LaLiga teams with Casillas’ SportBoost to match players to tech startups
March 30 – LaLiga has combined with SportBoost to create opportunities for athletes and ex-athletes by connecting them technology startups.
Partnerships
CFG goes back to school with launch of City Football Leadership Institute with BrandEd
March 10 – Manchester City owner, City Football Group, is entering the education business via a partnership with BrandEd,to launch the City Football Leadership Institute.
Inter Milan team up with REPs for roll out of Inter Academies in the UAE
February 23 – With covid restrictions easing, Inter Milan have restarted their international academy project opening a second initiative in the UAE in Sharjah. Inter already has an academy project open in Dubai.
Sporting KC agrees new shirt sponsor; MLS seeking betting data deal
February 14 – With the MLS season kick off less than two weeks away clubs and the MLS itself are scrambling to close new partnership and sponsorship deals for the season.
Celtic sign Strikerz deal for launch of UFL video game
January 13 – Celtic are the latest club to partner with Strikerz Inc., the firm behind the online football video gamingleague, UFL, that is currently in development and which the firm promises will bring a revolution in online football video gaming.
Remington cuts new deal with Manchester United
January 14 – Personal care brand Remington has extended its sponsorship and branded product partnership with Manchester United for a second term, understood to be three years.
Juve mine gold bar merchandise deal with Aurora, no irony intended
December 14 – Juventus has teamed up with jewellery brand Aurora. The deal will give Aurora more exposure in the Italian market.
Udinese celebrate 125th with extended Macron deal
December 1 – Udinese, celebrating their 125th birthday yesterday, announced the extension of their kit partnership with Macron through to June 2025.
Premier League stick with Panini for new multi-year term
November 16 – The Premier League has agreed a multi-year extension to its Panini sticker and trading card license agreement that was first granted in 2019.
CFG’s Man City and NYCFC combine for joint WeWork partnership
September 14 – City Football Group (CFG) clubs Manchester City and New York City FC have signed a new partnership with office space provider WeWork.
Liverpool expands retail footprint with Unisport deal
August 12 – Premier League Liverpool has begun a new partnership with football retailer Unisport to expand the club’s retail offering and increase access to official club merchandise.
Man City and CFG target Japanese growth with Abeam partnership
August 12 – Japanese-based management consultancy A-Beam Consulting has become an international partner of the English Premier League champions being designated the club’s Official Management Consulting Services Partner in Japan.
AC Milan gets card sharp with Repx licensing deal
June 16 – Serie A’s AC Milan have signed a new licensing partnership with UK fintech company Repx, which will see the launch of a new debit card on the Repx platform.
OL to stay on the Ho Chi Minh trail for another 3 years
March 25 – Olympique Lyon have extended their partnership to share best training practices and know-how with the Ho Chi Minh City Football Federation until 2023.
Derbystar renews ball deal early for another four years of Bundesliga
March 15 – Germany’s DFL has renewed its official ball deal with Derbystar for a further four years, concluding the agreement a year before the current deal expires and taking the partnership through to the end of the 2025-26 season.