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Partnerships

Puma and Man City owner CFG sign £320m+ multi-club kit deal

By Paul Nicholson

February 28 –  City Football Group (CFG) owners of Manchester City, have signed a kit sponsorship with Puma which will see the sportswear company supply five of CFG’s clubs in what Puma says is its biggest deal ever.

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Football Marketing

Socios.com targets South American expansion for crypto-based fan-token platform

January 24 – Socios.com, the tokenized fan-voting platform based on crypto currency is expanding into Latin America.

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Football Marketing

Liverpool dials in Mitel to speed up operations and boost fan engagement

November 27 – Premier League Liverpool has added global business communications provider Mitel, already a partner of club owner Fenway Sports Group’s Boston Red Sox major league baseball team in the US, as the club’s Official Global Unified Communications Partner.

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Football Marketing

Coffee break: Lavazza takes over at Anfield with exclusive Liverpool deal

November 1 – Liverpool have added the Lavazza Group as the club’s official coffee partner in the UK. The deal will see Lavazza become the exclusive coffee at the Anfield Stadium.

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Football Marketing

Man United keeps sponsor roster healthy with Canon Medical renewal

November 1 – Manchester United have renewed their partnership with Canon Medical Systems Europe as the club’s Official Medical Systems Partner. The agreement was first signed in 2013.

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Football Marketing

Man City go cashless with tappit for fan events in UK and Asia

October 18 – Manchester City have agreed a deal with cashless experts tappit, who becomes the Club’s Official Events Cashless Payments Partner.

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Football Marketing

West Ham add FX specialists Global Reach as official payments partner

September 21 – London-based foreign exchange business, Global Reach, has become West Ham United’s Official Payments Partner.

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Football Marketing

LaLiga predicts big Indonesian build-up with SportsHero deal

August 31 – Sports prediction and gamification app SportsHero has become LaLiga’s exclusive Indonesian partner for the 2018/19 season, with an option to extend for a further season.

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Football Marketing

Melitta expand regional Man Utd deal to global partnership

August 6 – Manchester United have expanded their deal with coffee brand Melitta from a regional to a global partnership. As part of the deal Melitta will create a collection of Manchester United and Melitta branded coffee machines, coffee beans, and cups.

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Football Marketing

Brazil’s Santos force Umbro to renegotiate saying agreed deal was too cheap

February 21 – After just four months Brazilian top-tier side Santos have renegotiated their kit deal with Umbro, saying that the original agreement was unfair and having threatened to cancel the partnership.

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Football Marketing

LaLiga adds telecom giant Irancell to regional partner roster

December 13 – LaLiga has added Iranian telecommunications company Irancell as a new regional partner. Irancell has more than 230 million customers in 22 countries across Europe, Africa and the Middle East.

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Football Marketing

German and Colombian leagues get hooked-up with co-operation agreement

October 27 – The Deutsche Fußball Liga (DFL) has signed a co-operation agreement with the Colombian División Mayor del Fútbol Colombiano (DIMAYOR) that will see the two leagues  develop joint sports, marketing and management initiatives.

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Football Marketing

Nottingham Forest given boost with Healthspan partnership

September 26 – Championship club Nottingham Forest have signed a one-year partnership with vitamins and supplements manufacturer Healthspan.

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Partnerships

Inter Milan and Japan’s iCure link for Inter Health Academy project

September 7 – Inter Milan have hooked up with Japanese company iCure to share best practices in the field of physiotherapy and rehabilitation as part of the Inter Academy Health project.

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Football Marketing

Bavarian brothers: Bayern and Siemens form new technology alliance

July 4 –  Munich-based German engineering firm Siemens has been named as the Performance Partner of FC Bayern München in a three-year deal starting with the new season.

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