Spurs complete hattrick of BetMGM Premier League sponsorships
July 4 – Tottenham Hotspur have signed a multi-year partnership that will see BetMGM take over from struggling Getir as the front of training wear partner for the club’s men’s team.
Football Marketing
Italy’s Serie A gets moving with Enilive title sponsorship
July 4 – Italy’s Lega Serie A has unveiled its new logo incorporating title sponsor Enilive for the first time.
Barca put cash before conscience with 1XBET sponsorship renewal
July 3 – FC Barcelona have extended their deal with 1XBET, which will see the controversial online casino continue as the club’s Global Partner and Official Betting Partner until June 2029.
Ligue1’s Monaco renew AMP shirt sponsorship
July 3 – AS Monaco have extended their current deal with front-of-shirt sponsor AMP Monaco, signing a new agreement with the Monegasque jewellers which is penned to run until 2026.
Liverpool add Husqvarna to sponsorship roster
July 3 – Premier League Liverpool have announced smart mowing and robotic technology specialists Husqvarna to its partnership family for the 2024/25 season.
Ali Koç keeps his car dealership parked on Fenerbahçe shirt
July 3 – Turkey’s Fenerbahçe have extended their main shirt sponsorship with car dealership Otokoç for another year until the end of the 2024/25 season.
Inter sign record breaking shirt deal with Betsson
July 2 – Serie A champions Inter Milan have signed a record-breaking partnership with Betsson Sport, penning a new four-year agreement they said the biggest shirt sponsorship deal in the club’s history.
Online bookie 96.com bets on a Burnley bounceback to Premier League
June 30 – Burnley, relegated from the Premier League last season, have signed a two-year shirt sponsorship deal with online casino and betting platform 96.com.
Adidas secure Argentine FA through to 2038
June 28 – The Argentine Football Association (AFA) have added 14 years to their Adidas partnership, taking a relationship that was formalised in 2001 through to 2038.
Tyremaker BKT adds 4 years to Serie B title sponsorship
June 28 – Indian tyre maker BKT has renewed its title sponsorship of Italy’s Serie B – Serie BKT – for a new four-team term starting this coming season and ending in 2028.
Hungry Wolves devour a second betting sponsor with LeoVegas deal
June 28 – Wolverhampton Wanderers have agreed a new multi-year partnership with LeoVegas Group, which will see the group’s sports betting brand BetMGM UK become the club’s official European betting partner for the next two seasons.
EFL increases media bandwidth with new renewed radio deals
June 27 – The English Football league, whose 72 clubs underpin professional football in England, have renewed its key national radio rights deal with talkSPORT for a further four years.
Wolves look to break ‘templated’ kit supply model with SUDU deal
June 27 – Premier League Wolverhampton Wanderers have stepped away from the traditional big name kit suppliers to do what they say is a “landmark deal” with sportswear brand SUDU.
FICO backs Chelsea’s US tour
June 27 – Chelsea FC have expanded their partnership with global analytics software businses FICO.
Eintracht Frankfurt to swap Nike for Adidas in 5-year deal from 2025
June 26 – Eintracht Frankfurt has ended their kit deal with Nike, switching to adidas in an initial five-year partnership starting with the 2025/26 season onwards.