Asahi Super Dry joins CFG as global partner across Man City, Melbourne City, Yokohama and Sichuan Jinui
August 5 – Japanese beer brand Asahi Super Dry has become a Global Partner of City Football Group in a multi-year deal.
Football Marketing
JD agrees one-year sleeve sponsorship deal with Premier League Saints
August 4 – Premier League Southampton have unveiled sports leisurewear brand JD, as the club’s Official Sleeve partner in a one-year deal for the 2022/23 season.
PSG start new partnership with Russian-linked online bookmaker 1xBet
August 3 – French club Paris Saint-Germain have partnered with online betting platform 1xBet as a regional sponsor in Africa and Asia for the next three seasons.
Man Utd connects with Qualcomm and Snapdragon in multi-year global deal
August 3 – Manchester United have signed a multi-year global partnership with Qualcomm Technologies that will focus on promotion of the company’s Snapdragon brand.
LaLiga agrees title sponsorship deal with EA Sports FC as sun sets on FIFA esports franchise
August 23 – Spain’s LaLiga has unveiled EA Sports, and it’s renamed EA Sports FC video game title, as the naming rights partner for the league once the current deal with Santander expires at the end of the 2022/23 season.
LaLiga and Premier League climb the Chinese broadcast wall
August 3 – England’s Premier League, and Spain’s LaLiga have both announced new deals in China suggesting that there may be a thawing in football relationships with the country that has pretty much closed its doors to outside football influence.
Socios.com buys $100m stake in Barca Studios as club accelerates Web3 and blockchain strategies
August 2 – FC Barcelona has sold a 24.5% stake in Barca Studios, the club’s digital content and distribution hub, for $100 million to blockchain technology provider Chiliz.com, owner of the Socios.com Fan Token and NFT platform.
Man City refuels with Gatorade partnership through to 2025
August 2 – Manchester City has renewed its partnership with Gatorade until 2025. The sports drink and nutrition brand first started working with the club in 2017 with the men’s team, adding the women’s team in 2019..
Leeds renew Boost Drinks in 3-year deal
August 1 – Premier League Leeds United have opened a new sponsorship category – Gold Tier Partner – with Boost Drinks becoming the first to take up the new designation.
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.
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.