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.
Sponsorship
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.
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.
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.