Bundesliga renews Sportradar deal with addition of AI-driven engagement tools
December 23 – Germany’s Bundesliga International has extended its agreement with Sportradar for a further five years.
Football Marketing
Sexy baccarat and hot dog eating off marketing menu as BK8 return with Huddersfield deal
December 23 – Christmas has brought a timely boost for English Championship club Huddersfield Town, with BK8 signing on as the club’s Global Betting Partner for the remainder of the 2021/22 season.
Man City women secure a place in the sun with Costa Daurada tourist board
December 23 – Manchester City Women’s team will warm up their new year campaign with a training camp in CostaDaurada, whose tourist authority has become the team’s latest sponsor.
Crypto crash landing: Arsenal under fire for misleading ‘fan token’ ads
December 22 – The UK’s advertising watchdog has rebuked Premier League Arsenal over two promotions for ‘fan tokens’, a type of cryptocurrency that has exploded in popularity.
VISA carded for FIFA Women’s football sponsorship
December 21 – FIFA has announced VISA as its first Global Women’s Football Partner under its newly launched commercial partnership structure that has separated the mens and women’s commercial sales sponsor offers and which comes into effect in 2023.
AstroPay expands Burnley deal to women’s shirt sponsorship
December 21 – Premier League Burnley’s sleeve sponsor AstroPay, has added the short sponsorship of the club’s women’s team to its assets, as well as taking a sponsorship of the dugouts at Turf Moor.
Barclays doubles women’s sponsorship to £30m to cover WSL and grassroots
December 16 – Barclays has doubled its investment in women’s football in England to more than £30 million in a three-year deal.
Newcastle greenlighted to sign Saudi sponsors, but only at ‘fair’ market rate
December 15 – Newcastle United will be allowed sponsorship deals with Saudi Arabian companies as long as the Premier League considers them “fair market value”.
NWSL players get salary top-up in crypto with Voyager deal
December 15 – National Women’s Soccer League (NWSL) players in the US will be getting a wage boost in the form of cryptocurrency following the announcement of a multi-year sponsorship with Voyager Digital.
CVC fund-raising completed, LaLiga secures €4.95bn domestic TV deal
December 14 – La Liga has sold its domestic broadcast rights to Movistar, DAZN for €4.95 billion for five seasons, the league said in a statement.
Juve mine gold bar merchandise deal with Aurora, no irony intended
December 14 – Juventus has teamed up with jewellery brand Aurora. The deal will give Aurora more exposure in the Italian market.
Brentford structures Steelo partnership around community initiative
December 14 – Premier League newcomers Brentford have signed structural steel fabrication company, Steelo, as an Official Club Partner until the end of 2023/24 season.
Crystal Palace become sixth Premier League club to go crypto with Socios.com
December 9 – Socios.com are racking up the crypto air miles. Having yesterday announced Brazil’s Palmeiras as joining their Fan Token universe, today they are in Europe unveiling Crystal Palace as the sixth Premier League team to sign up.
Copa Libertadores winners Palmeiras are latest to champion Socios.com fan token
December 8 – Copa Libertadores champions Palmeiras have become the fifth Brazilian club to commit to launching an official Fan Token – $VERDAO – on the Socios.com app.
Shot in the arm for Gunners’ women with Lavazza deal
December 7 – Italian coffee maker, Lavazza, has become the Official Coffee Partner of Arsenal Women, extending Lavazza’s relationship with the club that started in October 2018.