Beer brand Castel returns to sponsorship of Malawian football
April 18 – Beer brand Castel has returned to sponsor Malawian football with an €887,000 (1 billion Kawcha) commitment to the local challenge cup.
Football Marketing
Brazil’s Serie A renews 5-year Assai naming rights for a further season
April 18 – Brazilian wholesaler Assaí Atacadista has extended its title sponsorship of Campeonato Brasileiro Série A for a further season.
EA Sports FC brand launched globally as video gamer ends its FIFA friendly
April 14 – EA Sports has started the brand building for its EA SPORTS FC title that will launch at the end of the year, ending EA’s use of the FIFA brand after a 20-year association.
Volkswagen Canada accelerates into another 5 years of Canadian Premier League sponsorship
April 14 – With just two days to go to the start of the season the Canadian Premier League (CPL) has announced it has renewed its longstanding partnership with Volkswagen Canada through 2028.
Visa adds 33 new players to Team Visa programme ahead of 2023 Women’s World Cup
April 12 – FIFA sponsor Visa has unveiled the names of 33 women players who it will sponsor via its Team Visa programme up to and through the Women’s World Cup Australia & New Zealand 2023.
Online bookie Tonybet agrees multi-year sponsorship with Canadian Premier League
April 13 – The Canadian Premier League (CPL) has unveiled online gaming company tonybet as its Official Sports Betting and Online Casino Partner in a multi-year deal.
Chinese motor brand Haval parks on back of CSKA’s shirt
April 12 – Bulgaria’s CSKA Sofia has signed a new shirt sponsorship deal with Chinese car brand HAVAL.
Jacob’s Creek breaks new sponsorship ground as first wine sponsor of WWC 2023
April 5 – Australian wine brand Jacob’s Creek has become an Official Supporter of the Women’s World Cup 2023 that kicks of July 20.
CPL dials in telecoms giant Telus for 2023 kick off and a five-year deal
April 6 – The Canadian Premier League (CPL) has unveiled Telus as the league’s Official Telecommunications, Digital Health and Home Security Partner in a five-year deal.
AFA builds on World Cup win with Dafabet deal for Asia
April 4 – Capitalising on their world cup win, the Argentine Football Association (AFA) has agreed a two-year regional sponsorship agreement for Asia with Dafabet.
Axi renews Man City deal, trading up to include women’s team
March 31 – Manchester City has renewed its global multi-year partnership with financial trading platform Axi,expanding the partnership to include the club’s women’s team.
AC Milan dials in AfinnaOne and bakes deal with Molina Casillo
March 31 – AC Milan has added two new commercial partners. Telecommunications company AfinnaOne is the club’s new Telco Partner while Italian flour miller and baker Molino Casillo, becomes an official partner.
Carling agrees 3-year Welsh sponsorship as the Dragons fire up Euro 2024 campaign
March 30 – Carling, the UK’s best-selling lager, has agreed a new three-year sponsorship of the Welsh FA that will run through Euro 2024 qualifying and up to the end of the 2026 World Cup.
Enterprise belted in for St Louis City’s record breaking MLS debut
March 30 – St. Louis City SC, whose debut in the MLS this season has seen them set debut records winning each of their first five games, has added car rental business Enterprise as a ‘Founding Partner’ sponsor in a wide-ranging multi-year agreement.
African bookmaker SportyBet picks up Man City regional rights
March 29 – Manchester City has signed a new regional partnership with SportyBet who will become the club’s Official Betting Partner in Africa.