NIVEA MEN debuts in Premier League with Liverpool deal
February 13 – Liverpool have added to their sponsorship roster with the announcement of NIVEA MEN as the Club’s Official Men’s Grooming Partner, the club’s first sponsor in this category.
Football Marketing
FIFA sells 2026 World Cup TV rights for US and Canada
By David Owen
February 12 – FIFA has completed deals selling media rights for the 2026 World Cup in the key United States and Canadian markets. The deals give exclusive broadcast rights to FIFA competitions between 2023 and 2026 in the US to Rupert Murdoch’s Fox and NBCUniversal’s Telemundo, and in Canada to CTV/TSN.
West Ham finds new sponsor in “biggest-ever” commercial deal
By David Owen
February 7 – West Ham United, the Premier League football club preparing to move into London’s Olympic Stadium, has agreed a new long-term sponsorship deal with Betway, an online gaming brand. The deal installs Betway as the Hammers’ principal sponsor, with the company logo to appear on the front of the well-known claret and blue team shirts, starting with Sunday’s clash with Manchester United. Betway has also secured naming rights to the Boleyn Ground’s West Stand.
Romanian FA toasts return of Bergenbier to sponsor roster
By Jaroslaw Adamowski
February 6 – The Romanian Football Federation (FRF) has unveiled its new sponsorship deal with Bergenbier, the country’s leading beer brand, the FRF said in a statement.
SPORT1 joins the Europa League with multi-platform rights deal
January 4 – Fast growing German media channel SPORT1 has acquired a three-year package of Europa League rights starting next season.
Forget Picasso or Dali, FC Barcelona’s museo is the cool place to visit
By David Owen
January 30 – Barcelona, one of the two giants of Spanish club football, are claiming that the FC Barcelona Museum has again won the title of most visited in Catalonia, outpulling museums devoted to the famous painters Pablo Picasso and Salvador Dalí.
Selfies and new Japanese site drive Juve digital content strategy
January 30 – The general feeling of malaise spreading through Italian football after a poor World Cup and European club failure has not stopped Serie A giant Juventus driving out its successful digital content strategy.
Copa90 buys MLS Youtube channel KICKTV
January 29 – Major League Soccer has sold its KICKTV digital-media assets to the online fans’ network Copa90, the League announced today.
Abu Dhabi poised to get its name on Real Madrid’s Bernabéu stadium
By Mark Baber
January 29 – The sponsorship by in Real Madrid by Abu Dhabi through the International Petroleum Investment Company (IPIC) will result in the stadium including the words “Abu Dhabi” in its name, according to comments made to the media by IPIC officials in Madrid. The stadium will be named the Abu Dhabi Bernabéu.
Top Eleven adds Mourinho and revamps graphics for 2015 game launch
January 28 – Computer game maker Nordeus has released the 2015 version of its Top Eleven football management game for tablets, iOS and android platforms. The new version has a number of upgrades from 2014 and comes with Chelsea manager Jose Mourinho’s marketing endorsement.
Marka retail concept feeds on the Champions League experience to the Middle East
January 28 – UEFA is building its Champions League brand value in the Middle East with the opening of a number of UEFA Champions League Experience concept stores. The first store is scheduled to open in May in the United Arab Emirates in Yas Mall on Yas Island, Abu Dhabi.
Castrol, Continental and Johnson & Johnson end World Cup sponsor cycles
January 23 – FIFA second-tier sponsors Castrol, Continental and Johnson & Johnson have declined to renew sponsorship contracts for the 2018 World Cup, each was on a one World Cup cycle deal.
BFU secures 5-year €15m TV deal with Football Pro Media
By Alexander Krassimirov
January 19 – The Bulgarian Football Union (BFU) and Football Pro Media have reached an agreement on a new contract for the television rights for Bulgaria’s top division – A group. The contract, which will start at the beginning of 2016 and runs through to the end of 2020, will see the BFU receive a total of BGN 30 million (€15 million).
CSKA Sofia dress Italian, picking Lotto over Nike
By Alexander Krassimirov
January 15 – Bulgaria’s CSKA Sofia have opted to sign a kit deal with Italian firm Lotto instead of switching to US giant Nike. The new three-year contract with the Italian supplier starts next season and replacing another Italian company, Legea.