August 24 – Sportswear brand and ball supplier Kelme has become the Official Global Supporter of the AFC’s National Team Competitions in a deal that includes providing the official match ball for the AFC Asian Cup China 2023.
August 24 – Palmeiras and Brazilian bank Crefisa have renewed their sponsorship deal until 2024, with the club potentially standing to earn up to €19 million per season.
August 24 – LaLiga’s Levante have filled their vacant shirt sponsorship with a one-season deal with locally-based finance company Gedesco.
August 24 – Serie A champions Inter Milan have renewed their sponsorship with pasta brand La Molisana for a further two seasons, taking them through to the end of the 2022/23 season.
By Andrew Warshaw
August 23 – It isn’t every day that a part-time grassroots football club manages to get into bed with a global giant.
August 23 – Commonwealth Bank have officially activated their four-year national team naming rights partnership with Football Australia that will take the Australian game though the 2023 Women’s World Cup they are co-hosting with New Zealand.
August 20 – Italy’s Serie A has built on its crypto relationship with Crypto.com who will become the first Innovation & Technology Partner of the league in what Serie A is calling a multi-year partnership.
August 19 – Ligue 1’s AS Monaco has unveiled a two-season partnership with fantasy football platform Sorare, which will allow the club to enter the world of NFT(Non-FungibleTokens) for the first time.
August 19 – PSV Eindhoven have partnered with Anycoin Direct in a two-season deal. The Dutch club will be one of the first major football clubs to have an entire sponsorship paid in Bitcoin.
August 19 – US streaming giant Rokuhas taken a one-year sponsorship with Brazil’s São Paulo Futebol Clube, its first step into football club sports marketing in the country.
August 18 – A new study is predicting that the fantasy sports market in the United States will grow by 8% year-on-year and hit an $8.3 billion value in 2021.
August 18– LaLiga, which has struggled to establish a broadcast home in the UK following the non-renewal of its deal with pay TV Sky Sports, is now attacking the British market with distribution into bars and pubs.
August 18 – Rwandan President Paul Kagame may be furious with Arsenal’s opening day loss to newly promoted Brentford, but it hasn’t stopped the Rwanda Development Board (RDB) extending its sleeve sponsorship through to 2025, according to reports.
August 18 – Premier League Liverpool have online financial broker, ThinkMarkets, to their sponsorship roster as the club’s new Official Global Trading Partner.
August 17 – China’s Tencent has acquired the non-exclusive streaming rights for the Bundesliga in China in a two-season deal.