April 13 – Business and accountancy software specialists Xero have signed on as a FIFA Women’s Football Partner in a multi-year deal that starts in 2023 and covers the World Cup Australia & New Zealand 202, as well as the 2024 and 2026 editions of the FIFA U-20 Women’s World Cup and the FIFA U-17 Women’s World Cup.
April 13 – Football club branded credit cards are back in marketing fashion. Premier League Liverpool have announced financial technology firm Cardless, as an official affinity partner for the launch of club’s first branded credit card for US supporters.
April 12 – Online bookmaker Betcris, based in Costa Rica, has increased its sponsorship footprint in Central America with a three-year deal with Guatemalan club Toros del Malacateco (CD Malacateco).
April 11 – Manchester City’s thrilling 2-2 draw with Liverpool on Sunday captivated television audiences across the globe in the race for the Premier League title but off the field City faces more scrutiny, this time over its official global betting partner Marathonbet, which is approved by the Kremlin for its gambling operations in Russia.
April 8 – Italian giants AC Milan have launched their first official NFT, a 3D NFT of a Rossoneri jersey found in South Sudan.
April 8 – Virtual advertising specialist Supponor has been given German league-wide approval to supply software-based virtual advertising, via its Supponor AIR solution, from the Deutsche Fußball Liga (DFL).
April 7 – AC Milan has unveiled video game maker Konami Digital Entertainment as the club’s first Official Training Wear Partner.
April 7 – FIFA World Cup sponsor Hisense has expanded its sponsorship footprint in the US in a multi-year partnership with the United Soccer League (USL). The deal covers all of the USL’s professional and development leagues.
April 6 – UEFA have swapped Panini for Topps as its official UEFA EURO 2024 license partner for official stickers, trading cards and collectibles.
April 5 – beIN Media Group is rebuilding its broadcast relationship with the Asian Football Confederation (AFC) piece-by-piece with an agreement to extend it rights to cover the 2022 AFC Champions League and AFC Cup.
April 1 – LaLiga’s brand is growing, according to the latest Brand Finance annual report that ranks brand strength by countries.
April 1 – The European sponsorship market bounced back in 2021 with a 17.8% uplift after a slow 2020, but has not yet returned to the pre-pandemic levels of 2019, according to the 2022 ESA Sponsorship Market Overview.
March 31 – After a three-year hiatus Manchester United are taking their fan engagement event back on the road with Miami, Florida, as the first stop on April 16.
March 30 – Argentina and Paris Saint-Germain star Lionel Messi has agreed a three-year deal to promote digital fan token company Socios.com. Reports say Messi will earn $20 million from the endorsement.
March 30 – LaLiga has combined with SportBoost to create opportunities for athletes and ex-athletes by connecting them technology startups.