NWSL adds online bank Ally as sleeve sponsor across all 10 teams
March 31 – The National Women’s Soccer League (NWSL) in the US has struck a deal with online bank Ally whose logo will appear on the sleeves of all 10 clubs in NWSL this season.
Sponsorship
LAFC flexes local muscle with new shirt sponsor
March 30 – MLS team LAFC have agreed a new shirt sponsorship with power tool maker Flex that will being this season.
Nationwide agrees multi-year deal with NWSL ahead of April kick-off
March 30 – The National Women’s Soccer League in the US has agreed a sponsorship with Nationwide to become the league’s first exclusive insurance partner.
West Brom renew Ideal Heating for another 3-year rollercoaster ride
March 24 – Premier League West Bromwich Albion have renewed their shirt sponsorship with Ideal heating for a further three years.
UEFA delivers Takeaway.com sponsorship across major men’s and women’s properties
March 22 – UEFA has agreed a landmark sponsorship deal covering a bulk of its flagship men’s and women’s competitions with Just Eat Takeaway.com, adding to its already agreed Official Food Delivery Partner sponsorship of this summer’s Euro 2020 competition.
Tipico go all-in with Bayern sponsorship renewal to 2025
March 12 – Bayern Munich have extended their partnership with sports betting firm Tipico until 2025.
Inter to tread new path as Pirelli end 27-year shirt sponsorship
March 3 – Serie A leaders Inter Milan are to end their shirt sponsorship deal with tyre makers Pirelli, one of the most iconic partnerships in European football.
Fonbet adds PSG to betting partnership portfolio
March 3 – Russian online bookmaker Fonbet has signed a long-term partnership with French giants Paris Saint-Germain to become the club’s official betting partner across Russia and the CIS region.
New Balance extends Ligue 1 table toppers Lille’s kit sponsorship
March 2 – US sportswear brand New Balance has extended its current sponsorship agreement with France’s Ligue 1 leaders LOSC LILLE.
TikTok builds football portfolio with Portland Timbers and Thorns
February 25 – Short-form video-sharing app TikTok has agreed a multi-year partnership with MLS team Portland Timbers and the club’s NWSL side Portland Thorns FC.
Messi, Pogba, van de Sanden and Sancho fizz for Pepsi activation
February 24 – Pepsi MAX is using its Champions League sponsorship to activate its new football ad campaign ‘Music Keeps Us Fizzing’.
Real Madrid close in on securing €150m Qiddiya sponsorship
February 23 – Real Madrid have reportedly held “advanced talks’” with Saudi Arabia’s state-owned Qiddiya over a potential lucrative ten-year €150 million sponsorship deal.
UEFA lands Qatar Airways as airline sponsor of Euro 2020
February 22 – UEFA has announced that Qatar Airways as the official airline of this summer’s Euro 2020 tournament.
Beko sticks with Barca sponsorship but drops sleeve position
February 17 – Barcelona and Beko have extended their partnership by a year, but the parties have dropped the sleeve sponsorship rights in a re-worked sponsorship agreement.
AYX onboard with Roma to bring Asian focus as regional betting partner
February 10 – The market for betting sponsorship of Italian clubs may be drying up domestically as gambling authorities move in with new rules, but the appetite for promotion in international markets is still there.