AC Milan land renewed Emirates deal but at reduced €10m a year
July 28 – AC Milan have held on to their main shirt sponsor Emirates airline in a three-year deal that will see them take a reported annual €4 million cut in the sponsorship fee.
Sponsorship
Leicester builds on its Thai commitments with one-year tourist board deal
July 27 – Leicester City have announced a one-season partnership with Tourism Authority of Thailand to launch the ‘Thailand Smiles With You’ campaign and promote the country as a tourist destination as it recovers from the effects of the pandemic.
Big brands stick with club sponsorships as digital media drives the value up
July 22 – Globalisation and digital media have rapidly changed the market for top tier football sponsorship. That market is now being challenged again by the coronavirus pandemic.
Promoted Leeds land record 5-year Adidas deal
July 22 – Leeds United, back in the English top flight for the first time in 16 years next season, have announced a “record-breaking” official kit partnership with Adidas.
Real Madrid opens new 5-year account with Liberbank
July 16 – Real Madrid will have a new official bank from the start of the 2020/21 season. An agreement with Liberbank will see the financial institution take over from Caixabank.
Inter Milan secure first sleeve sponsor with €10m IC Markets deal
July 13 – Inter Milan have announced their first sleeve sponsorship with Australia-based currency broker IC Markets, an online provider of FX services and ECN trading capabilities.
Konami and Cygames to co-exist as Juventus unveil new shirt deal
July 9 – After a one-season separation, Juventus and Cygames are back together with the Japanese video game developer taking the Italian champions’ back-of-shirt position.
£350m+ at stake: Government report calls for immediate betting ad ban on shirts
July 3 – Gambling sponsorship on football shirts in the UK should be banned as a deterrant to young people being lured into betting, a British House of Lords report has recommended.
Betclic wager record amount on Ligue1 and 2 for a winning restart in France
July 2 – At last good news for French league football. Online bookmaker Betclic has agreed a three-season deal to become a marquee partner of the Ligue de Football Professional’s (LFP) Ligue 1 and Ligue 2 championships.
ESA survey finds confidence is returning for recovery of sponsorship business
June 30 – The European Sponsorship Association (ESA) has released results from the second edition of its ESA Sponsorship Sentiment Tracker, indicating that there is a growing confidence in the sponsorship business as coronavirus lockdown is eased across Europe.
First Everton, now Villa. Cazoo park their football marketing bus
By David Owen
June 29 – Aston Villa, the famous old Birmingham-based club currently lying next to last in the Premier League table, have signed online car retailer Cazoo as their new shirt sponsor and “principal partner”.
Norway’s stay-away superstar Hegerberg swaps Puma for new Nike deal
June 9 – Former women’s Ballon d’Or winner and Norwegian star striker Ada Hegerberg has signed a long-term deal with sportswear giant Nike.
Everton drive new sponsor line-up with Cazoo taking shirt in £27m deal
June 9 – Premier League Everton have announced a replacement for front of shirt sponsor betting brand SportPesa. On-line car sales site Cazoo will take the premium position in a three-year deal reportedly worth £27 million.
AXA step up to ensure future of Swiss women’s league
June 8 – AXA is to become the title sponsor for the Swiss women’s league after signing a two-year deal with the Swiss Football Association (SFA).
Besiktas ring the changes with return of Beko as main shirt sponsor
June 3 – Vodafone are giving up the shirt sponsorship of Turkish giants Beşiktaş from next season, but are retaining the naming rights to the club’s stadium that were agreed as part of 10-year $145 million deal in 2013.