PlayStation pushes Champions League button for another three years
July 30 – UEFA has renewed its Champions League partnership with PlayStationthat was first inked in 1997 for the 2021-24 cycle.
Football Marketing
Court tells Canal+ it can’t hide behind beIN Sports sub-license to avoid paying €330m
July 30 – The chaos around French league broadcast rights move on a stage yesterday with Canal+ being told by the President of the Nanterre Commercial Court that it had frozen Canal+’s right to terminate the €330 million broadcast contract they had sub-licensed from beIN Sports for live Ligue 1 games.
Blockchain specialist Zytara Labs signs €36m shirt deal with Roma
July 28 – AS Roma have teamed up with Zytara Labs, a leading blockchain enterprise, who will become the club’s main global partner in a three-year deal.
Engelbert Strauss gear up with joint UEFA Europa League and Conference League deal
July 28 – Workwear specialist Engelbert Strauss has signed a three-year UEFA Europa League and UEFA Europa Conference League partnership that will through to the end of the 2024 season.
PSG fuel sponsorship roster with online car etailer Autohero
July 27 – Autohero have teamed up with French champions Paris Saint-Germain in a multi-season agreement.
RIESEN sweet on Borussia Dortmund
July 26 – Borussia Dortmund has added sweet (candy) brand RIESEN to its North American sponsorship portfolio in a two-year deal.
Spreadex puts sponsorship budget on Fulham in bid for Premier League return
July 27 – Fulham, who are looking to bounce back to the Premier League after relegation last, have signed UK financial trading and sports betting firm Spreadex as a principle partner for the next two seasons.
Ajax agree 3-year Coca-Cola deal
July 26 – Dutch club Ajax Amsterdam and Coca-Cola have signed a sponsorship and ‘pouring’ deal for three seasons.
Kumho re-treads Spurs sponsorship in long-term deal
July 26 – Kumho Tyre has agreed a long-term extension to its Official Tyre Partner status with Premier League Tottenham Hotspur which began in 2016.
French TV chaos continues as court tells beIN to sue LFP if it wants its €330m from Canal+
July 25 – The Nanterre Commercial court in France has ruled against beIN Sports in its request to make Canal+ fulfil its contract and pay €330 million in rights fees for live broadcast of Ligue 1 matches. Canal + said it was suspending its sub-licensing contract with beIN after Ligue 1 licensed rights to Amazon.
Stake.com to pay for record Watford shirt deal by crypto
July 23 – Premier League Watford, returning to the top flight after just a year in the Championship, have signed a record multi-year partnership with crypto casino and sports betting platform Stake.com.
Man Utd link with Renewable Energy group to push sustainable fuels message
July 23 – Manchester United has partnered with Renewable Energy Group, a leading producer of renewable fuels, with a shared mission to tackle climate change and create a cleaner world.
Post-Pirelli, Inter tread new shirt sponsorship route with Chiliz
July 22 – After 27 years the Pirelli logo will be replaced on the front of the Internazionale by a blockchain and cryptocurrency business that will promote their joint product launch in a one-year deal.
BeIN renews Bundesliga for France and Turkey
July 21 – BeIN Sports and the Bundesliga have extended their broadcast deal in France and Turkey, with the new partnership running through until the 2024-25 season.
Spreadex makes Premier League sponsorship debut with Burnley
July 21 – Premier League club Burnley FC has named spread betting firm Spreadex as the its new principal front-of-shirt sponsor.