Liverpool opens small business horizons with Vista deal
February 4 – Premier League Liverpool FC have signed a multi-year agreement with Vista who become the club’s Official Small Business Design & Marketing partner.
Sponsorship
Arsenal scores Extramarks as regional sponsor
February 4 – Digital learning solutions provider Extramarks has become a regional partner of Arsenal in India, South Africa, Indonesia, and the Middle East.
Vivo dial in LaLiga for Spanish network expansion
February 3 – Chinese technology company Vivo has signed a two-year deal to become LaLiga first smartphone partner.
Man City builds sponsor portfolio with Aldar deal
January 27 – UAE real estate developer Aldar Properties has become Manchester City’s Official Real Estate Partner.
River Plate switch on Amazon Prime for shirt sponsorship
January 26 – Amazon Prime Video has become a shirt sponsor of Argentina’s River Plate in a one-year deal.
Argentine FA backed by new W88 regional sponsorship for World Cup year
January 25 – The Argentine Football Association (AFA) has signed a new regional sponsorship with online bookmaker W88 who will become the official AFA sportsbook in the Asian market.
Brand confidence in sponsorship market remains strong despite omicron, says ESA
January 20 – The European Sponsorship Association (ESA) is reporting a sustained confidence in the sports sponsorship market despite the surge in the omicron variant of the coronavirus.
Girondins dumps Winamax shirt sponsorship after series of mocking tweets
January 18 – French Ligue 1 club Girondins de Bordeaux have ended their shirt sponsorship deal Winamax after the club decided it had had enough of a series of mocking tweets from its online bookmaking partner.
Serie A hits crypto for second time with socios.com sponsorship
January 12 – Serie A has partnered with socios.com, deepening the blockchain-based fan token provider’s presence in Italian football further.
CAF turns to cryptocurrency with Binance deal for AFCON
January 11 – The African confederation that has recently struggled to find hard cash to fund football on its continent has turned to cryptocurrency. Crypto exchange Binance has become another last-minute sponsor of the Africa Cup of Nations, which hosts Cameroon kicked off on Sunday with a 1-0 victory against Burkina Faso.
Serie A signed up for brand Italy and beIT campaign
January 11 – Italy’s Serie A has partnered with government ministries to promote the country and the ‘Made in Italy’ message worldwide.
888sport targets newly regulated German market with RB Leipzig deal
January 11 – Online bookmaker 888sport has become an official partner of Bundesliga side RB Leipzig in a deal that will initially run until 2023.
Betway takes first French steps with Toulouse
January 10 – Online betting sponsorship is still holding its own in the sponsorship market with Betway announcing a two-year major partnership with French Ligue 2 side, Toulouse FC.
EML and REPX open in Serie A with prepaid card deal at Roma
January 10 – Pre-paid credit card specialists EML Payments has signed an exclusive sponsorship with AS Roma, its first step into the football sponsorship market.
Man City to launch sustainability campaign with new renewable energy partner Masdar
January 6 – The club fuelled by petro-chemical wealth has a new energy partner. Abu Dhabi renewableenergy company Masdar has become an Official Partner of Manchester City with the first activation being the support of a global sustainability campaign ahead of Abu Dhabi Sustainability Week starting January 15.