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Sponsorship

Chelsea return to the crypto market with £10m BingX sleeve deal

January 5 – Premier league Chelsea have agreed a sleeve sponsorship with cryptocurrency firm BingX.

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South America

Brazil’s Sao Paulo secure record naming rights deal for the MorumBIS Stadium

January 3 – Brazil’s São Paulo has closed a R$ 25 million ($5 million) a year naming rights deal with confectionery giant Mondelez and its BIS chocolate brand.

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Football Marketing

Man City agree multi-year deal with Kellogg’s

December 19 – Manchester City has agreed a multi-year partnership with Kellogg’s that will see the cereal brand become theClub’s Official Breakfast Cereals partner for both the men’s and women’s first teams.

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Football Marketing

Liverpool rolls out the barrel with a 10-year Carlsberg extension

December 8 – Liverpool FC has extended its long-term partnership with Carlsberg, which will see the Danish Brewer remain the Reds’ Official beer until the end of the 2033/34 season.

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Football Marketing

Standard Chartered gives over Liverpool shirt sponsorship to its ‘Futuremakers’ initiative

December 8 – Liverpool will mark the return of the philanthropic ‘Futuremakers’ programme in collaboration with lead sponsor Standard Chartered, in the third annual effort to aid disadvantaged children worldwide.

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Euro 2024

UEFA breaks new ground with multi-brand Euro 2024 sponsorship with Unilever

December 6 – UEFA has secured a first-time partnership with FMCG giant Unilever with sponsorship activation during Euro 2024 for its personal care and nutrition brands.

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Football Marketing

Newcastle opens doors to e-commerce delivery platform InPost

December 5 – Newcastle United have welcomed InPost to its growing partnership roster, with the club announcing a multi-year deal with the e-commerce delivery platform.

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Football Marketing

Norwich heat up sponsorship partners with return of Colman’s

December 5 – English Championship club Norwich City have returned condiment producer Coleman’s (famous for its English mustard) to its official club sponsorship roster, with the first activation of the partnership being a ‘Bring the Heat’ campaign set to take place over the club’s festive fixtures.

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Football Marketing

Arsenal tread new global sponsorship routes with ZC Rubber

December 1 – Arsenal has announced a new global partnership with ZC Tyres in a deal that will see the Chinese tyre manufacturer join the Premier League leaders’ extensive partnership roster as its Official Global Tyre Partner.

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Football Marketing

Nissan partners with Man City charity as equality, diversity and inclusion partner

December 1 – Manchester City’s charitable arm, City in the Community, has unveiled Nissan as its first Official Equality, Diversity, and Inclusion Partner. 

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Euro 2024

UEFA agree Euro 2024 bookmaker deal with Betano

November 30 – Following in the footsteps of FIFA, UEFA has teamed up with Betano, who will become the European confederation’s betting partner for Euro 2024. 

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Football Marketing

KC Current unveils naming rights sponsor of training centre

November 29 – NWSL side Kansas City Current has announced The University of Kansas Health System as the club’s Official Healthcare Provider, effective at the start of the 2024 season.

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Football Marketing

Adobe takes 3-year title sponsorship of Women’s FA Cup

November 24 – The English FA has announced a partnership with Adobe that will see the software company become the title sponsor of the Women’s FA Cup until July 2026.

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Football Marketing

Puma keeps ball in play at LaLiga with early multi-year renewal

November 21 – Puma are extending their five-year official ball sponsorship with LaLiga with a new multi-year deal starting with the 2024/25 season.

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Football Marketing

Turkey looks to 2032 Euro hosting and agrees national team deals with Istanbul airport’s iGA PASS

November 20 – The Turkish Football Federation (TFF) and have agreed a national team sponsorship with Istanbul airport’s iGA PASS which provides services for travellers through the airport.

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