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Sponsorship

Spurs complete hattrick of BetMGM Premier League sponsorships

July 4 – Tottenham Hotspur have signed a multi-year partnership that will see BetMGM take over from struggling Getir as the front of training wear partner for the club’s men’s team.

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Football Marketing

Italy’s Serie A gets moving with Enilive title sponsorship

July 4 – Italy’s Lega Serie A has unveiled its new logo incorporating title sponsor Enilive for the first time.

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Football Marketing

Barca put cash before conscience with 1XBET sponsorship renewal

July 3 – FC Barcelona have extended their deal with 1XBET, which will see the controversial online casino continue as the club’s Global Partner and Official Betting Partner until June 2029.

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Football Marketing

Ligue1’s Monaco renew AMP shirt sponsorship

July 3 – AS Monaco have extended their current deal with front-of-shirt sponsor AMP Monaco, signing a new agreement with the Monegasque jewellers which is penned to run until 2026.

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Football Marketing

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.

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Football Marketing

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.

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Football Marketing

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.

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Football Marketing

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.

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Football Marketing

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.

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Football Marketing

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.

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Football Marketing

FICO backs Chelsea’s US tour

June 27 – Chelsea FC have expanded their partnership with global analytics software businses FICO.

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Football Marketing

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.

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Premier League

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.

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Football Marketing

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.

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Sponsorship

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.

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