Betway adds Chelsea to its Premier League portfolio
September 5 – Chelsea have unveiled a new partnership with Betway, making the Super Group-owned brand the Premier League club’s long-term Official European Betting Partner.
Sponsorship
Red Bull fuels its first steps into Premier League with Newcastle deal
September 4 – Newcastle United have signed a multi-year partnership with Red Bull which will see the Austrian drinks company become the Official Energy Drink Partner of the club, helping to fuel both men’s and women’s teams.
Parimatch add Nottingham Forest to Premier League sponsorship roster
September 4 – Premier League club Nottingham Forest have announced a new partnership with online gambling operator Parimatch who become the club’s official UK betting partner.
Rapidly growing SportyBet punts on regional deal for Africa with LaLiga
September 4 – Fast-growing African online betting business SportyBet has agreed a multi-year sponsorship with LaLiga, adding to the Spanish leagues regional betting deals with M88 in Asia and RushBet in South America.
Lidl signs up for Europa and Conference League 3-year sponsorship cycle
September 3 – German food chain Lidl has expanded its relationship with UEFA becoming an official global sponsor of the Europa League and Conference League for the three-season cycle starting 2024/25 and ending with the 2026/27 season.
Kaizen Gaming brand Stoiximan adds Cyprus League naming rights to CFA sponsorships
September 3 – The Cyprus Football Association has deepened its relationship with betting brand Stoiximan with a three-season naming rights sponsorship for it top-tier league which will now be called the Cyprus League by Stoiximan.
PSG toast Pernod Ricard’s first taste of football sponsorship
September 2 – Pernod Ricard has unveiled a global partnership with Paris Saint-Germain, marking the first collaboration of its kind for the spirits and wine giant.
Kaizen Gaming goes all-in with UEFA for Europa and Conference Leagues with Betano brand
August 29 – Kaizen Gaming has deepened its relationship with UEFA, agreeing a three-year sponsorship for its Betano online bookmaker brand for the Europa League and UEFA Conference League.
MSC push the boat out for another 3 years with Chelsea
August 29 – MSC Cruises has extended its partnership with Chelsea that covers both the men’s and women’s teams for a further three years.
Dortmund take $10m blockchain step with BlockDAG
August 29 – Blockchain tech leader BlockDAG has agreed a $10 million partnership with Bundesliga’s Borussia Dortmund.
Inter Milan go crypto with Gate.io sleeve sponsorship
August 27 – Inter Milan have debuted cryptocurrency exchange Gate.io in a one-season sleeve sponsorship.
Brentford on the road with expanded Destination Sports deal
August 23 – Premier League side Brentford has joined Destination Sport Group’s growing roster of Premier League partnerships after penning a multi-year deal with the sports travel agency.
Dortmund fans increasingly take up arms against Rheinmetall sponsorship
August 22 – Borussia Dortmund supporters have said they will continue their protest against their club’s sponsorship deal with German arms manufacturer Rheinmetall at the start of the Bundesliga season.
Parimatch bet on Leicester City for another year
August 22 – Leicester City have announced a one-year extension of their partnership with Parimatch as part of a deal that will see the brand continue as the Foxes’ Official Betting Partner for the 2024/25 season.
Corpay Cross-Border business partners with Man City for international payments and forex
August 22 – Premier League holders Manchester City have announced a new multi-year partnership with Corpay that will see the corporate payments company’s cross-border business become the club’s Official Foreign Exchange Partner.