AS Monaco add Bang & Olufsen as back-of-shirt sponsor
August 2 – France’s Ligue 1 giants AS Monaco have announced Danish luxury audio brand Bang & Olufsen as the newest member of their premium partner family.
Football Marketing
Adidas agree £900m+, 10-year renewal with Man Utd
August 1 – Manchester United have announced a 10-year extension to its partnership with Adidas worth almost £1 billion.
Roma go regional with 678.com deal
August 1 – Italian giants AS Roma have announced a new regional sponsorship with Asia-targeted betting site 678.com.
Ukraine’s Dynamo Kyiv kicks off season with VBET as new shirt sponsor
July 31 – Ukraine’s Dynamo Kyiv has replaced online bookmaker FAVBET with another online bookmaker, VBET, as the club’s main sponsor in a one-year deal.
EA and Premier League combine with US Soccer Foundation for NJ mini-pitch
July 31 – The Premier League and EA Sports have teamed up with the US Soccer Foundation to build a state-of-the-art mini pitch in their latest effort to provide community access to football.
Bundesliga targets boost in US fan engagement with Minute Media deal
July 27 – Germany’s Bundesliga have struck a partnership with digital publisher Minute Media in an effort to increase fan content and engagement in the United States.
Stats Perfom adds Swiss league to official data provision portfolio
July 27 – The Swiss Football league (SFL) has chosen Stats Perform as its official data partner in a three-season deal that will run into 2026 and boost the league’s real time statistics and visual data content for fans.
Belgian lottery renews Lotto Park naming rights with Anderlecht
July 25 – The Belgian national lottery – Nationale Loterij – has renewed its club sponsorship of RSC Anderlecht including the naming rights to the stadium.
Albanian FA tenders domestic broadcast rights for next three seasons
July 25 – The Albanian Football Federation (FSHF) has issued a tender for the sale of the TV rights to the First League, Second League, the Super Cup and the Albanian Cup tournament.
Polish bookie STS moves into club market with two new deals
July 25 – Polish bookmaker STS has agreed new sponsorships with Polish clubs Korona Kielce and GKS Katowice.
England’s Earps gets shirty over Nike’s lack of goalkeeper jerseys
July 21 – England goalkeeper Mary Earps says she is hurt and disappointed that fans cannot buy a replica of her shirt for the second tournament running.
Premier League partners with Destination Sport for delivery of Summer Series in US
July 21 – With Premier League clubs head for the East coast of the US for pre-season friendlies as part of the Premier League Summer Series, Destination Sport Travel Group has announced a new partnership with league for its sport travel brand Sportsbreaks.com.
Skin in the game. Estée Lauder targets China with Man Utd deal
July 21 – Manchester United have signed a regional sponsorship with Estée Lauder, focusing on the club’s fanbase in China and the Asia Pacific region.
AEK renews online retailer CAR.gr for a further two years
July 20 – Greek champions AEK Athens have extended their back-of-shirt sponsorship with CAR.gr for a further two years.
MSC Cruises docks on AC Milan’s sleeve
July 20 – MSC Cruises have picked up the sleeve patch of AC Milan’s shirt in a multi-year deal that will start this weekend when AC Milan meet Real Madrid at the Rose Bowl in Los Angeles as part of the Soccer Champions Tour 2023.