Monaco mine Russian base for Liga Stavok deal
October 15 – Russian owned Ligue 1 club AS Monaco has announced a partnership with Russian sports betting firmLiga Stavok, who will become a regional partner for the 2021-22 season.
Sponsorship
Lazio join Italian crypto club revolution with €30m+ Binance deal
October 14 – Serie A’s Lazio has struck a €30 million deal with Binance that will see the cryptocurrency exchange giant become the club’s main shirt sponsor as well as launch the $LAZIO fan token.
MLS and Continental Tire stay on the same road
October 8 – The MLS has renewed its sponsorship with Continental Tire for a new multi-year term. The tyre brand has been an MLS partner since 2010.
AFC dials in Japanese telecoms giant KDDI for renewed term
October 5 – The AFC has renewed Japanese telecoms provider KDDI as a regional partner for its major national team competitions for the 2021-2024 rights cycle.
eToro bullish in Serie A with launch of 8 club partnerships
October 4 – Online trading platform eToro has secured partnerships with eight clubs in Italy’s Serie A for the coming 2021/22 season.
Zumub fuels European expansion with AS Monaco deal
September 30 – French Ligue1 club AS Monaco has added sports supplements and nutrition supplier Zumub to its partnership roster.
Fulham ink UTL deal as they bid for Premier League return
September 29 – English championship club Fulham, currently second in the table as they bid for a return to the Premier League, have partnered with UTL Group, a firm specialising in document solutions, for the next three seasons.
Juventus sign crypto exchange Bitget as first sleeve sponsor
September 28 – Cryptocurrency derivatives exchange Bitget, based in Singapore, has become the first ever sleeve sponsor of financially challenged Juventus.
Hertha Berlin brings in Islamic crypto provider Caizcoin as sponsor partner
September 28 – Hertha Berlin has become the latest club to bring in a cryptocurrency partner, signing a deal with Caizcoin for the current 2021/22 season.
Man City expand Expo 2020 Dubai deal to training kit and esports
September 27 – UAE-owned Manchester City have upgraded their partneriship with Expo 2020 Dubai who will now become the Club’s new Training Kit Partner ahead of the opening of the six-month long event this Friday October 1 and which runs until 31 March 2022.
Saints sign learncrypto.com as training kit partner
September 24 – Premier League Southampton are the latest club to tap into the promotional money in the cryptocurrency world with learncrypto.com becoming the club’s training kit partner.
Liverpool flexes its sustainability credentials with SC Johnson partnership
September 21 – Premier League Liverpool have added SC Johnson as the club’s official cleaning and disinfectant partner, in a partnership that will include a focus on supporting its sustainability initiative.
188Bet scores Asian double with Liverpool and Bayern deals
September 21 – Asian online bookmaker 188Bet has signed three-year partnerships with Liverpool and Bayern Munich football clubs.
PSG build on wellness with ‘Smart Good Things’ sponsorship
September 17 – Paris Saint-Germain and drinks brand Smart Good Things have partnered in a three-year deal, with part of the profit pledged to charity.
Sponsorship shot: Pop Caffè joins Inter Milan as official coffee partner
September 17 – Serie A champions Inter Milan’s owners have had a number of ‘wake up and smell the coffee’ moments financially in the last six months. Now they have a new brand of coffee to help them over those moments.