No more magic Wanda as Civitas takes over Metropolitano naming rights
July 20 – Atletico Madrid have sold the naming rights to its Metropolitano stadium to Civitas in a 10-year deal.
Football Marketing
Premier League looks at 3-year phase-out of shirt front betting ads, but keeping sleeve deals
July 20 – Premier League clubs look to be edging closer to agreement of voluntary restrictions on betting shirt sponsorship that they hope will satisfy UK regulators and prevent legislation banning betting and gaming sponsorship completely.
OPPO dials in for last two years of UEFA Champions League rights cycle
July 18 – UEFA has agreed a two-year global sponsorship with Chinese smartphone manufacturer OPPO, beginning with the start of the new season and ending with the 2024-24 rights cycle.
Everton’s crypto crash. Fans petition against Stake.com shirt sponsorship
July 15 – Over 20,000 Everton fans have signed a petition calling on the club to drop its crypto casino betting sponsor.
Leeds sign global etailer Wish as sleeve sponsor in one-season deal
July 15 – Leeds United have announced mobile e-commerce platform, Wish, as the club’s sleeve sponsor in a one year deal.
Liverpool to bank estimated £50m a year with extended Standard Chartered deal
July 14 – Liverpool have extended their Standard Chartered Bank shirt sponsorship deal by four years.
Schalke 04 refuel with 3-year MeinAuto.de shirt deal after Gazprom removal
July 14 – FC Schalke 04 have found a long term replacement for Gazprom as the club’s shirt sponsor, with online new car sales platform MeinAuto.de taking the position from the start of the new season.
Bella Arena and EPOS sponsor month-long FIFA esports finals
July 13 – FIFA has unveiled two national sponsors for the finals of its three FIFAe events in Copenhagen, Denmark, that start this Friday (July 14) with FIFAe World Cup 2022, and run through to July 30.
FILA return to football with Vicenza deal as first step
July 13 – Iconic Italian leisurewear brand FILA is returning to football after a 20-year gap, agreeing a three-year technical sponsorship with Italian Serie C side LR Vicenza.
Real Sociedad to become 6th LaLiga club on Socios.com’s crypto platform
July 13 – The noise around club Fan Tokens has died down recently following the cryptocurrency crash and criticism of the low tradeable values of the tokens. It hasn’t, however, stopped Real Sociedad becoming the seventh LaLiga club on the socios.com platform.
Banco Santander to drop LaLiga naming rights, new sponsor to be announced
July 12 – Banco Santander will end its title sponsorship of Spain’s LaLiga at the end of the 2022/23 season, with the two parties saying that they will instead “explore new ways of collaboration”.
Botafogo agree Blaze.bet shirt deal but kit mix-up delays start
July 11 – Brazilian club Botafogo has partnered with Blaze.bet, but the new shirt sponsor will have to wait a little longer for its exposure after a mix-up with shirts on Sunday in the match against Cuiaba.
Man City crypto partner OKX trades up with kit sponsorship
July 11 – Cryptocurrency platform OKX has become the training kit partner of Manchester City in a one season deal. OKX last week was announced as the presenting partner of Man City’s Trophy Tour 2022.
PSG tests the ground with FDJ’s ParionsSport betting brands
July 9 – Europe’s giant clubs have generally stayed clear of big betting deals, tending to run them as partnerships buried within their digital offerings. Paris-Saint-Germain are the second club to break the mould following Man City’s announcement of a partnership with 8XBet.
Leeds Astonish with vegan-approved, cruelty free training kit deal
July 10 – Leeds United, who clung on to their Premier League status last season but have since lost star midfielder Kalvin Phillips to Manchester City in a £42 million deal, have signed Astonish as the club’s the Official Training Wear Partner for the 2022/23 campaign.