Aston Villa agree £40m Betano deal taking them to deadline for end of betting sponsorships
March 27 – Betano has been named the new shirt sponsor of Premier League Aston Villa in a two-year deal worth £20 million per season.
Sponsorship
Romanians dress up for Euro 2024
March 25 – The Romanian Football Federation (FRF) and Romanian fashion brand Bigotti have signed a partnership agreement until the end 2027. Bigotti becomes the official partner of the Romanian national football team, announced FRF.
Malaysia Airlines agrees global multi-year sponsorship with Man Utd
March 22 – Premier League Manchester United have agreed a multi-year global partnership Malaysia Airlines who become the club’s official commercial airline.
Europe’s sponsorship market hits €30.9bn record
March 15 – European sponsorship has surged to €30.9 billion, marking a return to pre-pandemic levels, according to the latest research by the European Sponsorship Association (ESA) in collaboration with Nielsen Sports.
Albanian FA revamps packages in hunt for new national team sponsorship
March 13 – The Albanian Football Federation (FSHF) has increased efforts in looking for sponsors and partners for the country’s national team, issuing an open invitation to join a revamped sponsorship programme.
Betano build on Romanian Cup deal with 6-year extension
March 12 – The Romanian Football Federation (FRF) and online bookmaker Betano, part of Kaizen Gaming, have extended their strategic partnership until 2030, becoming the brand’s longest partnership globally.
DFL renews Mondelēz sponsorship for Bundesliga 1 and 2
March 8 – The German DFL and US snack giant Mondelēz International have agreed to extend their domestic licensing partnership.
Volton adds Greek men’s team sponsorship to it 6 Super league club deals
March 7 – The Hellenic Football Federation (EPO) have signed a sponsorship with Volton to become the official energy sponsor of the Greek national team.
Albanians launch naming rights tender for top tier league
March 5 – The Albanian Football Federation (FSHF) has launched a tender process for the naming rights to the country’s top tier Kategoria Superiore, for the 2024-27 period.
Chase banks on power of football with 4-year home nations deal
February 29 – US bank Chase has signed a four-year-deal with the four ’Home’ nations – FA, IFA, SFA and FAW – making it the Official Banking Partner of their Men’s, Women’s, Youth, and Para national teams.
Cupra extend journey Football Australia
February 28 – Football Australia has extended its partnership with Cupra in a deal that will see the company continue as Official Automotive Partner for the Socceroos and Matildas.
Concacaf books Hilton as hotel partner for Champions Cup and 2024 W Gold Cup
February 23 – With the W Gold Cup closing out the first round of group games, Concacaf has announced another sponsor partner with Hilton becoming the confederation’s Official Hotel Partner for the 2024 Champions Cup and the 2024 W Gold Cup.
USSF partners with New York Life for youth focussed sponsorship
February 22 – U.S. Soccer have partnered up with New York Life on a multi-year deal that will make it the federation’s official life insurance partner.
CPL adds two more years to Derbystar ball deal
February 20 – The Canadian Premier League has extended its deal with long-term partner Derbystar, marking the extension agreement with the launch of the official 2024/25 CPL match ball ahead of the competition’s start in April.
Saudi Pro League teams with tourist authority to promote country as a destination
February 15 – The Roshn Saudi League (RSL) has announced The Saudi Tourism Authority (STA) and the ‘Saudi, Welcome to Arabia’ platform as an official Platinum Sponsor of RSL.