UEFA issues NFT tender for national team competitions
August 11 – UEFA has issued a tender for licensing rights to NFTs for national team football competitions.
Football Marketing
LaLiga wraps up trio of sponsorship deals ahead of new season kick-off
August 10 – Ahead of the LaLiga’s kick off on Friday the Spanish have been unveiling a series of new and renewed sponsor partners.
Adidas trade on Reggae Girlz World Cup qualification to take over Jamaican kit deal
August 9 – Adidas is taking over from Umbro as the sponsor of the Jamaica Football Federation (JFF) and official kit supplier to its national teams.
Hertha Berlin build CG Elementum partnership into 3-year sleeve deal
August 9 – Bundesliga’s Hertha Berlin has signed CG Elementum as the club’s sleeve sponsor for league and cup games with immediate effect.
Brentford adds online retailer Aosom UK to sponsor roster in 2-year deal
August 9 – Premier League Brentford has added online retailer Aosom UK as an Official Cub Partner in a two-season deal.
De Bruyne scores crypto deal with Phemex
August 8 – Manchester City star Kevin De Bruyne has become the official brand ambassador for cryptocurrency exchange Phemex.
Asahi Super Dry joins CFG as global partner across Man City, Melbourne City, Yokohama and Sichuan Jinui
August 5 – Japanese beer brand Asahi Super Dry has become a Global Partner of City Football Group in a multi-year deal.
JD agrees one-year sleeve sponsorship deal with Premier League Saints
August 4 – Premier League Southampton have unveiled sports leisurewear brand JD, as the club’s Official Sleeve partner in a one-year deal for the 2022/23 season.
PSG start new partnership with Russian-linked online bookmaker 1xBet
August 3 – French club Paris Saint-Germain have partnered with online betting platform 1xBet as a regional sponsor in Africa and Asia for the next three seasons.
Man Utd connects with Qualcomm and Snapdragon in multi-year global deal
August 3 – Manchester United have signed a multi-year global partnership with Qualcomm Technologies that will focus on promotion of the company’s Snapdragon brand.
LaLiga agrees title sponsorship deal with EA Sports FC as sun sets on FIFA esports franchise
August 23 – Spain’s LaLiga has unveiled EA Sports, and it’s renamed EA Sports FC video game title, as the naming rights partner for the league once the current deal with Santander expires at the end of the 2022/23 season.
LaLiga and Premier League climb the Chinese broadcast wall
August 3 – England’s Premier League, and Spain’s LaLiga have both announced new deals in China suggesting that there may be a thawing in football relationships with the country that has pretty much closed its doors to outside football influence.
Socios.com buys $100m stake in Barca Studios as club accelerates Web3 and blockchain strategies
August 2 – FC Barcelona has sold a 24.5% stake in Barca Studios, the club’s digital content and distribution hub, for $100 million to blockchain technology provider Chiliz.com, owner of the Socios.com Fan Token and NFT platform.
Man City refuels with Gatorade partnership through to 2025
August 2 – Manchester City has renewed its partnership with Gatorade until 2025. The sports drink and nutrition brand first started working with the club in 2017 with the men’s team, adding the women’s team in 2019..
Leeds renew Boost Drinks in 3-year deal
August 1 – Premier League Leeds United have opened a new sponsorship category – Gold Tier Partner – with Boost Drinks becoming the first to take up the new designation.