Polish bookie STS moves into club market with two new deals
July 25 – Polish bookmaker STS has agreed new sponsorships with Polish clubs Korona Kielce and GKS Katowice.
Sponsorship
Skin in the game. Estée Lauder targets China with Man Utd deal
July 21 – Manchester United have signed a regional sponsorship with Estée Lauder, focusing on the club’s fanbase in China and the Asia Pacific region.
AEK renews online retailer CAR.gr for a further two years
July 20 – Greek champions AEK Athens have extended their back-of-shirt sponsorship with CAR.gr for a further two years.
MSC Cruises docks on AC Milan’s sleeve
July 20 – MSC Cruises have picked up the sleeve patch of AC Milan’s shirt in a multi-year deal that will start this weekend when AC Milan meet Real Madrid at the Rose Bowl in Los Angeles as part of the Soccer Champions Tour 2023.
Visa renews US Soccer deal until 2028 with focus on gender parity
July 19 – Visa has renewed its sponsorship of the U.S. Soccer Federation (USSF) until 2028, remaining as the exclusive payment services partner of the men’s and women’s teams.
Kumho Tire treads new global path with AC Milan deal
July 19 – South Korean Kumho Tire has become a premium partner of AC Milan and the club’s new Official Tire Partner in what is described as a long-term partnership.
Peloton takes Liverpool sponsorship for a spin
July 19 – Premier League Liverpool have agreed a multi-year partnership with Peloton, who become the club’s first digital fitness partner.
Betclic scores four-year naming rights deal with Liga Portugal
July 14 – Liga Portugal has announced that online sports betting company Betclic has taken the reigns as title sponsor for the top division of Portuguese football.
Bayern agree South American deal with Chilean fintech business Global66
July 14 – FC Bayern Munich have announced a partnership with Chilean financial services platform Global66, their first in South America and second in Latin America.
AEK Athens plug in Volton for another season as a main sponsor
July 13 – Greek champions AEK Athens have renewed their sponsorship with energy company Volton Hellenic Energy.
BMW and AC Milan renew partnership and sustainability drive
July 13 – AC Milan have renewed their partnership with BMW Italia who will remain a club Premium Partner and Automotive Partner.
Surat Kargo agrees sponsorship of Turkish women’s teams
July 12 – Surat Kargo, one of Turkey’s leading logistic companies, has become the main sponsor of the Turkey’s Women’s national teams.
PepsiCo expands its sponsorship engagement in football with global EA Sports FC deal
July 12 – EA Sports FC, the rebranded FIFA-franchised video game but without FIFA, has moved into the game sponsorship area with a multi-year global deal with PepsiCo for three of its flagship brands – Pepsi, Gatorade, and Lay’s.
Destination Sport Travel gets on board for another ride with Everton
July 12 – Everton, who look destined for a trip to the Championship until the last day of the season, has renewed its partnership with the Destination Sport Group and its Sportsbreak.com and Destination Sport Travel brands.
