Joie buckle in for growth of women’s game with Man City
March 24 – Manchester City Women have unveiled a new partnership with baby gear brand, Joie whose logo will appearon the back of the shorts of the women’s first team for all fixtures.
Football Marketing
Inter close new deals with Ria Money Transfer and Affizzionados
March 23 – Inter Milan have agreed new sponsorships with Ria Money Transfer, the global cross-border money transfer brand owned by Euronet, and sports channel Affizzionados, who will become the club’s first Regional Partner in Mexico.
El Tri to tour US fuelled by Anheuser-Busch’s continued support
March 23 – Drinks giant Anheuser-Busch has extended its agreement with the Mexican Football Federation (FMF) as the beer partner of EL Tri’s US tour.
Allianz extend naming rights to Bayern Munich stadium to 2033
March 23 – Bayern Munich have extended their stadium naming rights deal with German financial services company Allianz for another 10 years. The stadium will continue to be known as the Allianz Arena until 2033.
Turkish FA accelerates into new Mercedes deal with addition of women’s team and esports
March 22 – The Turkish Football Federation (TFF) and the German car maker Mercedes-Benz have extended their existing 27-year partnership.
PlayStation plugs in for a bigger game with UEFA women’s partnership
March 21 – PlayStation has become the latest brand to back the European women’s game in a three-season deal, the continental governing body UEFA has announced.
Old meets new in shiny renovated stadium. Botev Plovdiv embrace next frontier
March 20 – Bulgaria’s oldest football club Botev Plovdiv has signed a partnership agreement with one of the newest digital platforms targeting football, Fanzee.
MLS dances to TikTok tune as US threatens to ban the Chinese-owned app
March 20 – While the US government has increased its pressure campaign against TikTok, threatening a US ban of the app if the company doesn’t split with its Chinese ownership, Major League Soccer has no issue with the social media platform being used to collect vast volumes of data.
Cadbury adds Chelsea to Premier League renewals list
March 17 – Mondelēz International brand Cadbury is rolling out its sponsorship renewals in the Premier League in what is understood to be another series of three-year terms.
Novibet breaks Fortaleza sponsorship record with 2-season kit deal
March 17 – Fortaleza Esporte Clube has unveiled online bookmaker Novibet as the team’s main sponsor in a two-year deal starting this season.
Conmebol adds TCL as Copa Libertadores sponsor for 2023-26 cycle
March 16 – Consumer electronics brand TCL, has become an official sponsor of Conmebol’s Copa Libertadores club competition for the 2023-2026 cycle.
Cadbury stay sweet on Man Utd with renewal of global partnership
March 14 – Manchester United and Cadbury, part of the Mondelēz International brand family, have renewed their global partnership that began in February 2020.
Expedia agree four-year extension with Liverpool for sleeve sponsorship
March 10 – Premier League Liverpool have confirmed the extension of Expedia’s shirt sleeve sponsorship for another four years.
OSHEE fuels next brand marketing step with LaLiga deal
March 10 – Polish isotonic drinks brand Oshee has become a partner of LaLiga that will see the company’s drinks bottlesbranded with the official LaLiga logo and LaLiga Santander imagery, including player images.
Corpay looks to build European business with Real Betis training kit deal
March 8 – LaLiga’s Real Betis Balompié has agreed a deal with FX payments provider Corpay Cross-Border to become the club’s first team training kit sponsor as well as the official FX payments provider.