Sponsorship Archives - Page 17 of 116

Liverpool’s Asian adventure takes flight, powered by JAL

July 23 – While the bulk of England’s Premier League clubs appear to be heading for pre-season in the US, Premier League Champions Liverpool are in Asia, powered by Japan Airlines, and are being given the extra-special treatment as JAL didn’t just transport the squad to Hong Kong and Yokohama; they delivered them with ‘omotenashi’ – that uniquely Japanese concept of exceptional hospitality that goes beyond service into genuine care.

Europe

Inter strengthen Chinese ties with BYD deal

July 22 – Inter Milan have announced a new three-year partnership with Chinese electric vehicle giant BYD, naming the brand as the club’s official automobile partner.

Europe

Turkish Football Federation and Adidas sign ball agreement

22 July – The Turkish Football Federation (TFF) and Adidas have signed a three-year sponsorship deal, with the German sportswear consortium becoming the official match ball sponsor for all professional leagues in Turkey, the Ziraat Turkish Cup, the Turkcell Super Cup, and the Turkcell Women’s Football Super League.

Sponsorship

Arsenal agree multi-year fintech sponsorship with Airwallex

July 18 – Arsenal have announced a multi-year partnership with Airwallex which will see it become the club’s Official Finance Software Partner in a deal that aims to and streamline how the club handles payments – not just at the checkout, but across operations.

Sponsorship

Serbian FA tunes up its sponsorship with Mozzart bookmaker

July 18 – The Football Federation of Serbia has renewed its sponsorship with bookmaker Mozzart Company. FSS and Mozzart signed their first cooperation agreement in 2022, and the new contract between the two parties will run until 2028.

Football Marketing

Confederation of African Football partners with Midea for AFCON

July 17 – Midea will become an Official Sponsor of the 2025 African Cup of Nations (AFCON) – marking the Chinese white goods giant’s first formal partnership with the Confederation of African Football (CAF).

Football Marketing

Mesut Özil facilitates Umraniyespor shirt deal with DBE Holding

July 16 – Turkey’s Umraniyespor has signed a one-year back of jersey sponsorship with DBE Holding for the 2025–2026 season.

Football Marketing

West Ham extend Paul Robinson Solicitors deal to back of women’s shirt

July 15 – West Ham United Women have unveiled Paul Robinson Solicitors as the team’s new Back of Shirt Partner in a multi-year deal.

Football Marketing

Bookies find a way to beat the Italian gambling regulators

July 9 – A subsidiary of international online gambling giant Bet365 has orchestrated a deal with Italian champions Napoli that could beat the new Italian regulations on betting sponsorship and advertising in sport – a manoeuvre that highlights the increasingly sophisticated lengths to which operators will go to penetrate Europe’s fragmented regulatory landscape.

Football Marketing

Saved financially, Botev Plovid land three more years of Winbet sponsorship

July 9 – Bulgaria’s Botev Plovdiv and Bulgarian bookmaker WINBET have extended their partnership with WINBET to remain the main sponsor of the club for the next three years.

Sponsorship

AC Milan sells Milanello naming rights to Clivet

July 7 – AC Milan has expanded its partnership with Italian HVAC specialist Clivet, which will now serve as the club’s Official Climate Partner and take on naming rights for its training ground.

Premier League

Aston Villa agrees deal with bitcoin-based private bank Xapo

July 4 – Aston Villa has announced a new partnership with Xapo Bank, a bitcoin-first private bank, marking another high-profile entry from the crypto and fintech space into Premier League football.