Google becomes official sponsor of German women’s team
May 26 – The German FA (DFB) has signed a three-year deal with Google to become the official sponsor of the national women’s team with its Google Pixel brand.
Football Marketing
Barcelona switch on €50m TP Vision sleeve sponsorship
May 26 – FC Barcelona have a new sleeve sponsor. Netherlands-based TP Vision has become a ‘main partner’ of the club in a multi-year deal that begins with Barca’s home game against Mallorca this weekend.
Hyundai buckle in for seven more years of FIFA sponsorship
May 25 – FIFA has renewed its long-running sponsorship with Hyundai Motor Group and its Hyundai and Kia brands until 2030.
AS Monaco promise to push Web3 digital boundaries with Rarecubes hook-up
May 25 – French Ligue1 side AS Monaco has signed a partnership agreement with Rarecubes, a Web3 consultingagency, to support the development of a new digital platform for the club.
Puma bounces Mitre out the game with official ball deal in Scotland
May 24 – Scotland’s top men’s and women’s leagues have appointed Puma as the official match ball provider in a multi-year deal starting with the 2023/24 season.
Midea plug in for another year of Man City promotion
May 23 – Manchester City have extended their global partnership with home appliances producer Midea into a fourth term.
Back to front. BetCity upgrades its shirt deal with Vitesse, the bookie’s 3rd Eredvisie club
May 22 – Dutch online betting brand BetCity.nl, has moved its shirt sponsorship from the back of Eredivisie club SBV Vitesse Arnhem’s shirt, to the front.
Bettson takes shirt sponorship position with Argentina’s Racing Cub
May 22 – While Brazil has been plunged into a betting related match-fixing crisis, Argentinean clubs are moving deeper into the online gambling sponsorship market. Betsson has agreed a short sponsorship with Racing Club de Avellaneda for the 2023-24 season.
McDonald’s renews World Cup vows for women’s 2023 and men’s 2026 events
May 18 – FIFA has renewed its long-standing sponsorship with McDonald’s that will now run through the Women’s World Cup 2023 and FIFA World Cup 2026.
FC Bayern migrates to SAP Emarsys platform to drive fan engagment
May 18 – Bundesliga giant FC Bayern Munich has engaged the SAP Emarsys platform to drive its fan engagement experience and grow its active supporter base.
Serie A breaks up broadcast packages for Italy with €7.2bn target
May 17 – Serie A is targeting up to €7.2 billion from the upcoming sale of its domestic TV rights. The Italian top flight plans to extend contract durations from their current three-year cycle to up to five years in a bit to narrow the revenue gap with the Premier League, LaLiga and Bundesliga.
Turkey’s Buraspor agrees one season stadium naming rights deal as it targets climb back up the leagues
May 15 – Turkey’s Bursaspor has sold the naming rights to its stadium to Turkish company Sütaş.
EA Sports’ FIFA franchise delivers a 31% revenue bump as license comes to an end
May 12 – EA Sports FIFA video game, in the last season of its license of the FIFA name, has delivered a huge bonus for the gaming giant.
Nexen Tire renew with Man City but drop sleeve patch sponsorship
May 12 – Korean tyre giant Nexen Tire has renewed their long running sponsorship of Manchester City but will no longer have the club’s sleeve patch sponsorship position from the end of this season.
LaLiga tops Spanish sports by brand value in latest Brand Finance ranking
May 11 – The increased importance of LaLiga to ‘Brand Spain’ has been recognised in a ranking that calculates the value and Brand Strength Index of leading companies and organisations.