Liverpool renew Nivea Men in three-season deal
August 19 – Premier League Liverpool and Nivea Men have another three years to their sponsor partnership that began in 2015.
Football Marketing
LA Galaxy renew MLS’s longest running shirt sponsorship with 5-year extension
August 18 – LA Galaxy have agreed a “multi-year renewal” of their Herbalife Nutrition shirt sponsorship, the longest running main partner deal in the MLS.
beIN renews EFL deal for two years, buying rights to 1,600+ matches
August 17 – beIN Sport has renewed rights to the English Football League’s (EFL) three divisions, play-offs and Cup competition in a two-season deal.
JD Sports debuts in Spain with Real Valladolid sleeve deal
August 17 – Sports leisurewear brand JD Sports is taking its first sponsorship steps in Spanish football, becoming the sleeve sponsor of LaLiga’s Real Valladolid.
Minamino opens door to Monaco’s Casino Secret deal
August 17 – Building on the signing of Japanese striker Takumi Minamino, AS Monaco have unveiled a regional partnership with Casino Secret, who become the club’s new Official Online Gaming Partner in Japan.
BeIN and Twitter partner for World Cup content push
August 16 – Broadcaster BeIN Sports has partnered with social media platform Twitter to share content during the World Cup in November and December.
Erling Haaland gets his own Premier League TV deal
August 15 – Streaming operator Viaplay Group has announced a multi-year deal with Manchester City striker Erling Haaland.
Hexed. Barnsley end cryptocurrency shirt sponsorship just a week into the deal
August 12 – Barnsley have removed hex.com as shirt sponsor following complaints by the club’s fans.
Inter launch channel on ad-supported streaming platform Recast
August 11 – Inter Milan have become the latest of Europe’s big clubs to launch a channel on micro-payment free streaming platform Recast.
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.
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.