European football club sponsorships grow by 22%, finds report
August 15 – European football saw a 22% increase in sponsorship and marketing partnerships by brands last season, a doubling of the previous season’s 11% growth.
Sponsorship
Chivas Regal toasts new Arsenal deal with bar and pub promo
August 15 – Arsenal have announced a new multi-year partnership with Chivas Regal which will see the brand become the club’s first Official Whisky Partner ahead of the 2024/25 season, supporting both men’s and women’s teams.
Chelsea extend TMGM deal in Asia-Pacific markets
August 15 – Premier League side Chelsea have boosted their deal with forex traders TMGM with a multi-year extension which will see TMGM continue as the club’s Official Regional Online Forex and Trading Partner in the Asia-Pacific region.
Snapdragon ready to build on Old Trafford relationship
August 13 – Manchester United’s iconic Old Trafford stadium may soon sport a new name if shirt sponsor Snapdragon pursues its interest in acquiring the venue’s naming rights.
Cardiff City sign two-year shirt sponsorship with QuinnBet
August 13 – Championship side Cardiff City have signed a two-year deal with QuinnBet which will see the Casino Operator sponsor the back of the Bluebirds’ First Team playing shirts starting this season.
Sony keeps its PlayStation brand front and centre of Champions League sponsorship
August 8 – Sony Interactive Entertainment (SIE) has added another three years to its UEFA sponsorship of the Champions League which it uses to promote its PlayStation brand of products.
FC Shkupi books in Pasha Group for shirt sponsorship
August 9 – North Macedonian FC Shkupi has agreed a sponsorship with the Pasha Group hotel chain who will take the front of shirt logo position for the coming season.
Lucozade signs up to aid Liverpool recovery
August 8 – Liverpool have announced Lucozade as the club’s official sports hydration partner on a multi-year deal as the British drinks brand moves to re-establish its presence with the club, which it first partnered with in 2010.
StarGames expands its German footprint with Dortmund deal
August 8 – German Bundesliga club Borussia Dortmund have agreed a multi-year premium partner deal with online gaming company StarGames as the online betting platform looks to elevate exposure within the European market with the eight-time Bundesliga champions.
Monaco plug in Renault on front of shirt for centenary and UCL campaign
August 7 – Champions League-bound AS Monaco have announced Renault as the club’s major sponsor partner, with the side set to don the Renault logo for all of their upcoming UEFA Champions League and Ligue1 matches this season.
Spurs Women taps into Drip sponsorship with focus on sustainability
August 6 – Tottenham Hotspur Women have agreed a sponsorship with mineral water firm Drip, who become the teams Official Front of Training Wear Partner for the 2024/25 season.
MaxBet takes Novi Sad’s main sponsorship as Serbian club begins stadium renovation
August 6 – Serbia’s Vojvodina Novi Sad has unveiled bookmaker MaxBet as its main sponsor. The company’s logo will be on Vojvodina’s shirts for the next two years.
Emirates renews FA Cup naming rights for further four years
August 2 – The English Football Association (FA) has extended its long-term global partnership of the FA Cup with Emirates for a further four years, that will see the world’s oldest domestic cup competition continue to be called the Emirates FA Cup until 2028.
Bookmaker Elitbet to rebrand Bulgaria’s third tier
July 31 – The Bulgarian Football Union (BFU) has signed a two-year partnership agreement with the bookmaker Elitbet. Who will become the main sponsor of the third tier of Bulgarian football.
Betway takes title sponsorship of South Africa’s Premier Soccer League in £38m deal
July 30 – Online bookmaker Betway, who last week agreed a sponsorship with Manchester City, has also unveiled its title sponsorship of South Africa’s Premier Soccer League (PSL).