Man City agrees Asian sponsosrship with 8XBet
July 5 – Manchester City has teamed up with gambling platform 8XBet as a regional sponsor in Asia.
Football Marketing
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.
Bournemouth cash-in on return to Premier League with Dafabet shirt deal
June 28 – Bournemouth, back in the Premier League after two seasons in the Championship, have unveiled online bookmaker Dafabet as the club’s principal partner and front-of-shirt sponsor.
Builders boost sponsorships as Crypto booms and betting partners decline
June 27 – A sponsorship report looking at partnerships across the Big 5 European leagues has tracked more than 7,000 brands and 9,000 deals over the 2021-22 season with construction sector being the most active sponsorship category for the third consecutive season.
Turkish Süper Lig and beIN renew their vows after bitterest of rows
June 24 – After a fraught, and often bitterly chaotic, broadcast rights tender process in Turkey, beIN SPORTS has agreed a two-year deal as the exclusive domestic broadcaster of the Turkish Süper Lig in Turkey.
LaLiga agrees 5-year global deal with Mahou San Miguel
June 24 – Spanish brewer Mahou San Miguel has agreed a five-season global sponsorship with LaLiga, expanding a relationship with the league that will now span 10 years.
LaLiga renews Ziggo but hits the wall in China, RFEF issues Super Copa tender
June 23 – The trend to longer term broadcast deals and away from three-year licensing agreements has been re-emphsised in Spain.
Aston Villa sign Gym+Coffee as official partner of women’s team
June 23 – Aston Villa Women, who are going into their third season in England’s top flight Women’s Super League, have announced Gym+Coffee as a new official partner.