beIN renews EFL deal for two years, buying rights to 1,600+ matches
August 17 – beIN Sport has renewed rights to the English Football League’s (EFL) three divisions, play-offs and Cup competition in a two-season deal.
Football Marketing
JD Sports debuts in Spain with Real Valladolid sleeve deal
August 17 – Sports leisurewear brand JD Sports is taking its first sponsorship steps in Spanish football, becoming the sleeve sponsor of LaLiga’s Real Valladolid.
Minamino opens door to Monaco’s Casino Secret deal
August 17 – Building on the signing of Japanese striker Takumi Minamino, AS Monaco have unveiled a regional partnership with Casino Secret, who become the club’s new Official Online Gaming Partner in Japan.
BeIN and Twitter partner for World Cup content push
August 16 – Broadcaster BeIN Sports has partnered with social media platform Twitter to share content during the World Cup in November and December.
Erling Haaland gets his own Premier League TV deal
August 15 – Streaming operator Viaplay Group has announced a multi-year deal with Manchester City striker Erling Haaland.
Hexed. Barnsley end cryptocurrency shirt sponsorship just a week into the deal
August 12 – Barnsley have removed hex.com as shirt sponsor following complaints by the club’s fans.
Inter launch channel on ad-supported streaming platform Recast
August 11 – Inter Milan have become the latest of Europe’s big clubs to launch a channel on micro-payment free streaming platform Recast.
UEFA issues NFT tender for national team competitions
August 11 – UEFA has issued a tender for licensing rights to NFTs for national team football competitions.
LaLiga wraps up trio of sponsorship deals ahead of new season kick-off
August 10 – Ahead of the LaLiga’s kick off on Friday the Spanish have been unveiling a series of new and renewed sponsor partners.
Adidas trade on Reggae Girlz World Cup qualification to take over Jamaican kit deal
August 9 – Adidas is taking over from Umbro as the sponsor of the Jamaica Football Federation (JFF) and official kit supplier to its national teams.
Hertha Berlin build CG Elementum partnership into 3-year sleeve deal
August 9 – Bundesliga’s Hertha Berlin has signed CG Elementum as the club’s sleeve sponsor for league and cup games with immediate effect.
Brentford adds online retailer Aosom UK to sponsor roster in 2-year deal
August 9 – Premier League Brentford has added online retailer Aosom UK as an Official Cub Partner in a two-season deal.
De Bruyne scores crypto deal with Phemex
August 8 – Manchester City star Kevin De Bruyne has become the official brand ambassador for cryptocurrency exchange Phemex.
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.
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.