Spain’s SD Eibar highlight legacy and stadium usage with new museum opening
December 12 – Second-tier Spanish side SD Eibar has tapped into the Boost La Liga funding initiative to open an all-new museum exhibition inside the club’s stadium.
Football Marketing
Messi’s Inter Miami rack up the air miles with pre-season Hong Kong stop added to El Salvador match
December 11 – Lionel Messi and Inter Miami didn’t make manage to make it to Asia for a close season lap of China, but they are now planning a pre-season Far East trip with the first announced fixture being against a Hong Kong XI in February.
Liverpool rolls out the barrel with a 10-year Carlsberg extension
December 8 – Liverpool FC has extended its long-term partnership with Carlsberg, which will see the Danish Brewer remain the Reds’ Official beer until the end of the 2033/34 season.
Standard Chartered gives over Liverpool shirt sponsorship to its ‘Futuremakers’ initiative
December 8 – Liverpool will mark the return of the philanthropic ‘Futuremakers’ programme in collaboration with lead sponsor Standard Chartered, in the third annual effort to aid disadvantaged children worldwide.
New Balance target Brazil with São Paulo kit deal
December 7 – Brazilian Serie A side São Paulo has signed with New Balance which will see the sportswear manufacturers become the three-time Club World Cup champions’ official kit supplier for both men’s and women’s teams effective from January 2024.
UEFA breaks new ground with multi-brand Euro 2024 sponsorship with Unilever
December 6 – UEFA has secured a first-time partnership with FMCG giant Unilever with sponsorship activation during Euro 2024 for its personal care and nutrition brands.
Premier League agrees record £6.7bn for UK broadcast deals with Sky, TNT and BBC
December 5 – The Premier League has agreed a new record £6.7 billion domestic television deal with Sky Sports and TNT Sports to show up to 270 live games a season, replacing the current £5 billion deal which runs until 2025.
Newcastle opens doors to e-commerce delivery platform InPost
December 5 – Newcastle United have welcomed InPost to its growing partnership roster, with the club announcing a multi-year deal with the e-commerce delivery platform.
PAOK threatens Greece’s ERT after broadcaster goes dark on them in favour of Olympiakos and Panathinaikos
December 5 – Greece’s PAOK Thessaloniki have sent an angry letter to Greece’s public broadcaster complaining of ERT’s decision not to broadcast live PAOK’s Conference League match against Eintracht Frankfurt on 30 November 2023.
Norwich heat up sponsorship partners with return of Colman’s
December 5 – English Championship club Norwich City have returned condiment producer Coleman’s (famous for its English mustard) to its official club sponsorship roster, with the first activation of the partnership being a ‘Bring the Heat’ campaign set to take place over the club’s festive fixtures.
Infantino tells EBU members they need to pay more for women’s TV rights
December 1 – FIFA president Gianni Infantino has stressed the need for broadcasters to pay “a fair price” for the commercial rights to women’s football.
Arsenal tread new global sponsorship routes with ZC Rubber
December 1 – Arsenal has announced a new global partnership with ZC Tyres in a deal that will see the Chinese tyre manufacturer join the Premier League leaders’ extensive partnership roster as its Official Global Tyre Partner.
Nissan partners with Man City charity as equality, diversity and inclusion partner
December 1 – Manchester City’s charitable arm, City in the Community, has unveiled Nissan as its first Official Equality, Diversity, and Inclusion Partner.
UEFA agree Euro 2024 bookmaker deal with Betano
November 30 – Following in the footsteps of FIFA, UEFA has teamed up with Betano, who will become the European confederation’s betting partner for Euro 2024.
KC Current unveils naming rights sponsor of training centre
November 29 – NWSL side Kansas City Current has announced The University of Kansas Health System as the club’s Official Healthcare Provider, effective at the start of the 2024 season.