Serie A hits crypto for second time with socios.com sponsorship
January 12 – Serie A has partnered with socios.com, deepening the blockchain-based fan token provider’s presence in Italian football further.
Football Marketing
CAF turns to cryptocurrency with Binance deal for AFCON
January 11 – The African confederation that has recently struggled to find hard cash to fund football on its continent has turned to cryptocurrency. Crypto exchange Binance has become another last-minute sponsor of the Africa Cup of Nations, which hosts Cameroon kicked off on Sunday with a 1-0 victory against Burkina Faso.
Serie A signed up for brand Italy and beIT campaign
January 11 – Italy’s Serie A has partnered with government ministries to promote the country and the ‘Made in Italy’ message worldwide.
888sport targets newly regulated German market with RB Leipzig deal
January 11 – Online bookmaker 888sport has become an official partner of Bundesliga side RB Leipzig in a deal that will initially run until 2023.
Flamengo keep up commercial push with improved Adidas deal
January 10 – Brazilian giants Flamengo have renewed their sponsorship deal with sportswear giant Adidas until 2025 for a value of at least €10.7 million a year.
Betway takes first French steps with Toulouse
January 10 – Online betting sponsorship is still holding its own in the sponsorship market with Betway announcing a two-year major partnership with French Ligue 2 side, Toulouse FC.
EML and REPX open in Serie A with prepaid card deal at Roma
January 10 – Pre-paid credit card specialists EML Payments has signed an exclusive sponsorship with AS Roma, its first step into the football sponsorship market.
CAF agrees Umbro and TikTok deals in time for AFCON kick off
January 6 – On the eve of the 2021 Africa Cup of Nations, the Confederation of African Football (CAF) has partnered with sportswear giant Umbro in a multi-year deal.
Man City to launch sustainability campaign with new renewable energy partner Masdar
January 6 – The club fuelled by petro-chemical wealth has a new energy partner. Abu Dhabi renewableenergy company Masdar has become an Official Partner of Manchester City with the first activation being the support of a global sustainability campaign ahead of Abu Dhabi Sustainability Week starting January 15.
BT Sport pick up last minute rights to Saudi-hosted Spanish Super Cup
January 5 – BT Sport will exclusively broadcast the Spanish Super Cup, which Real Madrid, FC Barcelona, Atletico Madrid and Athletic Bilbao will compete for in Saudi Arabia this month.
A palace fit for Man City
January 4 – Manchester City has agreed a sponsorship with the Emirates Palace hotel in Abu Dhabi, UAE, to become the Club’s Official Luxury Hotel Partner.
LaLiga opens Amazon store with 1,600 items and plan to add more clubs and territories
December 30 – LaLiga has become the first league to open a store on Amazon, selling merchandise from 13 of its clubs.
Bundesliga renews Sportradar deal with addition of AI-driven engagement tools
December 23 – Germany’s Bundesliga International has extended its agreement with Sportradar for a further five years.
Sexy baccarat and hot dog eating off marketing menu as BK8 return with Huddersfield deal
December 23 – Christmas has brought a timely boost for English Championship club Huddersfield Town, with BK8 signing on as the club’s Global Betting Partner for the remainder of the 2021/22 season.
Man City women secure a place in the sun with Costa Daurada tourist board
December 23 – Manchester City Women’s team will warm up their new year campaign with a training camp in CostaDaurada, whose tourist authority has become the team’s latest sponsor.