Ajax get three years of donuts with Dunkin’
August 31 – Ajax Amsterdam and Dunkin’ have teamed up with Dunkin’ becoming the club’s bakery partner for the coming three seasons, the Dutch outfit have announced.
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Hankook Tire retreads Europa League deal and adds Europa Conference League
August 27 – South Korean tyre manufacturer Hankook has committed to a fourth consecutive multi-season sponsorship cycle with UEFA’s Europa League. and is approaching ten years of partnership with UEFA.
Wolves add to the pack with AstroPay and BoyleSports deals
August 27 – Premier League Wolverhampton Wanderers have formed a new partnership with global payment firm AstroPay in a one-season deal, at the same time also renewing its deal with bookmaker Boyle Sports for another year.
LaLiga partners with esports specialist Galaxy Racer for new digital content series
August 27 – Dubai-based esports organisation Galaxy Racer (GXR) and Spain’s LaLiga have signed a three-year content partnership to produce an exclusive original series, focusing on global esports, gaming and lifestyles.
Heineken expands 25-year UEFA sponsorship into women’s game
August 26 – UEFA has announced a seventh sponsor for its women’s competitions, with Heineken adding the women’s game to its long-standing UEFA men’s sponsorships.
Abu Dhabi Media scoops up AFC rights for the UAE
August 26 – The AFC has added another broadcaster to its distribution roster with public service broadcaster Abu Dhabi Media in the United Arab Emirates picking up the rights to national team and club competitions for the 2021 to 2024 cycle.
PRO Company takes AFC rights with mission to expand audiences in Iraq
August 25 – Iraq’s PRO Company has become the AFC’s new media partner in Iraq for its national team and club competitions as the confederation sells its rights territory by territory in the middle east following the end of beIN Sport’s deal for pan-Middle Eastern rights.
Globo says it is still committed to buying club TV rights, however they are packaged
August 25 – In an open letter, Brazilian broadcaster Globo has committed to the future of the game, reassuring the country’s professional clubs in the Serie A and Serie B that it supports “clubs’ collective bargaining for their broadcasting rights” despite impending legal changes.
Kelme breaks into major championship football with AFC partnership
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.
Palmeiras secure €12.6m+ extension with Crefisa
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.
Gedesco takes vacant Levante shirt deal as betting sponsorship ban bites
August 24 – LaLiga’s Levante have filled their vacant shirt sponsorship with a one-season deal with locally-based finance company Gedesco.
Inter renew La Molisana for further 2-year term
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.
WWE gets in the ring with Enfield Town for 20th anniversary big bash
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.
Commonwealth Bank activates naming rights deal with Aussie women’s teams
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.
Serie A opens up VAR real estate to Cryto.com sponsorship
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.