Liverpool add Husqvarna to sponsorship roster
July 3 – Premier League Liverpool have announced smart mowing and robotic technology specialists Husqvarna to its partnership family for the 2024/25 season.
Sponsorship
Ali Koç keeps his car dealership parked on Fenerbahçe shirt
July 3 – Turkey’s Fenerbahçe have extended their main shirt sponsorship with car dealership Otokoç for another year until the end of the 2024/25 season.
Inter sign record breaking shirt deal with Betsson
July 2 – Serie A champions Inter Milan have signed a record-breaking partnership with Betsson Sport, penning a new four-year agreement they said the biggest shirt sponsorship deal in the club’s history.
Online bookie 96.com bets on a Burnley bounceback to Premier League
June 30 – Burnley, relegated from the Premier League last season, have signed a two-year shirt sponsorship deal with online casino and betting platform 96.com.
Tyremaker BKT adds 4 years to Serie B title sponsorship
June 28 – Indian tyre maker BKT has renewed its title sponsorship of Italy’s Serie B – Serie BKT – for a new four-team term starting this coming season and ending in 2028.
Hungry Wolves devour a second betting sponsor with LeoVegas deal
June 28 – Wolverhampton Wanderers have agreed a new multi-year partnership with LeoVegas Group, which will see the group’s sports betting brand BetMGM UK become the club’s official European betting partner for the next two seasons.
FICO backs Chelsea’s US tour
June 27 – Chelsea FC have expanded their partnership with global analytics software businses FICO.
Bulgarian cosmetics store looks to break into the male market with Botev Plovdiv
June 26 – Bulgarian club Botev Plovdiv has signed a partnership agreement with MyCosmetics, one of the country’s largest and most popular online cosmetics stores. The one-year contract takes effect immediately.
Liverpool’s Japan Airlines deal lifts off, first stop Philadelphia
June 25 – Premier League Liverpool have agreed a multi-year partnership with Japan Airlines (JAL) who become the club’s official airline partner.
InBev expands North American soccer presence with joint MLS/Concacaf deal for Michelob
June 24 – AB InBev brand Michelob Ultra has become the official beer of Concacaf’s club competitions in a joint deal that includes the MLS and naming rights to the Campeones Cup, played between the winner of the MLS Cup and Mexico’s LigaMX.
VIVO dials in for Euro 2024 with smartphone storytelling campaign
June 18 – Vivo has continued its big tournament sponsorship with its V3 smartphone unveiled as the official smartphone of Euro 2024. Vivo also sponsored the 2022 FIFA World Cup.
Wolves sign online bookie DEBET to shirt front in record 2-year deal
June 14 – With the window of betting company sponsorships on Premier League shirt fronts rapidly closing, Wolverhampton Wanderers have become the latest club to cash-in with a two-year deal with DEBET.
Man City sustain their net zero challenge with JinkoSolar deal
June 14 – Manchester City have agreed a multi-year global partnership with JinkoSolar, a leading globalphotovoltaic and energy storage system supplier.
Albanian FA adds two national team sponsors ahead of Euro 2024 start
June 14 – The Albanian football federation (FSHF) has signed two new sponsorship deals on the eve of Euro 2024.
UEFA puts its referees up for sale
June 13 – UEFA is opening up a new sponsorship programme centred on commercialising its referees across all its competitions.