Russia’s 1xBet agrees deal for Africa with France’s LOSC Lille
August 31 – French club Lille has partnered with 1xBet to become the club’s regional partner in Africa in a three-year agreement.
Sponsorship
Argentina drives 2022 team sponsorship with GAC-Mitsubishi regional deal
August 31 – The Argentine Football Association (AFA) is trading on it men’s national team being one of the favourites for the 2022 World Cup, adding motor company GAC-Mitsubishi as a regional sponsor for Asia of the national team.
Aston Villa complete Kaiyun deal and unveils new images for stadium revamp
August 29 – Ahead of a re-regulation of UK gambling sponsorship laws, Premier League Aston Villa have announced Asian online gaming brand Kaiyun as Official Principal Partner and Official Sleeve Partner.
Inter agree 3-year deal with China’s Hisense
August 22 – Chinese household appliances and consumer electronics manufacturer Hisense has signed a three-season partnership with Serie A’s Chinese-owned Inter Milan.
Mumbai City sign crypto casino affiliate Stake News as shirt sponsor
August 22 – City Football Group-owned Mumbai FC have circumvented Indian regulations on betting advertising with a new shirt sponsorship with Stake News, an affiliate of crypto casino operator Stake.com that uses the same branding.
Juve renew crypto trading platform as sleeve sponsor
August 19 – Juventus have renewed cryto trading platform Bitget as the club’s sleeve sponsor for a second season.
Liverpool renew Nivea Men in three-season deal
August 19 – Premier League Liverpool and Nivea Men have another three years to their sponsor partnership that began in 2015.
LA Galaxy renew MLS’s longest running shirt sponsorship with 5-year extension
August 18 – LA Galaxy have agreed a “multi-year renewal” of their Herbalife Nutrition shirt sponsorship, the longest running main partner deal in the MLS.
JD Sports debuts in Spain with Real Valladolid sleeve deal
August 17 – Sports leisurewear brand JD Sports is taking its first sponsorship steps in Spanish football, becoming the sleeve sponsor of LaLiga’s Real Valladolid.
Minamino opens door to Monaco’s Casino Secret deal
August 17 – Building on the signing of Japanese striker Takumi Minamino, AS Monaco have unveiled a regional partnership with Casino Secret, who become the club’s new Official Online Gaming Partner in Japan.
Inter launch channel on ad-supported streaming platform Recast
August 11 – Inter Milan have become the latest of Europe’s big clubs to launch a channel on micro-payment free streaming platform Recast.
LaLiga wraps up trio of sponsorship deals ahead of new season kick-off
August 10 – Ahead of the LaLiga’s kick off on Friday the Spanish have been unveiling a series of new and renewed sponsor partners.
Adidas trade on Reggae Girlz World Cup qualification to take over Jamaican kit deal
August 9 – Adidas is taking over from Umbro as the sponsor of the Jamaica Football Federation (JFF) and official kit supplier to its national teams.
Hertha Berlin build CG Elementum partnership into 3-year sleeve deal
August 9 – Bundesliga’s Hertha Berlin has signed CG Elementum as the club’s sleeve sponsor for league and cup games with immediate effect.
Brentford adds online retailer Aosom UK to sponsor roster in 2-year deal
August 9 – Premier League Brentford has added online retailer Aosom UK as an Official Cub Partner in a two-season deal.