Ant builds payments nest at Tottenham Hotspur
September 13 – English Premier League club Tottenham Hotspur have teamed up with Ant International, a digital payment and financial technology leader, in a three-year deal.
Partnerships
Has AC Milan hit a home run with Yankees fashion partnership?
September 10 – Football and baseball are set to briefly unite as Serie A side AC Milan partner up with the MLB’s New York Yankees to collaborate on a limited-edition, co-branded fashion line.
Serie A battleground for video game licensing rights as Konami and Strikerz challenge EA’s dominance
September 9 – After four years with their official licensing outside of the world’s most popular football simulation game, Roma and Napoli will rejoin the fray as part of a big win for EA Sports ahead of the release of the FC 25 title later this month.
NYCFC brings in Klutch to market founding partnerships for new 25,000 capacity stadium
September 6 – The American gem in City Football Group’s global ownership portfolio, New York City FC, have announced Klutch Sports Group as the club’s agency of record for Founding Partnerships at New York’s first football-specific stadium, slated to open in 2027.
Botev Plovdiv turns to digital agency for marketing help
August 5 – Bulgaria’s Botev Plovdiv has signed a partnership agreement with Bulgarian digital advertising agency LED Zon.
LED Zon provides a wide range of marketing and advertising opportunities with a specialism in outdoor advertising.
Inter Milan make big promise to rock Orange County with new academy
September 4 – Inter Milan are taking a step into the increasingly competitive US market with the launch of an academy in Orange County, California.
Man City and EA Sports extend 13 year partnership for a fifth term
August 27 – Manchester City and EA Sports have agreed a multi-year renewal of their partnership, first signed in 2011, and now going into its fifth term. It is a partnership that has evolved into more than just image rights over the years to embrace a pro e-sports team as well as separate content generation.
English FA drives deeper into retail and merchandising business with Fanatics extension
August 21 – The English FA have announced a long-term renewal with Fanatics, expanding the retail, eCommerce and merchandising partnership the FA already holds with the global digital sports platform.
US giant Aramark signs partnership for Everton’s new the Bramley-Moore dock stadium
August 12 – A week on from lifting FC Barcelona out of LaLiga financial fair play danger, US catering giant Aramark has secured a partnership with Premier League Everton, becoming the Official Culinary Experience Partner for Everton’s new stadium in the Bramley-Moore dock area of Liverpool.
Barca bring in Fever to boost ticket marketing platform as return to Camp Nou nears
August 2 – FC Barcelona, who are moving towards completion of the Nou Camp stadium and the surrounding Espai Barça area, have agreed a five-year deal with ticketing technology specialists Fever.
Greeks renew agency deal with Ticketmaster for national team matches
August 1 – The Hellenic Football Federation (EPO) has renewed its partnership with US-owned ticket agency Ticketmaster.
Aussie A-Leagues kick off new 3-year Mitre deal
July 24 – Mitre will be the Aussie A-Leagues Official Match Ball Partner for the next three seasons.
Aston Villa agree retail partnership with JD Sports ahead of US tour
July 22 – Aston Villa have announced JD Sports as the club’s new official retail partner on a multi-year deal which will allow the retailer to stock official Aston Villa products online and in select stores nationwide.
Spurs secure crypto partnership with Kraken
July 17 – Tottenham Hotspur have announced a global brand partnership with crypto platform Kraken, which will become the club’s first Official Crypto and Web3 Partner, and the Official Sleeve Partner for its Men’s and Women’s teams ahead of the 2024/25 season.
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.