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Football Marketing

Mengniu expands FIFA deal to cover next three World Cups

August 4 – China’s Mengniu has attached its name to FIFA’s next three World Cups, extending a previous partnership with the world federation. 

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Football Marketing

Everton sign KICK as sleeve patch sponsor

August 4 – Everton FC have agreed a multi-year sleeve sponsorship with online streaming platform KICK.

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Football Marketing

Arsenal lands another four years of Emirates shirt sponsorship at £50m per season

August 3 – Arsenal have renewed their shirt sponsorship with Emirates in a deal that will take the partnership through to at least 2028.

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Broadcast

Bundesliga continues building in India with Sony Pictures TV rights deal

August 3 – Germany’s Bundesliga have extended their broadcast rights deal with Sony Pictures Networks India for a further three-years in India and the subcontinent.

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Digital platforms

Japan’s Brilliantcrypto sign with PSG for global launch

August 2 – French champions Paris Saint-Germain have secured a two-year global partnership with Japanese game developers Brilliantcrypto.

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Football Marketing

AS Monaco add Bang & Olufsen as back-of-shirt sponsor

August 2 – France’s Ligue 1 giants AS Monaco have announced Danish luxury audio brand Bang & Olufsen as the newest member of their premium partner family.

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Football Marketing

Adidas agree £900m+, 10-year renewal with Man Utd

August 1 – Manchester United have announced a 10-year extension to its partnership with Adidas worth almost £1 billion.

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Football Marketing

Roma go regional with 678.com deal

August 1 – Italian giants AS Roma have announced a new regional sponsorship with Asia-targeted betting site 678.com.

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Football Marketing

Ukraine’s Dynamo Kyiv kicks off season with VBET as new shirt sponsor

July 31 – Ukraine’s Dynamo Kyiv has replaced online bookmaker FAVBET with another online bookmaker, VBET, as the club’s main sponsor in a one-year deal.

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Football Marketing

EA and Premier League combine with US Soccer Foundation for NJ mini-pitch

July 31 – The Premier League and EA Sports have teamed up with the US Soccer Foundation to build a state-of-the-art mini pitch in their latest effort to provide community access to football.

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Digital platforms

Bundesliga targets boost in US fan engagement with Minute Media deal

July 27 – Germany’s Bundesliga have struck a partnership with digital publisher Minute Media in an effort to increase fan content and engagement in the United States.

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Digital platforms

Stats Perfom adds Swiss league to official data provision portfolio

July 27 – The Swiss Football league (SFL) has chosen Stats Perform as its official data partner in a three-season deal that will run into 2026 and boost the league’s real time statistics and visual data content for fans.

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Football Marketing

Belgian lottery renews Lotto Park naming rights with Anderlecht

July 25 – The Belgian national lottery – Nationale Loterij – has renewed its club sponsorship of RSC Anderlecht including the naming rights to the stadium. 

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Broadcast

Albanian FA tenders domestic broadcast rights for next three seasons

July 25 – The Albanian Football Federation (FSHF) has issued a tender for the sale of the TV rights to the First League, Second League, the Super Cup and the Albanian Cup tournament.

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Football Marketing

Polish bookie STS moves into club market with two new deals

July 25 – Polish bookmaker STS has agreed new sponsorships with Polish clubs Korona Kielce and GKS Katowice. 

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