eToro bullish in Serie A with launch of 8 club partnerships
October 4 – Online trading platform eToro has secured partnerships with eight clubs in Italy’s Serie A for the coming 2021/22 season.
Sponsorship
Zumub fuels European expansion with AS Monaco deal
September 30 – French Ligue1 club AS Monaco has added sports supplements and nutrition supplier Zumub to its partnership roster.
Fulham ink UTL deal as they bid for Premier League return
September 29 – English championship club Fulham, currently second in the table as they bid for a return to the Premier League, have partnered with UTL Group, a firm specialising in document solutions, for the next three seasons.
Juventus sign crypto exchange Bitget as first sleeve sponsor
September 28 – Cryptocurrency derivatives exchange Bitget, based in Singapore, has become the first ever sleeve sponsor of financially challenged Juventus.
Hertha Berlin brings in Islamic crypto provider Caizcoin as sponsor partner
September 28 – Hertha Berlin has become the latest club to bring in a cryptocurrency partner, signing a deal with Caizcoin for the current 2021/22 season.
Man City expand Expo 2020 Dubai deal to training kit and esports
September 27 – UAE-owned Manchester City have upgraded their partneriship with Expo 2020 Dubai who will now become the Club’s new Training Kit Partner ahead of the opening of the six-month long event this Friday October 1 and which runs until 31 March 2022.
Saints sign learncrypto.com as training kit partner
September 24 – Premier League Southampton are the latest club to tap into the promotional money in the cryptocurrency world with learncrypto.com becoming the club’s training kit partner.
Liverpool flexes its sustainability credentials with SC Johnson partnership
September 21 – Premier League Liverpool have added SC Johnson as the club’s official cleaning and disinfectant partner, in a partnership that will include a focus on supporting its sustainability initiative.
188Bet scores Asian double with Liverpool and Bayern deals
September 21 – Asian online bookmaker 188Bet has signed three-year partnerships with Liverpool and Bayern Munich football clubs.
PSG build on wellness with ‘Smart Good Things’ sponsorship
September 17 – Paris Saint-Germain and drinks brand Smart Good Things have partnered in a three-year deal, with part of the profit pledged to charity.
Sponsorship shot: Pop Caffè joins Inter Milan as official coffee partner
September 17 – Serie A champions Inter Milan’s owners have had a number of ‘wake up and smell the coffee’ moments financially in the last six months. Now they have a new brand of coffee to help them over those moments.
LaLiga beefs up sponsorship roster with 3-year Burger King deal
September 16 – La Liga and Burger King have struck a deal with the fast-food brand attaching its name to Spain’s top flight for three seasons.
Enterprise refuel Europa League deal for new 3-year team
September 16 – UEFA has renewed another sponsor partner for the Europa League, where sponsorship now comes with the addition of the Europa Conference League, giving a sponsorship spread of 64 teams from 35 of UEFA’s 55 member associations.
Barca’s money troubles deepen as Rakuten look to end €55m shirt deal
September 10 – Financially troubled Barcelona are facing another hit on the their bank balances following shirt sponsor Rakuten’s decision to end their partnership and an almost halving of the deal for the current season.
Betway put money on Atletico Madrid’s international footprint
September 9 – Spain’s new advertising laws may have restricted promotion by betting and gaming firms in football domestically, but Spanish clubs are still proving to be attractive to the online betting business.