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Sponsorship

Merz go from back to front with NC Courage shirt deal

January 31 – National Women’s Soccer League’s North Carolina Courage is moving its back of shirt sponsor Merz Aesthetics to the front of the club’s shirt in a deal starting with the upcoming season that kicks off in March.

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Football Marketing

Mastercard renews Copa Libertadores for four editions and adds women’s competition

January 27 – Mastercard has renewed its sponsorship of Conmebol’s Copa Libertadores through to 2026 with the addition of the confederation’s women’s club competition – Libertadores Feminina – to the agreement.

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Football Marketing

Carling books in for a three-season FA Cup run

January 26 – Beer brand Carling has rejoined the English FA as the official beer partner for the Emirates FA Cup and Vitality Women’s FA Cup, starting this weekend with the fourth round of both competitions.

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Football Marketing

EstrelaBet adds to Minas Gerais footprint with Campeonato Mineiro sponsorship

January 25 – Another premium sponsorship asset in Brazil has been picked up by an online bookmaker. EstrelaBet have become a main sponsor of the Mineiro state championship – Campeonato Mineiro.

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Europe

Bulgarian FA tells politicians to stay away from betting regulation and focus on bigger issues

January 25 – A proposed ban on all gambling advertising has drawn an angry reaction from the Bulgaria Football Union (BFU) and top tier clubs in the country, saying there is absolutely no support for any regulation.

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Concacaf

Seattle Sounders agree healthy 10-year shirt deal with Providence

January 24 – MLS side Seattle Sounders, winners of the Concacaf Champions League last season, have agreed a new sponsorship with western-US based health provider Providence.

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Football Marketing

CD Leganes secure hattrick of main sponsors with Tourism Malawi debuting

January 22 – Tourism Malawi has become the third main sponsor of Spanish club CD Leganes, alongside Blue Crow and Rainbow.

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Concacaf

LAFC agree record $100m stadium naming rights deal with Canada’s BMO

January 22 – LAFC’s Banc of California stadium in Los Angeles is changing its name following a $100 million deal with the Bank of Montreal (BMO). It is the largest stadium naming rights deal in MLS.

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Sponsorship

Betsson adds title sponsorship of Chilean top flight  

January 23 – The Chilean First Division kicked off its new season this weekend with online bookmaker Betsson as the league’s title sponsor.

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Football Marketing

Betano adds Supercopa do Brasil to naming rights roster

January 20 – Online bookmaker Betano has added the naming rights to the Brazilian Supercopa to the naming rights it secured in December to the Copa do Brasil.

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Football Marketing

Betsson extends Peruvian league naming rights deal

January 19 – Betting sponsorship of football in the barely regulated markets of South America is continuing to expand with Betsson announcing it is extending its partnership with the Peruvian Football Federation (FPF) for four years.

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Concacaf

Houston Dynamo fuel up with Shell Energy stadium naming rights deal

January 18 – MLS club Houston Dynamo have unveiled a new stadium naming rights deal ahead of the start of the 2023 MLS season.

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Football Marketing

Aston Villa’s BK8 deal heats up the UK debate on bookmaker sponsorship

January 12 – The expected replacement of Aston Villa’s shirt sponsorship by online bookmaker BK8 has provoked an immediate backlash.

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South America

Amstel extends Copa Libertadores deal to 2026 and adds women’s club titles

January 12 – Dutch beer-brand Amstel have extended their official beer partnership with Conmebol, sponsoring the Copa Libertadores until 2026 as well as adding the women’s version of the competition. 

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Football Marketing

TelevisiaUnivision brokers Liga MX sponsorship deal for US with T-Mobile

January 9 – T-Mobile US has become an official sponsor of Liga MX in the US in a deal brokered by Spanish-language media giant TelevisaUnivision which will also see the telecoms operator broadcast live matches under its Metro by T-Mobile brand.

Read more …

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