Juve re-sign Allianz in €130m deal
February 14 – Italy’s Juventus and global insurance giant Allianz have extended their partnership until 2030 in a deal worth €103.1 million.
Sponsorship
McDonald’s adds Argentina digital deal to sponsor roster
February 4 – The Argentine Football Association (AFA) has signed up fast food giant McDonald’s in a national team sponsorship that will activate around the AFA’s digital platforms.
PSG land 3-year Qatar Airways sponsorship
February 3 – Qatar Airways has signed up as the latest sponsor of French club Paris Saint-Germain in a three-year deal, becoming a premium partner of the club.
Liverpool adds cyber storage partner to sponsorship portfolio
December 20 – Premier league Liverpool has added cyber storage company Acronis to its sponsorship roster in what is described as a multi-year partnership. No value was given for the deal.
West Ham deliver ITD Global as new official logistics partner
December 20 – Premier League West Ham United has announced ITD Global as its Official Logistics Partner.
Juve keep Chinese deals flowing with Ganten renewal
December 16 – Juventus have extended their Official Water deal with Chinese mineral water firm Ganten for another three years, taking them through to 2023.
Real Madrid break digital ground in Russia with Marathonbet
December 2 – Real Madrid has signed online bookmaker Marathonbest as its first club partner in Russia.
Heineken renews its Copa Libertadores and Sudamericana sponsorships through 2024
November 21 – Having renewed its sponsorship of UEFA’s club competitions, Heineken has followed up with a renewal of its Conmebol deal for South America’s two leading club competitions, with Amstel being the brand partner.
Shared energy: Milan clubs fuelled by joint A2A partnership
October 9 – They are fierce city rivals on the pitch yet they share a stadium, want to jointly build a new one, and now share a sponsor. Italian club giants AC Milan and Internazionale have jointly announced A2A Energia as their official energy partner.
New balls please. Adidas and Molten serve up shiny fresh designs for UEFA club comps
September 20 – On Tuesday the UEFA Champions League kicked off in a fluorescent blaze of orange and yellows with a new adidas ball. Last night it was the turn of Japanese manufacturer Molten to launch its 2019/20 ball into the Europe League competition.
Juve agree 3-season global sponsorship with 10bet
September 19: Italian giants Juventus have announced 10bet as the club’s official gaming and betting partner in a three-year deal.
Leicester City add Asian gamer Yabo Sports as club partner
September 16 – Premier League Leicester City have confirmed Asian gaming business Yabo Sports as an official club partner.
Crypto firm BtcTurk buys naming and shirt rights to Super Lig’s Yeni Malatyaspor
September 4 – Turkish Super Lig club Yeni Malatyaspor has signed a major sponsorship with cryptocurrency exchange platform BtcTurk that will see it on the front of club shirts as well as featuring in the club name.
England expects. Deliveroo delivers new deal
September 3 – Food delivery app Deliveroo has signed a multi-year sponsorship deal with the English FA for all its representative teams.
Inter sharpen up off the pitch with new Hugo Boss threads
September 3 – Internazionale Milano’s has partnered with Germany’s Hugo Boss which becomes the club’s Official Fashion Partner in a two-year deal.