LaLiga goes live with Twitch channel focussed on clips and non-live content
October 21 – LaLiga has become the first European sports league to open an official account on the Twitch streaming platform.
Football Marketing
Mastercard adds three more years to UEFA Champions League sponsorship
October 19 – Mastercard has extended its 26-year partnership with UEFA for a further three years with a new deal for the Champions League for the 2021-24 rights cycle.
Expedia take Liverpool’s sleeve with focus on post-Covid journey
October 19 – Online travel business Expedia has debuted this weekend as Liverpool’s sleeve sponsor, taking over from Western Union who still had two years left to run on their agreement.
Man Utd top up with Laybuy deal; Melitta buzzed with global renewal
October 16 – While Manchester United’s owners and top management have been playing politics over the future powerbase of English professional football with their backfired Big Picture Project, the commercial engine of the club has nevertheless continued to purr.
Roma set to sign off on 4-year New Balance deal
October 13 – Serie A club AS Roma are reportedly close to signing a longer term kit deal with US sportswear brand New Balance.
Premier League accelerates into PPV but fan backlash at £14.95 price tag
October 12 – The English Premier League faces a backlash from fans after agreeing a deal with domestic broadcasters Sky and BT Sport for games not already being shown live to be offered via pay-per-view.
Valencia look to AR app to build insight and closer connection to fans
October 5 – LaLiga’s Valencia have taken a deeper step into the digital world with a two-year partnership agreement with Canadian augmented reality specialists ImagineAR.
Stadium naming rights are football’s largest unexploited money opportunity, finds report
By Paul Nicholson
October 2 – Clubs looking for financial relief for their coronavirus hit income streams should look harder at the revenue that can be generated from selling the naming rights to their stadia, according to a new report from the KPMG Football Benchmark team.
LaLiga expands into sports bars with TwentyNine’s brand launch
October 2 – Spain’s LaLiga has licensed its name and marks for a series of sports bars around the world, signing an agreement with Spanish chain Barceló Hotel Group.
SDY Sports signs as Inter’s Asian gaming partner in 2-year deal
October 2 – Inter Milan have unveiled digital gaming platform SDY Sports as its official online gaming partner in a two year deal.
Parimatch adds LaLiga to growing football portfolio
October 1 – Online bookmaker Parimatch has continued mopping up football partnerships for its CIS focussed betting platform becoming an official betting partner of Spain’s LaLiga.
Online trader launches rebrand with global Man City partnership
September 30 – Manchester City has announced a new multi-year global partnership with newly rebranded Axi who become the club’s Official Online Trading Partner.
DFL builds its esports commitment with new long term EA Sports deal
September 29 – Germany’s DFL has renewed its 20-year partnership with EA Sports and its FIFA franchise for another ‘multi-year’ term.
Everton go back to the bookies with Parimatch deal
September 25 – Premier League Everton who replaced online bookmaker SportPesa with online car sales site Cazoo as their shirt sponsor earlier this year, have now signed a new gaming sponsorship with Parimatch who become the club’s Official Betting Partner.
HWT Clinic in growing partnership with Man City
September 25 – Footballer’s are well known for their attention to their hair. Losing it is doubtless traumatic. Manchester City have found the solution for all those fearful Samsons partnering with HWT Clinic who will become the Club’s Official Hair Clinic Partner in Europe.