Engelbert Strauss tries EURO 2024 for size
October 9 – Workwear brand Engelbert Strauss has expanded its sponsorships at UEFA to become the official workwear partner of the men’s Euros 2024 in Germany.
Football Marketing
Adidas’ new Algerian kit crosses too many cultural boundaries, says Morocco
October 4 – A new kit unveiled by Algeria’s national team has drawn the ire of arch-rivals Morocco who have asked for it to be pulled.
AC Milan and MonkeyLeague breed a new kind of NFT partnership
September 26 – AC Milan has struck a deal with strategy-based football game MonkeyLeague becoming the club’s new NFT Gaming Partner.
Sorare trades up with Liverpool
September 23 – Football fantasy game and digital player card business Sorare has expanded its deal with Premier League Liverpool, becoming an official global partner.
Football Australia agrees naming rights deal with Subway for Socceroos
September 22 – Football Australia has agreed a three-year sponsorship deal with Subway who will become the naming rights partner of the men’s national teams, the Socceroos.
Man City renew LED board deal with Unilumin
September 21 – Manchester City has renewed its global partnership with Chinese LED display solutions provider Unilumin.
Fanatics expands UEFA retail deal into e-commerce and licensed product
September 20 – UEFA has agreed an expanded e-commerce, event retail and licensing deal with Fanatics for the confederation’s national team football competitions. No value was given for the agreement which was described as “long term”.
Mbappe pulls out of French team photo forcing FFF to review image rights deal
September 20 – The French Football Federation has agreed to review its agreement on players’ image rights following reports that star striker Kylian Mbappe has refused to take part in national team sponsorship activities.
Inter Milan keep Acqua S.Bernardo deal bubbling
September 16 – Inter Milan have renewed their official water partnership with Acqua S.Bernardo for a further two seasons.
Socios.com renews Ballon d’Or Awards sponsorship
September 16 – Fan token providers Socios.com have renewed their Official Partner sponsorship of the Ballon d’Or Awards for a second year.
ECA fan survey highlights shifts in how football is being consumed
September 15 – ECA’s ‘future of fandom’ report has shone a light on the shifts in football consumption patterns by the younger generation and, while the results are hardly surprising, they highlight some of the challenges the football industry faces.
LaLiga to stake its claim in the metaverse with StadioPlus and Decentraland deal
Madrid, September 13 – Spain’s LaLiga via StadioPlus have teamed with US blockchain and metaverse specialist VegasCity Limited to develop a joint project in the Decentraland metaverse.
Real Madrid extend global deal with Nivea Men to 2025
September 12 – Real Madrid have added another three seasons to their sponsorship with Nivea Men, taking the partnership through to 2025.
UEFA club competitions to debut on Football Manager game with 2023 edition
September 12 – Football Manager, the cult football management simulation video game, will include UEFA’s club competitions for the first time in the 2023 edition.
Man City open up training kit sleeve for LeoVegas sponsorship
September 9 – Online betting and gaming business LeoVegas Group has become a regional partner of `Manchester City in Europe and Canada.