Inter and Nike extend 25-year kit deal
July 10 – Nike has extended its 25-year deal with Serie A’s Inter Milan.
Football Marketing
LaLiga lands Iberia sponsorship for Latin America
July 8 – Spain’s national airline Iberia, will be an official sponsor of LaLiga from the start of the 2023/24 season in a deal that focusses on Latin America.
FBS switches to Leicester City training kit as club works on Premier League bounce back
July 8 – Having announced the return of King Power to their front of shirt sponsorship position, replacing FBS, Leicester City have now unveiled FBS as the club’s Official Trainingwear Partner.
LaLiga launches ‘transformative’ EA strategic partnership, starting with renamed leagues
July 7 – LaLiga, having unveiled its rebrand, has now formally launched its strategic partnership with Electronic Arts, a five-season deal that the Spanish league says will be transformational.
Asahi Super Dry 0.0% takes front of Man City training kit
July 4 – Manchester City has unveiled Asahi Super Dry 0,0%, as the Club’s Official Training Kit Partner, featuring on the front of all training wear for the 2023/24 season.
Croatia’s NK Osijek sells new stadium naming rights to Opus
July 7 – Croatia’s NK Osijek has sold the naming rights of its new 13,500-capacity stadium to Hungary’s Opus Global.
King Power returns to front of Leicester City shirts
July 3 – Premier League relegated Leicester City have returned to King Power for their front of shirt sponsors for their Championship campaign. The Thai business is also the naming rights sponsor of the club’s stadium.
Crypto creep. OKX adds Man City sleeve to its club assets
July 1 – Crypto exchange OKX has expanded its sponsorship of Manchester City to include the left sleeve of both themen’s and women’s first teams.
Albanian FA cancel Over Sport TV contract and sues for damages
June 30 – The Albanian Football Federation (FSHF) has terminated its TV broadcasting contract with the Over Sport which owned the rights for First and Second tier of Albanian football, as well for Albanian Cup and Supercup.
Netspend carded as inaugural Leagues Cup sponsor
June 29 – Financial services business Netspend has agreed a ‘multi-year’ sponsorship of the new Leagues Cup competition that kicks off July 21 and runs through to August 19.
Bulgaria’s CSKA 1948 enter digital tech space with Ammer
June 29 – Bulgaria’s CSKA 1948 have agreed a deal with the Swiss company Ammer Technologies to build a digital fan token and NFT’s as part of a broad ranging digital technology partnership.
Qatar Airways takes flight. Bayern fans wave them off
June 29 – Following a persistent fan protest, German giants Bayern Munich have decided against renewing their sponsorship deal with Qatar Airways.
Fulham and Burnley go all-in with SBOTOP and W88 in advance of gambling ad ban
June 28 – Premier League clubs are taking full advantage of the time lag between next season and the implementation of a ban on shirt sponsorship from betting operators from the start of the 2026/27 season.
Monaco add Roche Bobois partnership as look for a better finish
June 28 – AS Monaco has signed a one-season sponsorship with high-end French furniture and decoration brand withRoche Bobois.
Galatasaray renew SIXT shirt sponsorship in 5-year €100m deal
June 28 – Turkey’s Galatasaray have renewed their shirt sponsorship deal with SIXT Rent a Car for a further five years.