Dubai-based CFI Financial Group agrees AC Milan global partnership
January 19 – UAE-based online trading provider CFI Financial Group has agreed a global partnership with AC Milan, becoming the Italian Official Online Trading Partner.
Sponsorship
New report identifies ESG as key in sponsorship decision making, with AI looming
January 1 – Brands are continuing to make ESG (environmental, social, and governance) as the most important criteria in their sponsorship decisions, according to a new report.
Bayern add Bitpanda as crypto partner
January 17 – FC Bayern Munich have agreed a multi-year partnership with Bitpanda which will see the financial technology company become the record German champions’ new Platinum Partner and official crypto trading partner for the first time.
South African TV channel sponsors two top tier clubs for its new SuperSportbet platform
January 15 – SuperSportbet, the South African online bookmaker just launched by South African sports broadcaster SuperSport, has has agreed a sponsorship with two South African Premier Division (DStv Premiership) clubs – Kaizer Chiefs and Orlando Pirates.
Tree hugger Right Pack signs mystery Botev Plovdiv sponsorship package
January 16 – Bulgarian club Botev Plovdiv has signed a sponsorship with Right Pack, one of the leading packaging manufacturers in Bulgaria, though what the sponsorship entails is unclear.
Betsson picks up naming rights sponsorship to Greek Cup
January 11 – The Hellenic Football Federation (EPO) has agreed a naming rights deal with online gambling company Betsson for the Hellenic Cup.
Corinthians signs record £59.8m shirt sponsorship with VaideBet
January 9 – Brazilian giants Corinthians have signed a record R$370m (£59.8 million) shirt sponsorship deal with VaideBet.
Pixbet agrees record shirt sponsorship with Flamengo
January 5 – Betting operator Pixbet has expanded its partnership with leading Brazilian club Flamengo with a new two-year shirt sponsor deal.
Chelsea return to the crypto market with £10m BingX sleeve deal
January 5 – Premier league Chelsea have agreed a sleeve sponsorship with cryptocurrency firm BingX.
Brazil’s Sao Paulo secure record naming rights deal for the MorumBIS Stadium
January 3 – Brazil’s São Paulo has closed a R$ 25 million ($5 million) a year naming rights deal with confectionery giant Mondelez and its BIS chocolate brand.
Man City agree multi-year deal with Kellogg’s
December 19 – Manchester City has agreed a multi-year partnership with Kellogg’s that will see the cereal brand become theClub’s Official Breakfast Cereals partner for both the men’s and women’s first teams.
Liverpool rolls out the barrel with a 10-year Carlsberg extension
December 8 – Liverpool FC has extended its long-term partnership with Carlsberg, which will see the Danish Brewer remain the Reds’ Official beer until the end of the 2033/34 season.
Standard Chartered gives over Liverpool shirt sponsorship to its ‘Futuremakers’ initiative
December 8 – Liverpool will mark the return of the philanthropic ‘Futuremakers’ programme in collaboration with lead sponsor Standard Chartered, in the third annual effort to aid disadvantaged children worldwide.
UEFA breaks new ground with multi-brand Euro 2024 sponsorship with Unilever
December 6 – UEFA has secured a first-time partnership with FMCG giant Unilever with sponsorship activation during Euro 2024 for its personal care and nutrition brands.
Newcastle opens doors to e-commerce delivery platform InPost
December 5 – Newcastle United have welcomed InPost to its growing partnership roster, with the club announcing a multi-year deal with the e-commerce delivery platform.