Liverpool extend AXA sponsorships for a further five seasons
April 30 – Liverpool FC have extended their long-term partnership with insurance giant AXA until 2029.
Football Marketing
Burnley partners with young player scouting and funding app Nordensa
April 30 – Premier League Burnley have announced an agreement with football talent platform Nordensa, which allows fans to discover and financially support trials of young talent from across the world via an app.
DAZN fury at ‘slanderous’ DFL statement over rights payments
April 29 – DAZN has responded furiously to a German Football League (DFL) statement on the tender process and the award of broadcast rights to Sky Germany, amid a dispute with DAZN over delayed payments on the existing contract and negotiations for the Bundesliga rights cycle for 2025-2029.
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.
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.