De Bruyne scores crypto deal with Phemex
August 8 – Manchester City star Kevin De Bruyne has become the official brand ambassador for cryptocurrency exchange Phemex.
Partnerships
Man City refuels with Gatorade partnership through to 2025
August 2 – Manchester City has renewed its partnership with Gatorade until 2025. The sports drink and nutrition brand first started working with the club in 2017 with the men’s team, adding the women’s team in 2019..
Man Utd expands Sportsbreaks.com deal to bring more US and Canadian fans to Old Trafford
July 28 – Manchester United has expanded its year-old partnership with Sportsbreaks.com to focus on North America and market official ticket and hotel packages to Manchester United fans in the US and Canada.
Man City re-supplies its cyber war defenses with Acronis renewal
July 25 – Manchester City has renewed its partnership with cyber protection specialist Acronis.
Aston Villa change strip with Castore replacing Kappa
May 31 – Aston Villa are changing kit supplier, moving to fast-growing Castore from Kappa in a multi-year partnership that will start with the 2022/23 season.
Man City keeps Xylem deal flowing as CFG aim to make business ‘water positive’
May 31 – Premier League Champions Manchester City have renewed their multi-year global partnership with water technology leader, Xylem, in an agreement that also covers MLS Champions New York City FC and Indian Super League club Mumbai City, who are part of City Football Group (CFG).
UEFA trades Panini for Topps as sticker and trading card partner
April 6 – UEFA have swapped Panini for Topps as its official UEFA EURO 2024 license partner for official stickers, trading cards and collectibles.
LaLiga teams with Casillas’ SportBoost to match players to tech startups
March 30 – LaLiga has combined with SportBoost to create opportunities for athletes and ex-athletes by connecting them technology startups.
CFG goes back to school with launch of City Football Leadership Institute with BrandEd
March 10 – Manchester City owner, City Football Group, is entering the education business via a partnership with BrandEd,to launch the City Football Leadership Institute.
Inter Milan team up with REPs for roll out of Inter Academies in the UAE
February 23 – With covid restrictions easing, Inter Milan have restarted their international academy project opening a second initiative in the UAE in Sharjah. Inter already has an academy project open in Dubai.
Sporting KC agrees new shirt sponsor; MLS seeking betting data deal
February 14 – With the MLS season kick off less than two weeks away clubs and the MLS itself are scrambling to close new partnership and sponsorship deals for the season.
Celtic sign Strikerz deal for launch of UFL video game
January 13 – Celtic are the latest club to partner with Strikerz Inc., the firm behind the online football video gamingleague, UFL, that is currently in development and which the firm promises will bring a revolution in online football video gaming.
Remington cuts new deal with Manchester United
January 14 – Personal care brand Remington has extended its sponsorship and branded product partnership with Manchester United for a second term, understood to be three years.
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.
Udinese celebrate 125th with extended Macron deal
December 1 – Udinese, celebrating their 125th birthday yesterday, announced the extension of their kit partnership with Macron through to June 2025.