugural women-specific deal as part of a repositioning of the club’s commercial strategy.
Spurs complete hattrick of BetMGM Premier League sponsorships
July 4 – Tottenham Hotspur have signed a multi-year partnership that will see BetMGM take over from struggling Getir as the front of training wear partner for the club’s men’s team.
Italy’s Serie A gets moving with Enilive title sponsorship
July 4 – Italy’s Lega Serie A has unveiled its new logo incorporating title sponsor Enilive for the first time.
Barca put cash before conscience with 1XBET sponsorship renewal
July 3 – FC Barcelona have extended their deal with 1XBET, which will see the controversial online casino continue as the club’s Global Partner and Official Betting Partner until June 2029.
Ligue1’s Monaco renew AMP shirt sponsorship
July 3 – AS Monaco have extended their current deal with front-of-shirt sponsor AMP Monaco, signing a new agreement with the Monegasque jewellers which is penned to run until 2026.
Liverpool add Husqvarna to sponsorship roster
July 3 – Premier League Liverpool have announced smart mowing and robotic technology specialists Husqvarna to its partnership family for the 2024/25 season.
Ali Koç keeps his car dealership parked on Fenerbahçe shirt
July 3 – Turkey’s Fenerbahçe have extended their main shirt sponsorship with car dealership Otokoç for another year until the end of the 2024/25 season.
Inter sign record breaking shirt deal with Betsson
July 2 – Serie A champions Inter Milan have signed a record-breaking partnership with Betsson Sport, penning a new four-year agreement they said the biggest shirt sponsorship deal in the club’s history.