Serie A keeps Frecciarossa on track with Coppa Italia naming rights
July 8 – Italian train operator Trenitalia has renewed its title sponsorship of Serie A’s Coppa Italia for a further two season.
Football Marketing
MLS appoints IMG Arena to build data driven content to sell to booming bookie business
July 8 – With the deregulation of the online betting business state-to-state across the US, Major League Soccer (MLS) has appointed the bookmaker sales of IMG – IMG Arena – as its official data distribution in a deal that could net the US league $270 million, according to reports.
Man Utd agree sleeve deal with DXT and a digital transformation path
July 7 – Manchester United have signed IT and consulting services provider DXC as the club’s sleeve sponsor. DXC will also manage the club’s digital presence.
Vietnamese FA builds on success with 3-year SABECO beer sponsorship
July 7 – Vietnam has agreed a three-year sponsorship of its national teams with the country’s largest brewer Sai Gon Beer-Alcohol-Beverage JSC (SABECO).
PepsiCo launches bursaries to build female English coaching talent
July 7 – PepsiCo has joined with Women in Football, to sponsor 45 aspiring female coaches on the English FA’s ‘Introduction to Coaching’ course, with the aim of opening the door for talented women to build careers in football.
Premier League asks clubs to voluntarily phase out betting sponsors on shirts
July 7 – In a bid to wean its clubs off betting sponsors as the club’s main partners, the Premier League has asked clubs to voluntarily support phasing out shirt sponsorship over a three-year period.
Man City agrees Asian sponsosrship with 8XBet
July 5 – Manchester City has teamed up with gambling platform 8XBet as a regional sponsor in Asia.
Backing the bookies, Antwerp sign betFIRST as main sponsor
July 3 – In a controversial move, Antwerp have signed up BetFIRST as their new, headline sponsor despite the Belgian authorities’ intention to outlaw betting ads by 2025.
Konami picks up video game license and naming rights in multi-part Inter deal
July 4 – Inter Milan has agreed a deal with video gamemaker Konami that will see it become the club’s Global Football Videogame Partner, as well as being designated Youth Development Centre Partner and Training Kit Back Partner.
Serie A left with ADM in cut-price TV deal after beIN throws in the towel in frustration
July 1 – With beIN Sports pulling out of the bids for Serie A broadcast rights, the Italian league and its chief executive Luigi De Servio has awarded the rights to Abu Dhabi Media group in a deal that is less than beIN were offering before they pulled out.
Just as Serie A and beIN looked to be kissing and making up, De Servio hits self destruct
By Paul Nicholson
June 30 – Just as Serie A looked to have repaired bridges with beIN Sports for its broadcast rights in the Middle East and Africa, the league’s chief executive Luigi De Servio has surprisingly cast doubts on a potential deal brokered by AS Roma that could bring the league and the broadcaster back into alignment.
Spreadex bet on a Sunderland push for the Premier League with 3-year deal
June 30 – Sunderland, better known these days for the club’s Netflix documentary than its football performances, has named betting firm Spreadex as its main shirt sponsor in a three-season deal ending in the summer of 2025.
Qatar Airways makes a big landing on PSG shirt
June 29 – In a move that will only further fuel criticism of PSG’s reliance on Qatar-ownership related sponsorship deals, Qatar Airways has been confirmed as the club’s new shirt sponsor in a multi-year deal.
Puma laces long term AC Milan deal, adding naming rights to youth training complex
June 29 – Serie A champions AC Milan have agreed a long term extension with kit supplier Puma in what is being described as one of the biggest partnerships the club has ever signed.
High Noon for Toon with first Saudi-linked sponsorship?
June 29 – Newcastle United have confirmed Saudi Arabian-based online retailer noon.com as the club’s sleeve partner in a one-season 2022/23 deal.