Marriott Bonvoy checks in with US Soccer for a multi-year stay
January 26 – The US Soccer Federation has agreed a multi-year deal with Marriott Bonvoy who will become the federation’s Official Hotel Partner.
Sponsorship
Raiffeisen Bank branches out with naming rights to Kosovo’s top tier league
January 25 – The Football Federation of Kosovo (FFK) has agreed a sponsorship with Raiffeisen Bank who become the main sponsor of the Kosovan First Football League, which from the spring of 2024 will be renamed the Raiffeisen First League.
Inter Miami and Royal Caribbean launch main sponsorship, and a ship
January 25 – Inter Miami have launched their partnership with cruise line Royal Caribbean International becoming the club’s main sponsor in a multi-year deal starting with the 2024 season.
Red Star close to resigning Telekom Srbija to a paid contract
January 24 – Serbia’s Red Star Belgrade (Crvena Zvezda) said they are about to renew their sponsorship with Telekom Srbija, despite the contract having expired last summer.
Telekom Srbija has been the club’s main sponsor and its branding is still seen around the club. Red Star’s general secretary Zvezdan Terzic (pictured) said that while the current sponsorship is not paid for, that will change.
Currently Red Star’s main sponsor is Russian oil company Gazprom.
Turkish SuperLig debuts SAOT as part of Türk Telekom renewal
January 23 – The Turkish Football Federation (TFF) and state-owned telecommunications giant Türk Telekom have renewed their long-term cooperation, with Türk Telekom becoming the technological sponsor of the Trendyol Super Lig.
Skoda plugs-in to women’s game and Chelsea
January 22 – Skoda have announced a partnership with Chelsea FC Women which will see the auto brand become Official Car Partner of the six-time Barclays WSL champions.
DFL extends EA Sports deal until 2027
January 19 – Germany’s DFL and EA Sports have extended their partnership until 2027, seeing EA Sports retain exclusive license rights for the Bundesliga and Bundesliga 2 in future EA Sports FC titles.
North Macedonia renew kit deal wth Jako for another year
January 19 – The Football Federation of North Macedonia has renewed its kit with German sportswear supplier Jako for another year.
Dubai-based CFI Financial Group agrees AC Milan global partnership
January 19 – UAE-based online trading provider CFI Financial Group has agreed a global partnership with AC Milan, becoming the Italian Official Online Trading Partner.
New report identifies ESG as key in sponsorship decision making, with AI looming
January 1 – Brands are continuing to make ESG (environmental, social, and governance) as the most important criteria in their sponsorship decisions, according to a new report.
Bayern add Bitpanda as crypto partner
January 17 – FC Bayern Munich have agreed a multi-year partnership with Bitpanda which will see the financial technology company become the record German champions’ new Platinum Partner and official crypto trading partner for the first time.
South African TV channel sponsors two top tier clubs for its new SuperSportbet platform
January 15 – SuperSportbet, the South African online bookmaker just launched by South African sports broadcaster SuperSport, has has agreed a sponsorship with two South African Premier Division (DStv Premiership) clubs – Kaizer Chiefs and Orlando Pirates.
Tree hugger Right Pack signs mystery Botev Plovdiv sponsorship package
January 16 – Bulgarian club Botev Plovdiv has signed a sponsorship with Right Pack, one of the leading packaging manufacturers in Bulgaria, though what the sponsorship entails is unclear.
Betsson picks up naming rights sponsorship to Greek Cup
January 11 – The Hellenic Football Federation (EPO) has agreed a naming rights deal with online gambling company Betsson for the Hellenic Cup.
Corinthians signs record £59.8m shirt sponsorship with VaideBet
January 9 – Brazilian giants Corinthians have signed a record R$370m (£59.8 million) shirt sponsorship deal with VaideBet.