Russia’s 1xBet agrees deal for Africa with France’s LOSC Lille
August 31 – French club Lille has partnered with 1xBet to become the club’s regional partner in Africa in a three-year agreement.
Football Marketing
Argentina drives 2022 team sponsorship with GAC-Mitsubishi regional deal
August 31 – The Argentine Football Association (AFA) is trading on it men’s national team being one of the favourites for the 2022 World Cup, adding motor company GAC-Mitsubishi as a regional sponsor for Asia of the national team.
Aston Villa complete Kaiyun deal and unveils new images for stadium revamp
August 29 – Ahead of a re-regulation of UK gambling sponsorship laws, Premier League Aston Villa have announced Asian online gaming brand Kaiyun as Official Principal Partner and Official Sleeve Partner.
MLS renews with EA Sports in a deal that will cover rebranding of the FIFA franchised game
August 24 – Major League Soccer (MLS) has agreed a multi-year agreement with EA Sports that will see them extend their partnership beyond the end of the FIFA23 video game license that ends this year before the game is renamed EA Sports FC.
DAZN expands from streaming into sports betting with pilot gaming platform
August 23 – Sports streaming service DAZN, which has built a base worldwide of about 4 million subscribers on a sports output underpinned by football, is venturing into the sports betting business.
LaLiga takes on sales role for Women’s Primera División in 5-year deal
August 22 – LaLiga has become the exclusive commercial agent of Spain’s Professional Women’s Football League (LPFF) in a five-year deal.
Inter agree 3-year deal with China’s Hisense
August 22 – Chinese household appliances and consumer electronics manufacturer Hisense has signed a three-season partnership with Serie A’s Chinese-owned Inter Milan.
CBS cut $1.5bn deal for UEFA Champions League rights
August 22 – Paramount and CBS have struck a record six-year $1.5 billion deal with UEFA for the US broadcast rights to the Champions League, Europe’s premier club competition.
Mumbai City sign crypto casino affiliate Stake News as shirt sponsor
August 22 – City Football Group-owned Mumbai FC have circumvented Indian regulations on betting advertising with a new shirt sponsorship with Stake News, an affiliate of crypto casino operator Stake.com that uses the same branding.
Arsenal stick with Konami’s eFootball series for the ‘long-term”
August 22 – Premier League table toppers Arsenal have extended their partnership with Konami Digital Entertainment in what the club is saying is a “long-term partnership from the 2023/23 season onwards”.
Blockchain-based Socios.com gets regulatory approval in Italy
August 19 – Fan token specialist Socios.com has secured regulatory approval as a service provider of virtual currencies and digital wallets for its fan engagement and rewards platform in Italy.
Juve renew crypto trading platform as sleeve sponsor
August 19 – Juventus have renewed cryto trading platform Bitget as the club’s sleeve sponsor for a second season.
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.
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.