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Football Marketing

MLS goes mobile internationally with OneFootball, including taking a piece of the business

October 1 – The MLS is taking an ownership position in mobile streaming platform OneFootball in a deal that will give OneFootball access to MLS highlights.

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Football Marketing

EA Sports renews Uber sponsorship for FC25

October 1 – EA Sports has announced a continuation of its partnership with Uber Eats for a second year, which will see Uber Eats and Uber One branding on virtual pitch-side boards for the video game maker’s new FC25 release.

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Digital platforms

Italy’s Soccerment picked for MLS Innovation Lab

September 30 – Italian sports technology company Soccerment has been selected to join Major League Soccer’s (MLS) Innovation Lab, as part of the second cohort of the league’s new tech business development initiative. 

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Football Marketing

Chiliz forms agency to advise on crypto deals for sports

September 27 – Blockchain specialists Chiliz Group have launched Chiliz Sports, a sports marketing agency that will focus on creating business opportunities between the sports and crypto industries.

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FIFA

Verizon becomes third tournament sponsor for 2026 World Cup

September 25 – US telecoms giant Verizon has agreed a 2026 World Cup sponsorship, with the network provider named the Official Telecommunication Services Sponsor for the tournament in Canada, Mexico and the USA.

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Broadcast

Bundesliga forced to re-auction domestic TV rights package after DAZN wins legal challenge to Sky deal

September 25 – Germany’s DFL has been told to re-auction its key domestic media rights package after a court ruled in favour of global sports streaming service DAZN in its legal dispute with the league.

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Broadcast

A-Leagues boosts Sky NZ broadcast deal as Auckland set for debut

September 29 – Australian Professional Leagues (APL) and Sky New Zealand have confirmed that the upcoming three seasons of the A-Leagues will be available to watch exclusively on Sky.

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Football Marketing

Barclays doubles down on Women’s Super League title sponsorship

September 23 – The new company overseeing the top two tiers of English women’s football and title sponsor Barclays have agreed the biggest deal in the history of the domestic game.

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Digital platforms

Chiliz Group’s Includ3d aims to open up web3 for sports at all levels

September 23 – Sports-focussed blockchain project Chiliz Group has launched Chiliz Includ3d, the newly branded arm of the group that will aggregate its various social impact initiative.

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Digital platforms

LaLiga gets rolling with TikTok content partnership

September 23 – LaLiga and TikTok have announced a landmark multi-year strategic partnership, positioning TikTok as the official digital content partner for the Spanish football league. 

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Football Marketing

Good timing: Man City strap in Jacob & Co as local partner

September 23 – Manchester City has signed a multi-year sponsorship deal with luxury watchmaker Jacob & Co, marking the brand an official local partner. 

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Football Marketing

Bundesliga partners with Relevent to accelerate its push into US, Mexico and Concacaf markets

September 20 – Germany’s DFL Deutsche Fußball Liga is building on its US ambition with a partnership with the LaLiga joint-owned football marketing group Relevent Sports in a bid to capture a North American fanbase and money for the German league.

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Europe

Qatar Airways lands on more UEFA properties in deal that runs to 2030

September 20 – Qatar Airways has deepened its sponsor partnerships with UEFA becoming the official airline partner of the Champions League, in a deal that runs until 2030.

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Football Marketing

LaLiga expands its crypto roster with ‘multi-million’ Bitget deal

September 20 – LaLiga have signed a multi-year deal with Bitget which will see the company become the league’s Official Crypto Partner in the Eastern, Southeast Asian and Latin American regions.

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Football Marketing

US energy drink Reign Storm sign with Chelsea Women for UK rollout

September 20 – American Energy Drink company Reign Storm have signed as Chelsea Women’s Official Energy Drink Partner in a multi-year deal with the reigning Barclays Women’s Super League champions.

Read more …

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