Brazil’s Sao Paulo secure record naming rights deal for the MorumBIS Stadium
January 3 – Brazil’s São Paulo has closed a R$ 25 million ($5 million) a year naming rights deal with confectionery giant Mondelez and its BIS chocolate brand.
Sponsorship
Man City agree multi-year deal with Kellogg’s
December 19 – Manchester City has agreed a multi-year partnership with Kellogg’s that will see the cereal brand become theClub’s Official Breakfast Cereals partner for both the men’s and women’s first teams.
Liverpool rolls out the barrel with a 10-year Carlsberg extension
December 8 – Liverpool FC has extended its long-term partnership with Carlsberg, which will see the Danish Brewer remain the Reds’ Official beer until the end of the 2033/34 season.
Standard Chartered gives over Liverpool shirt sponsorship to its ‘Futuremakers’ initiative
December 8 – Liverpool will mark the return of the philanthropic ‘Futuremakers’ programme in collaboration with lead sponsor Standard Chartered, in the third annual effort to aid disadvantaged children worldwide.
UEFA breaks new ground with multi-brand Euro 2024 sponsorship with Unilever
December 6 – UEFA has secured a first-time partnership with FMCG giant Unilever with sponsorship activation during Euro 2024 for its personal care and nutrition brands.
Newcastle opens doors to e-commerce delivery platform InPost
December 5 – Newcastle United have welcomed InPost to its growing partnership roster, with the club announcing a multi-year deal with the e-commerce delivery platform.
Norwich heat up sponsorship partners with return of Colman’s
December 5 – English Championship club Norwich City have returned condiment producer Coleman’s (famous for its English mustard) to its official club sponsorship roster, with the first activation of the partnership being a ‘Bring the Heat’ campaign set to take place over the club’s festive fixtures.
Arsenal tread new global sponsorship routes with ZC Rubber
December 1 – Arsenal has announced a new global partnership with ZC Tyres in a deal that will see the Chinese tyre manufacturer join the Premier League leaders’ extensive partnership roster as its Official Global Tyre Partner.
Nissan partners with Man City charity as equality, diversity and inclusion partner
December 1 – Manchester City’s charitable arm, City in the Community, has unveiled Nissan as its first Official Equality, Diversity, and Inclusion Partner.
UEFA agree Euro 2024 bookmaker deal with Betano
November 30 – Following in the footsteps of FIFA, UEFA has teamed up with Betano, who will become the European confederation’s betting partner for Euro 2024.
KC Current unveils naming rights sponsor of training centre
November 29 – NWSL side Kansas City Current has announced The University of Kansas Health System as the club’s Official Healthcare Provider, effective at the start of the 2024 season.
Adobe takes 3-year title sponsorship of Women’s FA Cup
November 24 – The English FA has announced a partnership with Adobe that will see the software company become the title sponsor of the Women’s FA Cup until July 2026.
Puma keeps ball in play at LaLiga with early multi-year renewal
November 21 – Puma are extending their five-year official ball sponsorship with LaLiga with a new multi-year deal starting with the 2024/25 season.
Turkey looks to 2032 Euro hosting and agrees national team deals with Istanbul airport’s iGA PASS
November 20 – The Turkish Football Federation (TFF) and have agreed a national team sponsorship with Istanbul airport’s iGA PASS which provides services for travellers through the airport.
Booking.com checks in for men’s Euro 2024 and women’s Euro 2025
November 16 – Online travel and accommodation platform Booking.com as agreed a sponsorship with UEFA for both the men’s Euro 2024 in Germany and Women’s Euro 2025 in Switzerland.