Betsson picks up naming rights sponsorship to Greek Cup
January 11 – The Hellenic Football Federation (EPO) has agreed a naming rights deal with online gambling company Betsson for the Hellenic Cup.
Football Marketing
Corinthians signs record £59.8m shirt sponsorship with VaideBet
January 9 – Brazilian giants Corinthians have signed a record R$370m (£59.8 million) shirt sponsorship deal with VaideBet.
CAF relief as Sky agrees last minute broadcast deal for AFCON
January 9 – With just five days to go before the kick off the African Cup of Nations in the Ivory Coast, the UK’s Sky Sports have signed a broadcast agreement.
Turks tender TV rights for new 3-year Super Lig cycle
January 5 – The Turkish Football Federation (TFF) has launched a tender for the broadcasting rights for the matches of the country’s top two football leagues – Super Lig and First Lig for the next three seasons.
Pixbet agrees record shirt sponsorship with Flamengo
January 5 – Betting operator Pixbet has expanded its partnership with leading Brazilian club Flamengo with a new two-year shirt sponsor deal.
Chelsea return to the crypto market with £10m BingX sleeve deal
January 5 – Premier league Chelsea have agreed a sleeve sponsorship with cryptocurrency firm BingX.
Generation adidas International continues journey but under new name
January 4 – Generation adidas International, owned by sport development tour business inspiresport (part of the Destination Sport group), has agreed a multi-year extension of its adidas partnership, but as part of the deal will be dropping ‘adidas’ from its company name.
Brazil’s Sao Paulo secure record naming rights deal for the MorumBIS Stadium
January 3 – Brazil’s São Paulo has closed a R$ 25 million ($5 million) a year naming rights deal with confectionery giant Mondelez and its BIS chocolate brand.
Spanish FA partners with Stage Front to boost its national team hospitality experience
January 2 – US hospitality specialists Stage Front have been appointed as Official Global Event and Hospitality Partner of the Spanish National Team, which covers the World Champion women’s team as well as the men’s team that will be competing at this summer’s Euros in Germany.
UK government wants Premier League to cut the volume of gambling ads
December 21 – The UK government’s Culture, Media, and Sport Committee is urging the Premier League and sports governing bodies to slash the volume of gambling ads within stadiums to protect children from exposure to betting logos and subsequent gambling.
Man City agree multi-year deal with Kellogg’s
December 19 – Manchester City has agreed a multi-year partnership with Kellogg’s that will see the cereal brand become theClub’s Official Breakfast Cereals partner for both the men’s and women’s first teams.
FIFA stick with Panini deal through to 2030
December 15 – FIFA and Panini have extended their long-standing licensing and sponsorship partnership in a deal which will see the global brand remain FIFA’s exclusive partner for official stickers, trading cards, trading-card games and digital collectibles.
Messi’s 2022 World Cup shirts auctioned for $7.8m
December 15 – Lionel Messi’s set of six match-worn shirts form the 2022 FIFA World Cup has sold for a record-breaking $7.8 million at an auction hosted by Sotheby’s in New York.
Ronaldo joins $40m fundraising for launch of Strikerz new UFL video game
December 14 – Al Nassr’s Cristiano Ronaldo has joined a group of investors committed to invest more than $40 million into development of a new, free-to-play football game UFL, with lofty ambitions to improve the way football fans interact with the world of gaming.
Liverpool bring in Orion to lead on digital development
December 13 – Premier league Liverpool have signed a multi-year deal with Orion Innovation, which will see the global technology and digital transformations firm become the club’s official digital transformation partner.