April 14 – Online footwear, apparel and accessories retailer GOAT will be Paris Saint-Germain’s new sleeve sponsor from the start of next season but joins the club as an official partner immediately.
April 14 – Online car retailer Cazoo, which has been driving its expansion across Europe through football club marketing, has announced its first sponsorship in the German Bundesliga with SC Freiburg.
April 13 – Business and accountancy software specialists Xero have signed on as a FIFA Women’s Football Partner in a multi-year deal that starts in 2023 and covers the World Cup Australia & New Zealand 202, as well as the 2024 and 2026 editions of the FIFA U-20 Women’s World Cup and the FIFA U-17 Women’s World Cup.
April 13 – Football club branded credit cards are back in marketing fashion. Premier League Liverpool have announced financial technology firm Cardless, as an official affinity partner for the launch of club’s first branded credit card for US supporters.
April 12 – Online bookmaker Betcris, based in Costa Rica, has increased its sponsorship footprint in Central America with a three-year deal with Guatemalan club Toros del Malacateco (CD Malacateco).
April 7 – AC Milan has unveiled video game maker Konami Digital Entertainment as the club’s first Official Training Wear Partner.
April 7 – FIFA World Cup sponsor Hisense has expanded its sponsorship footprint in the US in a multi-year partnership with the United Soccer League (USL). The deal covers all of the USL’s professional and development leagues.
March 25 – HR Company Select has withdrawn as sponsor of Antwerp following the arrival of Marc Overmars at the Belgian club. The Dutchman exited Ajax in disgrace following allegations of improper conduct.
March 25 – The European Sponsorship Association’s Sponsorship Sentiment Tracker (SST) – a rough measure of how confident the sponsorship sector is – shows rights holders as currently the most optimistic over the health of the industry.
March 24 – Online car retailer Cazoo will become the main sponsor of Ligue 1’s Olympique de Marseille in a multi-year deal that will begin at the start of the 2022/23 season. The deal will see the brand take the club’s front of shirt logo position.
March 24 – FIFA has added Indian education technology provider BYJU’S as an official sponsor of the Qatar 2022 World Cup.
March 24 – The Dutch FA (KNVB) have extended their 25-year main sponsorship with ING bank through to 2028. And in keeping with a financial theme have unveiled crypto exchange Bitvavo as a new sponsor.
March 23 – Cryptocurrency sponsorship has come to FIFA with Crypto.com becoming the exclusive cryptocurrency trading platform partner for the Qatar 2022 World Cup.
March 22 – Online bookmaker Betcris, based in Costa Rica, has continued its expansion in south and central America with sponsorships covering nine League of Honduras clubs. Betcris is already title sponsor of the league.
March 22 – Bundesliga club 1. FC Union Berlin has secured digital insurance business wefox as the club’s main short sponsor in a three-year deal starting with the 2022/23 season.