FC Nantes to switch kit deal from Umbro to New Balance from next season
February 22 – US-based New Balance has expanded its footprint in France’s Ligue 1, becoming the Official Kit Supplier FC Nantes in a deal that will start next season.
Football Marketing
Growing Philippines league turns to Sportradar for data deal, OTT and integrity support
February 22 – The Philippines Football League (PFL), which starts its second season in March, has agreed a multi-year data partnership with Sportradar. Included in the deal is a package of integrity and fraud prevention solutions to safeguard the game in the country.
Qatar Airways lands on Bayern sleeve patch as Lufthansa bumped off roster
February 21 – FC Bayern München and Qatar Airways have agreed a new partnership with the airline becoming a Bayern platinum partner from July 2018 until 2023, replacing Lufthansa whose current agreement expires end June 2018.
Fox unveil record World Cup coverage and a forward base in Red Square
February 21 – Agent Trump will be delighted, US broadcaster FOX Sports has unveiled a World Cup 2018 schedule of more live broadcasts than ever before and including studio coverage from the heart of the iron fist of democracy in Moscow’s Red Square.
Brazil’s Santos force Umbro to renegotiate saying agreed deal was too cheap
February 21 – After just four months Brazilian top-tier side Santos have renegotiated their kit deal with Umbro, saying that the original agreement was unfair and having threatened to cancel the partnership.
Monday night blues. German fan fury triggers protests at Eintracht Frankfurt
February 20 – Monday night games may have become relatively commonplace in the English Premier League but in Germany fans don’t take kindly to traditions being constantly eroded.
Arsenal renew Emirates in club record £200m, 5-year shirt deal
February 20 – Arsenal have extended their shirt sponsorship with Dubai airline Emirates in a five-year deal that is reportedly worth £200 million, a record for the club.
Wigan get a boost from Jetcoin, a crypto currency living on the edge of TPO
February 20 – Marketing success in sport is often all about being in the right place at the time. That place was on the sleeve of Wigan Athletic on Monday night for cryptocurrency firm Jetcoin as the Latics became only the third team to be Manchester City this year.
Gazprom fuels UEFA Champions League sponsor roster with new 3-year deal
February 19 – European governing body UEFA have extended another of their Champions League sponsorship deals, this time with Gazprom for the 2018-2021 cycle. The Russian energy firm is the fifth sponsor to renew their deal.
Bookies back VAR to boost in-play betting with Paddy Power paying out on VAR cancelled goals
February 19 – While Video Assistant Refereeing (VAR) once again slowed games to a suffocating standstill, this time in England’s FA Cup matches, bookmakers have wasted no time taking advantage of the opportunity VAR offers for their promotions.
Monaco hires specialist digital agency to take them into a new league
February 17 – Reigning French Ligue 1 champions AS Monaco, currently in second place in the championship behind Paris St Germain, have appointed digital agency Seven League to drive the club’s global digital strategy.
Barcelona renew Beko sponsorship in 3-year €57m deal
February 16 – Beko has extended its sponsorship of FC Barcelona, establishing the Turkish domestic appliance brand as a main partner and FC Barcelona’s official Training Partner whilst remaining FC Barcelona’s first choice for home appliances. Beko will also get a sleeve sponsorship position on the Barca shirt.
Pepsi #LoveItLiveIt with Messi, Kroos, Marcelo and Lloyd
February 15 – Coca-Cola may have the World Cup rights but Pepsi own Lionel Messi, Marcelo, Tono Kroos and US women’s star Carli Lloyd. It is a classic global event brand vs the cult of the personality marketing war. Coke have the greatest show on earth, Pepsi have the greatest showman, and some of the next best too.
Inter hand official Instagram feed over to Rafinha for a day, numbers rocket
February 15 – Internazionale, who recently opened their state-of-the-art ‘Media House’ to drive the club’s content proposition, have taken another new step entrusting their official Instagram account to their mercurial Brazilian midfielder Rafinha for a day.
Premier League secures £4.46bn for domestic TV rights with two packages still to sell
By Andrew Warshaw
February 14 – The bubble hasn’t exactly burst for domestic rights to show Premier League games but maybe a ceiling has been hit in terms of the value of matches.