Expedia extends its UEFA booking in a one-season deal
August 11 – Expedia Group has extended its Champions League partnership with UEFA in a one-season deal for 2021/22.
Football Marketing
Bwin renews with 5 Bundelsiga clubs and takes Portuguese league naming rights
August 11 – Online bookmaker bwin has unveiled a raft of new football sponsorships for the new season including deals with five German Bundesliga teams as well as the naming rights sponsorship of the Portuguese league.
Wolfsburg add Chinese battery maker BAK as premium partner
August 10 – Wolfsburg and Chinese battery manufacturer BAK Battery have teamed up in a bid to develop a more climate-friendly club policy over the next few years.
Parimatch Tech builds big in Premier League adding Chelsea to partner roster
August 10 – Premier League Chelsea have agreed a three-year partnership with online sports and entertainment gaming platform Parimatch Tech.
Online trading platform NAGA buys Sevilla shirt position
August 10 – German-based digital investment platform NAGA has taken the shirt front sponsorship of LaLiga’s Sevilla in a three-year deal starting this season. Seville have qualified for the Champions League.
Kumho Tyre keeps wheels spinning on Bayer Leverkusen sponsorship
August 9 – Kumho Tyre has extended its sponsorship of German Bundesliga’s Bayer 04 Leverkusen, including its sleeve patch sponsorship for the DFB-Pokal which kicked off last weekend with Bayer beating Locomotive Leipzig 3-0.
Holland Casino secures Eredivisie betting deal in advance of deregulated Dutch market
August 9 – With the Dutch set to open up online gambling in the country from October 1, the state-run betting and gaming business Holland Casino has signed a deal four-year sponsorship deal with the top tier Eredivisie, second tier Keuken Kampioen Division and its broadcast partner ESPN.
REWE launches branded Romanian football products via FRF sponsorship
August 6 – In Romania, local gambling brands have been the traditional sponsors of football clubs. The players’ shirts routinely bear brands that encourage fans to bet and play slots online.
Spurs deliver 3-year Getir sponsorship
August 6 – Premier League Tottenham Hotspur have agreed a three-year partnership with Getir, the ‘ultrafast’ grocery delivery service. Getir will be an Official Global Partner.
Leeds United go crypto with plan for $LUFC Fan Token
August 6 – Leeds United have become the fourth Premier League club to join the Socios.com blockchain-based Fan Token platform.
Fiorentina launch 95 NFT shirts using Genuino blockchain technology
August 6 – Serie A’s Fiorentina have issued their first blockchain-based merchandise with the limited edition digital NFT offer of 95 new jerseys, matching the 95 years of the club.
eBay to donate ad space across EFL clubs to local small businesses
August 6 – In perhaps what is the ultimate display of marketing and advertising solidarity within local communities, the English Football League (EFL) has announced a new three-year partnership with eBay that will see the online marketplace donate advertising space at EFL grounds to small businesses.
Barca expand Allianz partnership into a 3-year global deal
August 5 – FC Barcelona and Allianz have renewed their partnership, which has been expanded into a global campaign and will run until 2024.
Bitci adds LaLiga’s Alavés to blockchain roster with 30m fan token plan
August 5 – Turkish blockchain technology company Bitci.com have expanded their Fan Token base in Spain with a deal with LaLiga’s Deportivo Alavés that includes a three-year brand advertising package.
HotForex adds another year to PSG sponsorship
August 5 – HotForex has renewed its Official Partnership agreement with Paris Saint-Germain for a second season.