Liverpool re-tread Maxxis deal for another two years
August 26 – Premier League Liverpool have renewed tyre manufacturer Maxxis for a further two year sponsorship, the second time it has extended its partnership with the club.
Football Marketing
Paddy Power and Betfair cash in with another mega-merger
By Paul Nicholson
August 26 – Consolidation in the betting market is continuing with Irish bookmaker Paddy Power and betting exchange Betfair set to merge in a multibillion euro creating a combined business of more than €1.5 billion annually.
Bayer 04 Leverkusen settle sponsor case for €10.9m to focus on football
By Mark Baber
August 26 – Bayer 04 Leverkusen have settled the outstanding case with Teldafax following a recommendation from the Higher Regional Court in Cologne, thereby ending a long-running legal dispute with the insolvency receiver involved with the TelDaFax companies.
LA Galaxy scores a sponsorship hat-trick
By Ben Nicholson
August 26 – As befitting their Forbes ranking of second spot in MLS clubs’ value, LA Galaxy has pushed on to add new partnerships to their business roster, and not just foreign imports to their playing roster.
Man City’s tunnel vision for fans looking to get closer to the action
August 25 – What happens in the dressing room stays in the dressing room, so the saying goes. But sometimes it spills over into the tunnel. Now Manchester City will bring all the tunnel action to fans via a user-controlled 360˚ Tunnel Cam that will broadcast via the club’s official YouTube channel.
West Ham begin countdown to Olympic Park move with Royal London
August 25 – Premier League club West Ham United have announced Royal London as its Official Timing Partner in a two year deal that will cover the club’s final season at the Boleyn Ground and its first at the reconfigured Olympic Stadium.
We:Ex to get touchy feely with fans at IFA Berlin
By Paul Nicholson
August 21 – Expanding the digital experience to connect with more fans in more locations and in different ways, has become a holy grail for clubs worldwide. It is all about building big numbers of connected people to your brand. But what if that digital experience could be turned into a physical experience. Rather than just hearing and seeing action as it happens you could physically feel it as well.
Man Utd top Twitter growth table in a week that shows slowdown after boom start
By Paul Nicholson
August 21 – Manchester United have continued their seemingly unstoppable march to the top of the overall premier league club Twitter table, again clawing back more than 15,000 followers on the lead of table toppers Arsenal and Chelsea.
Hublot decides timing is right for entry into UEFA club competitions
August 20 – UEFA has announced Hublot as its official licensed watch partner for the Champions League and Europa League in a three-season deal from 2015 to 2018.
Man Utd rolls dice again and comes up with Donaco
August 20 – English Premier League giants Manchester United are on a good run in the betting and gaming business, announcing Donaco as the club’s first Official Casino Resort Partner in Thailand, Cambodia, Vietnam, Laos, Myanmar and South Korea.
Juventus launch new app for new season as it continues digital drive
By Paul Nicholson
August 19 – Italian giants Juventus, current Serie A champions and the country’s club leaders in the digital world, having taken another step forward with the launch of a new app for the new season that opens this weekend.
Botafogo build digital content as part of brand plan to return to top tier
By Samindra Kunti
August 17 – Brazilian club Botafogo have partnered with IO2 Technology for development sponsorship to boost engagement on its digital platforms.
Emirates unveils new deal with Arabian Gulf League, but Iranian tensions simmer
By Mark Baber
August 14 – Emirates announced Thursday that it has signed a three-year deal with the UAE’s domestic league – officially known as the ‘Arabian Gulf League’ – as its Official Partner and Airline, in a move which risks exacerbating tensions with Iran.
PSG joins Barcelona and Juventus in Tecate’s Mexican portfolio
By Paul Nicholson
August 12 – Mexican beer brand Tecate has added a third regional sponsorship of one of Europe’s top club, this week signing Paris Saint-Germain who join Barcelona and Juventus as having Tecate as the official regional beer.
Online betting platforms Betfair and Bet365 punt on Arsenal and WBA
By Mark Baber
August 11 – Just days into the new season, Premier League clubs Arsenal and West Bromwich Albion have signed new betting partnerships with Betfair and Bet365 respectively.