Peloton takes Liverpool sponsorship for a spin
July 19 – Premier League Liverpool have agreed a multi-year partnership with Peloton, who become the club’s first digital fitness partner.
Sponsorship
Betclic scores four-year naming rights deal with Liga Portugal
July 14 – Liga Portugal has announced that online sports betting company Betclic has taken the reigns as title sponsor for the top division of Portuguese football.
Bayern agree South American deal with Chilean fintech business Global66
July 14 – FC Bayern Munich have announced a partnership with Chilean financial services platform Global66, their first in South America and second in Latin America.
AEK Athens plug in Volton for another season as a main sponsor
July 13 – Greek champions AEK Athens have renewed their sponsorship with energy company Volton Hellenic Energy.
BMW and AC Milan renew partnership and sustainability drive
July 13 – AC Milan have renewed their partnership with BMW Italia who will remain a club Premium Partner and Automotive Partner.
Surat Kargo agrees sponsorship of Turkish women’s teams
July 12 – Surat Kargo, one of Turkey’s leading logistic companies, has become the main sponsor of the Turkey’s Women’s national teams.
PepsiCo expands its sponsorship engagement in football with global EA Sports FC deal
July 12 – EA Sports FC, the rebranded FIFA-franchised video game but without FIFA, has moved into the game sponsorship area with a multi-year global deal with PepsiCo for three of its flagship brands – Pepsi, Gatorade, and Lay’s.
Destination Sport Travel gets on board for another ride with Everton
July 12 – Everton, who look destined for a trip to the Championship until the last day of the season, has renewed its partnership with the Destination Sport Group and its Sportsbreak.com and Destination Sport Travel brands.
LaLiga lands Iberia sponsorship for Latin America
July 8 – Spain’s national airline Iberia, will be an official sponsor of LaLiga from the start of the 2023/24 season in a deal that focusses on Latin America.
FBS switches to Leicester City training kit as club works on Premier League bounce back
July 8 – Having announced the return of King Power to their front of shirt sponsorship position, replacing FBS, Leicester City have now unveiled FBS as the club’s Official Trainingwear Partner.
LaLiga launches ‘transformative’ EA strategic partnership, starting with renamed leagues
July 7 – LaLiga, having unveiled its rebrand, has now formally launched its strategic partnership with Electronic Arts, a five-season deal that the Spanish league says will be transformational.
Asahi Super Dry 0.0% takes front of Man City training kit
July 4 – Manchester City has unveiled Asahi Super Dry 0,0%, as the Club’s Official Training Kit Partner, featuring on the front of all training wear for the 2023/24 season.
Croatia’s NK Osijek sells new stadium naming rights to Opus
July 7 – Croatia’s NK Osijek has sold the naming rights of its new 13,500-capacity stadium to Hungary’s Opus Global.
King Power returns to front of Leicester City shirts
July 3 – Premier League relegated Leicester City have returned to King Power for their front of shirt sponsors for their Championship campaign. The Thai business is also the naming rights sponsor of the club’s stadium.