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Sponsorship

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.

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Football Marketing

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.

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Football Marketing

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.

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Football Marketing

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. 

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Football Marketing

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. 

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Football Marketing

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.

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Football Marketing

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.

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Football Marketing

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.

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Football Marketing

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.

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Football Marketing

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.

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Football Marketing

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.

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Football Marketing

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. 

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Football Marketing

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.

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Football Marketing

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.

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Football Marketing

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.

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