Mengniu expands FIFA deal to cover next three World Cups
August 4 – China’s Mengniu has attached its name to FIFA’s next three World Cups, extending a previous partnership with the world federation.
Sponsorship
Everton sign KICK as sleeve patch sponsor
August 4 – Everton FC have agreed a multi-year sleeve sponsorship with online streaming platform KICK.
Arsenal lands another four years of Emirates shirt sponsorship at £50m per season
August 3 – Arsenal have renewed their shirt sponsorship with Emirates in a deal that will take the partnership through to at least 2028.
Japan’s Brilliantcrypto sign with PSG for global launch
August 2 – French champions Paris Saint-Germain have secured a two-year global partnership with Japanese game developers Brilliantcrypto.
AS Monaco add Bang & Olufsen as back-of-shirt sponsor
August 2 – France’s Ligue 1 giants AS Monaco have announced Danish luxury audio brand Bang & Olufsen as the newest member of their premium partner family.
Adidas agree £900m+, 10-year renewal with Man Utd
August 1 – Manchester United have announced a 10-year extension to its partnership with Adidas worth almost £1 billion.
Roma go regional with 678.com deal
August 1 – Italian giants AS Roma have announced a new regional sponsorship with Asia-targeted betting site 678.com.
Ukraine’s Dynamo Kyiv kicks off season with VBET as new shirt sponsor
July 31 – Ukraine’s Dynamo Kyiv has replaced online bookmaker FAVBET with another online bookmaker, VBET, as the club’s main sponsor in a one-year deal.
Belgian lottery renews Lotto Park naming rights with Anderlecht
July 25 – The Belgian national lottery – Nationale Loterij – has renewed its club sponsorship of RSC Anderlecht including the naming rights to the stadium.
Polish bookie STS moves into club market with two new deals
July 25 – Polish bookmaker STS has agreed new sponsorships with Polish clubs Korona Kielce and GKS Katowice.
Skin in the game. Estée Lauder targets China with Man Utd deal
July 21 – Manchester United have signed a regional sponsorship with Estée Lauder, focusing on the club’s fanbase in China and the Asia Pacific region.
AEK renews online retailer CAR.gr for a further two years
July 20 – Greek champions AEK Athens have extended their back-of-shirt sponsorship with CAR.gr for a further two years.
MSC Cruises docks on AC Milan’s sleeve
July 20 – MSC Cruises have picked up the sleeve patch of AC Milan’s shirt in a multi-year deal that will start this weekend when AC Milan meet Real Madrid at the Rose Bowl in Los Angeles as part of the Soccer Champions Tour 2023.
Visa renews US Soccer deal until 2028 with focus on gender parity
July 19 – Visa has renewed its sponsorship of the U.S. Soccer Federation (USSF) until 2028, remaining as the exclusive payment services partner of the men’s and women’s teams.
Kumho Tire treads new global path with AC Milan deal
July 19 – South Korean Kumho Tire has become a premium partner of AC Milan and the club’s new Official Tire Partner in what is described as a long-term partnership.