October 14 – Serie A’s Lazio has struck a €30 million deal with Binance that will see the cryptocurrency exchange giant become the club’s main shirt sponsor as well as launch the $LAZIO fan token.
October 14 – Manchester City today have partnered with Qualtrics who will become the club’s official Experience Management Software partner.
By Paul Nicholson
October 13 – UEFA has issued an open tender for a partner to market the commercial rights to its men’s club competitions in what the European governing body says is an ‘evolution’ of its approach to marketing and sales of the properties.
October 8 – The MLS has renewed its sponsorship with Continental Tire for a new multi-year term. The tyre brand has been an MLS partner since 2010.
October 7 – LaLiga and Microsoft have combined to launch a new football statistics portal, Beyond Stats, that they say will revolutionise the fan experience with deeper insights into game play.
October 6 – Fast growing broadcast platform ELEVEN has secured a package of Asian football rights from the AFC to spearhead the launch of its channels into Hong Kong and five south-east Asian territories.
October 6 – Bundesliga International, the marketing arm Germany’s Bundesliga and Bundesliga 2, has agreed a non-fungible tokens (NFTs) deal with fantasy football game Sorare.
October 6 – Use of virtual advertising technology has been a slow build but a new deal with Italy’s Serie A by UK-based Interregional Sports Group (ISG) and Supponor could prove to be a significant step towards more widespread acceptance.
October 5 – The AFC has renewed Japanese telecoms provider KDDI as a regional partner for its major national team competitions for the 2021-2024 rights cycle.
October 4 – Online trading platform eToro has secured partnerships with eight clubs in Italy’s Serie A for the coming 2021/22 season.
September 30 – French Ligue1 club AS Monaco has added sports supplements and nutrition supplier Zumub to its partnership roster.
September 29 – LaLiga Tech, the spun off technology division of LaLiga, marked its official commercial launch with the unveiling of a suite of digital solutions for the sports and entertainment business.
September 29 – English championship club Fulham, currently second in the table as they bid for a return to the Premier League, have partnered with UTL Group, a firm specialising in document solutions, for the next three seasons.
September 28 – Cryptocurrency derivatives exchange Bitget, based in Singapore, has become the first ever sleeve sponsor of financially challenged Juventus.
September 28 – Hertha Berlin has become the latest club to bring in a cryptocurrency partner, signing a deal with Caizcoin for the current 2021/22 season.