Liverpool expands retail footprint with Unisport deal
August 12 – Premier League Liverpool has begun a new partnership with football retailer Unisport to expand the club’s retail offering and increase access to official club merchandise.
Partnerships
Man City and CFG target Japanese growth with Abeam partnership
August 12 – Japanese-based management consultancy A-Beam Consulting has become an international partner of the English Premier League champions being designated the club’s Official Management Consulting Services Partner in Japan.
AC Milan gets card sharp with Repx licensing deal
June 16 – Serie A’s AC Milan have signed a new licensing partnership with UK fintech company Repx, which will see the launch of a new debit card on the Repx platform.
OL to stay on the Ho Chi Minh trail for another 3 years
March 25 – Olympique Lyon have extended their partnership to share best training practices and know-how with the Ho Chi Minh City Football Federation until 2023.
Derbystar renews ball deal early for another four years of Bundesliga
March 15 – Germany’s DFL has renewed its official ball deal with Derbystar for a further four years, concluding the agreement a year before the current deal expires and taking the partnership through to the end of the 2025-26 season.
Spurs partner with VivoPower in drive to become carbon neutral
February 25 – It isn’t quite the coffee-ground eco shirt of Forest Green Rovers, but Premier League Tottenham Hotspur have announced a new partnership with a London battery technology company as part of the club’s plans to become carbon neutral.
New Balance open up in Serie A taking AS Roma kit deal off Nike
February 16 – New Balance are to take over as AS Roma’s kit supplier from the start of the 2021/22 season, the first Serie A club to join the US leisurewear company’s team roster.
Roll-on end to lockdown. Everton agree ticket and travel partnership
January 21 – With hopes for an end to lockdown seemingly high in the north-west of England, Premier League Everton have agreed a multi-year deal with Clarity Sports to become the club’s new Official Team & Business Travel Partner and Match Break partner.
Hummel agree 5-year Saints deal as Under Armour exits early
January 18 – Premier League Southampton have ended their kit deal with US firm Under Armour three seasons early in favour of a new partnership with Danish sportswear brand, hummel.
Man City Women looking good with Salento Creazioni Moda partnership
January 5 – Manchester City Women are putting on the style with Italian fashionwear production house Salento Creazioni Moda who have become the team’s first ever global formalwear partner.
Mexico’s Liga MX pushes global betting footprint with Genius distribution deal
November 25 – Genius Sports Group has announced a data, streaming and integrity partnership with Mexico’s Liga MX. The Mexican league adds to the deal just signed with the Argentinian FA for its competitions.
PSG heats up digital activations with HotForex deal
November 18 – French giants Paris Saint Germain has signed foreign exchange and commodities broker HotForex as an Official Partner for the 2020-21 season.
RB Leipzig agrees a passage to India with ISL’s FC Goa
November 16 – RB Leipzig, the football equivalent of a challenger brand in Germany’s Bundesliga, has taken a step outside the general European club comfort zones with a strategic partnership with Indian Super League club FC Goa.
Man City link with Capstone Games for football manager mobile game
July 1 – With virtual gaming having become the major growth area for football as the world has been in lockdown, Manchester City, one of the early adopters of efootball, has expanded its immersion in via a new regional partnership with mobile game developer, Capstone Games.
LaLiga renews EA Sports in 10-year deal with focus on growing eLaLiga Santander
June 25 – Electronic Arts and LaLiga have extended their partnership in a 10-year deal that will keep EA Sports’ FIFA title as the league’s official and exclusive video games partner.