Iberdrola agrees 3-year sponsorship of Portuguese women’s game
April 11 – Spain-based energy company Iberdrola has agreed a three-year sponsorship with the Portuguese Football Federation (FPF) covering the women’s game in Portugal.
Sponsorship
New Saints agree beer and wine partner ahead of Champions League party
April 10 – 16-time JD Cymru Premier champions The New Saints Football Club have announced a partnership with Beer Trading & Kompass Wines, naming them as the official beer and wine supplier for the club.
Premier Sports returns to UK sports broadcast market with naming rights to Scottish League Cup
April 10 – Sports broadcaster Premier Sports has confirmed its return to the UK market having bought back its business sold to Swedish streaming platform Viaplay in a deal that includes naming rights to the Scottish League Cup, to be called The Premier Sports Cup next season.
LaLiga agrees Latin American deal with online trader Exness
April 9 – LaLiga has agreed a regional sponsorship deal in Latin America with online trading platform Exness, which is looking to strengthen its position in the LatAm region.
Betano takes over Brazil’s Serie A naming right in near $50m, 3-year deal
April 8 – Online betting operator Betano will replace Assaí as a title sponsor of the Brazilian topflight.
Barclays poised to double its WSL sponsorship in 3-year deal
April 4 – The Women’s Super League and Women’s Championship are close to finalising a landmark sponsorship agreement, as Barclays prepares to double its financial support for the two leagues.
Deutsche Telekom subsidiary Crnogorski dials in Montenegro sponsorship
April 3 – The Football Federation of Montenegro (FSCG) has signed a one-year sponsorship with Crnogorski Telekom, part of the Deutsche Telekom Group.
Fluminense agree €7m+ short sponsorhip with Superbet
April 2 – Superbet will become a new main sponsor of South American champions Fluminense in a deal worth at least €7.7 million a year.
Aston Villa agree £40m Betano deal taking them to deadline for end of betting sponsorships
March 27 – Betano has been named the new shirt sponsor of Premier League Aston Villa in a two-year deal worth £20 million per season.
Romanians dress up for Euro 2024
March 25 – The Romanian Football Federation (FRF) and Romanian fashion brand Bigotti have signed a partnership agreement until the end 2027. Bigotti becomes the official partner of the Romanian national football team, announced FRF.
Malaysia Airlines agrees global multi-year sponsorship with Man Utd
March 22 – Premier League Manchester United have agreed a multi-year global partnership Malaysia Airlines who become the club’s official commercial airline.
Europe’s sponsorship market hits €30.9bn record
March 15 – European sponsorship has surged to €30.9 billion, marking a return to pre-pandemic levels, according to the latest research by the European Sponsorship Association (ESA) in collaboration with Nielsen Sports.
Albanian FA revamps packages in hunt for new national team sponsorship
March 13 – The Albanian Football Federation (FSHF) has increased efforts in looking for sponsors and partners for the country’s national team, issuing an open invitation to join a revamped sponsorship programme.
Betano build on Romanian Cup deal with 6-year extension
March 12 – The Romanian Football Federation (FRF) and online bookmaker Betano, part of Kaizen Gaming, have extended their strategic partnership until 2030, becoming the brand’s longest partnership globally.
DFL renews Mondelēz sponsorship for Bundesliga 1 and 2
March 8 – The German DFL and US snack giant Mondelēz International have agreed to extend their domestic licensing partnership.