Real Madrid extend global deal with Nivea Men to 2025
September 12 – Real Madrid have added another three seasons to their sponsorship with Nivea Men, taking the partnership through to 2025.
Football Marketing
UEFA club competitions to debut on Football Manager game with 2023 edition
September 12 – Football Manager, the cult football management simulation video game, will include UEFA’s club competitions for the first time in the 2023 edition.
Man City open up training kit sleeve for LeoVegas sponsorship
September 9 – Online betting and gaming business LeoVegas Group has become a regional partner of `Manchester City in Europe and Canada.
Man Utd push Therabody global and target Indian market with DreamSetGo partnership
September 7 – Manchester United have extended their relationship with wellness technology company, Therabody into a global partnership.
Monaco to promote Peace and Sport mission on shirt back for European campaign trail
September 8 – AS Monaco are partnering with charity Peace and Sport whose logo will appear on the back of the club’s first team’s shirts in European Cup matches.
DAZN build platform in women’s game with €35m acquisition of Primera rights
September 7 – Streaming giant DAZN has acquired the rights to Spain’s women’s Primera Division in a €35 million global, five-season deal.
FIFA upgrades its Fan Festival format for Qatar 2022 and opens it for global licensing
September 7 – FIFA has released plans for its new-look World Cup fan park – FIFA Fan Festival – that will rolled at Qatar 2022 in Al Bidda Park, Doha, and in 2023 at venues across Australia and New Zealand.
LaLiga and Galaxy Racer to set up JV to target MENA and €3bn in revenue
September 6 – Spain’s LaLiga has agreed a pathway to a 15-year joint venture with Dubai-based Galaxy Racer (GXR),that is aimed to accelerate presence across the Middle East and North Africa (MENA) region and Indian subcontinent, targeting €3 billion in revenue over the period.
Sweet deal: Cadbury extends sponsorship of Australia’s Matilda’s though to 2026
September 6 – Football Australia have renewed confectionery brand Cadbury as an Official Partner of the national women’s team, the CommBank Matildas, for a further four-years until 2026 – taking them through the home hosting of the women’s World Cup.
Turkish Airlines land Champions League deal as groups kick off on road to Istanbul
September 5 – Turkish Airlines has become a UEFA’s Champions League partner in a one-season deal that will culminate with the final in Istanbul.
FIFA set for blockchain launch of World Cup digital collectibles this month
September 4 – FIFA will launch its range of official digital collectibles later this month, starting with a series of World Cup ‘moments’ from the men’s and women’s finals.
Adidas gears up for 2022 finals with Argentina, Germany, Japan, Mexico and Spain kit launches
September 2 – Adidas has unveiled the kits for the five national teams it sponsors – Argentina, Germany, Japan, Mexico and Spain – that will be worn at the World Cup later this year in Qatar.
Touching greatness. Man City extend Inspiresport deal
September 2 – Manchester City have extended their partnership with youth sports tour provider Inspiresport for a further unspecified term but to now include the North American market.
After 2-year gap, BeIN and Bundesliga patch up differences for new MENA rights deal
September 1 – After a gap of two seasons, Germany’s Bundesliga will return to beIN Sports screens in a three-year deal starting this weekend.
Socios and Argentine FA leave past quarrels behind with new deal to 2026 World Cup
September 1 – The Argentine Football Association (AFA) has confirmed Socios.com will continue as exclusive providers of the official $ARG Fan Token until at least 2026, despite the two partners falling out in a legal dispute over rights in January.