April 24 – Juventus and WPP-owned sports marketing agency Two Circles have agreed a five-year partnership to collaborate on the 36-time Italian Champions’ new commercial partnerships programme.
April 25 – Manchester City have agreed a multi-year partnership with digital collectible business Quidd, a subsidiary of Animoca brands, who first partnered with the treble winners in December 2020.
April 24 – The Romanian Football Federation (FRF) and Autoklass, Mercedes-Benz’s Romania dealership partner, have extend their sponsorship partnership for another two years. Autoklass began its sponsorship in 2019.
April 23 – Aston Villa have confirmed their shirt and principal partner deal with Kaizen Gaming brand Betano, worth an estimated £20 million over two seasons.
April 19 – US home improvement chain Lowe’s has brought a Hispanic focus to a new sponsorship covering Conmebol’s Copa América 2024 USA, MLS side Inter Miami, and Lionel Messi.
April 19 – The Football Association of Montenegro (FSCG) has extended its sponsorship contract with Trebjesa Brewery, one of Montenegro’s biggest companies.
April 18 – DAZN has renewed its broadcast rights deal with LaLiga EA SPORTS in Italy and Portugal, guaranteeing coverage of all 380 matches from the Spanish competition.
April 18 – Colombian music artist Karol G is the next artist to benefit from Spotify’s association with FC Barcelona, as the club unveils the latest limited-edition kit ahead of El Clasico this Sunday.
April 17 – Welsh club Wrexham, made internationally famous by their Hollywood owners Ryan Reynolds and Rob McElhenney and the Netflix documentary ‘Welcome to Wrexham’, have signed Gatorade as their official sports drink three days after achieving a second consecutive promotion into the EFL’s League One, England’s third professional tier.
April 17 – The English Football League (EFL) has renewed its broadcast production partnership with IMG taking it through to the end of the 28/29 season. Within the new deal, IMG is committing to deliver a ‘major upgrade’ to the EFL’s broadcast output for the next five years.
April 16 – The Israeli Football Association (IFA) has partnered with Israeli broadcast tech business Pixellot to distribute matches from its U19 2nd division and U16 elite league.
April 16 – The Football Federation of Kosovo and Raiffeisen Bank, the main sponsor of Kosovo’s second tier league, have launched an educational campaign among the clubs to boost their digital footbprints and increase their images profile.
April 12 – The Women’s Super League (WSL) has agreed a one-year extension with Sky Sports and the BBC for broadcast rights to the 2024/25 season while negotiations continue for a longer term deal from 2025.
April 12 – Premier League bounceback hopefuls Southampton have signed a four-year kit deal with Puma, which will see the sportswear brand become the Saints official kit supplier from the start of the 2024/25 season.
April 11 – The English Football League (EFL) has inked a new multi-year partnership with EA Sports FC, solidifying its status as an Official Partner and Official Licensee of the EFL.