Brentford unveil Gtech as stadium naming rights partner
July 29 – Premier League Brentford have unveiled Grey Technology Limited (Gtech), as the naming rights sponsor of their stadium in a 10-year deal.
Football Marketing
De Walt takes Bournemouth sleeve in one-season deal
July 28 – AFC Bournemouth, returning to the Premier League after two seasons in the Championship, have secured a one-season sleeve sponsorship with power tool manufacturer DeWalt.
Man Utd expands Sportsbreaks.com deal to bring more US and Canadian fans to Old Trafford
July 28 – Manchester United has expanded its year-old partnership with Sportsbreaks.com to focus on North America and market official ticket and hotel packages to Manchester United fans in the US and Canada.
Aston Villa go local with Homserve partnership
July 28 – Aston Villa has announced locally-based businesss Homeserve as a new club partner.
Man City go live with Recast Channel and micro-payment revenue model
July 27 – Micro-payment streaming platform Recast has launched a Manchester City channel that is available globally and kicked off with the club’s friendly against Bayern Munich last weekend in Green Bay.
EA Sports signs Juventus in multi-year deal as FIFA franchise draws to a close
July 25 – Juventus is returning to EA Sports’ FIFA games for the FIFA 23 edition, leaving rival Konami’s Pro Evolution Soccer video game where the club has been exclusive for the past three years.
Fulham bank W88 shirt sponsor cash ahead of Premier League vote on betting sponsorships
July 26 – Fulham have squeezed in a one-year shirt sponsorship deal with online betting firm W88. The agreement comes ahead of an expected pact within the Premier League clubs to phase out betting company shirt front advertising in a bid to win favour with UK regulators ahead of the review of gambling laws.
Sea-gull times its landing on Grasshopper Zurich shirt with global push
July 26 – In the Swiss equivalent of taking coal to Newcastle, Chinese watch brand Sea-gull has taken the shirt sponsorship of Swiss top tier Grasshopper Club Zurich.
Sorare signs Serie A to NFT-driven player card fantasy game
July 25 – Fantasy football game Sorare has added Italy’s Serie A to deals it holds with Spain’s LaLiga, Germany’s Bundesliga and the MLS in the US, to release non-fungible token (NFT) player cards for the coming 2022-23 season.
Shirt off their backs. Supply chain issues leave English clubs struggling to get kits on sale
July 25 – Fewer than half of the 92 English Premier League and Football League clubs have both their new home and away kits available to buy online ahead of the season because of supply chain issues, according to the BBC.
Man City re-supplies its cyber war defenses with Acronis renewal
July 25 – Manchester City has renewed its partnership with cyber protection specialist Acronis.
Real Madrid signs 3-year global sponsorship with Cantabria Labs
July 22 – Real Madrid have agreed a three-year partnership with skincare brand Cantabria Labs that covers the club’s men’s and women’s teams.
Saran Media lines up full LaLiga TV package for S Sport platforms
July 21 – Turkish media company Saran, who had secured the Turkish SuperLig roghts only to have them stripped and returned to late and higher bidding beIN Sports/Digiturk, have secured LaLiga rights.
FC Dallas in hunt for new shirt sponsor as post-covid rethink forces MTX out 5 years early
July 21 – MLS side FC Dallas, who play in Frisco, are looking for a new shirt sponsor following the cancellation of a seven-year deal with MTX, a local technology transformation company.
Serie A and OneFootball to launch 1,300-strong ‘digital moments’ collection
July 20 – The cryptocurrency crash undoubtedly slowed the growth of blockchain-based sports marketing opportunities like Fan Tokens and NFTs but a new agreement between OneFootball and Italy’s Serie A is proof of life that the digital platforms could still come roaring back.