WWE gets in the ring with Enfield Town for 20th anniversary big bash
By Andrew Warshaw
August 23 – It isn’t every day that a part-time grassroots football club manages to get into bed with a global giant.
Sponsorship
Commonwealth Bank activates naming rights deal with Aussie women’s teams
August 23 – Commonwealth Bank have officially activated their four-year national team naming rights partnership with Football Australia that will take the Australian game though the 2023 Women’s World Cup they are co-hosting with New Zealand.
Serie A opens up VAR real estate to Cryto.com sponsorship
August 20 – Italy’s Serie A has built on its crypto relationship with Crypto.com who will become the first Innovation & Technology Partner of the league in what Serie A is calling a multi-year partnership.
PSV Eindhoven take payment in cryptocurrency for Anycoin Direct sponsorship
August 19 – PSV Eindhoven have partnered with Anycoin Direct in a two-season deal. The Dutch club will be one of the first major football clubs to have an entire sponsorship paid in Bitcoin.
US streamer Roku supports Brazilian push with São Paulo FC deal
August 19 – US streaming giant Rokuhas taken a one-year sponsorship with Brazil’s São Paulo Futebol Clube, its first step into football club sports marketing in the country.
Carrot and stick: After Rwandan president’s criticism of Arsenal, tourist board renews sleeve deal
August 18 – Rwandan President Paul Kagame may be furious with Arsenal’s opening day loss to newly promoted Brentford, but it hasn’t stopped the Rwanda Development Board (RDB) extending its sleeve sponsorship through to 2025, according to reports.
Liverpool add online trader ThinkMarkets to global sponsorship roster
August 18 – Premier League Liverpool have online financial broker, ThinkMarkets, to their sponsorship roster as the club’s new Official Global Trading Partner.
Facebank takes Crystal Palace sleeve in one-season deal
August 17 – Premier League Crystal Palace have secured Facebank as the club’s new sleeve partner in a one-season deal for 2021/22.
BK8 returns to European club sponsorship with five LaLiga club deals
August 17 – Online betting brand BK8 has secured five LaLiga club sponsorships for Asia for the new season which kicked off last weekend.
Rwandan president takes furious aim at Arsenal after Brentford loss
August 16 – Rwandan President Paul Kagame lambasted Arsenal’s dramatic opening-day defeat after the club’s 2-0 loss to newly promoted Brentford. He said Arsenal fans shouldn’t “accept mediocrity”.
Ajax add Blox as official cryptocurrency partner
August 16 – Blox has teamed up with Ajax to become the club’s official cryptocurrency partner in a three-season deal.
Betano bets big on Benfica as club’s first sleeve sponsor
August 16 – While their neighbours in Spain face a crackdown on betting sponsorship, the Portuguese are embracing online bookmaking clients with open arms. The latest is Benfica who have secured their first ever sleeve sponsorship with Betano.
Norwich need a drink after return to Premier League reality, Lucozade Sport may have to do
August 16 – Norwich City, who opened their season with a 3-0 home loss to Liverpool, look like they are going to need all the help they get from their new fuelling and hydration partner Lucozade Sport.
Brentford sign cryto exchange CoinJar for 2 year sponsorship
August 13 – On the eve of their return to the Premier League, Brentford have announced Australia-based cryptocurrency exchange CoinJar as a premium partner of the club.
Liverpool plug in Sonos as official ‘sound’ partner
August 12 – Premier League Liverpool and Sonos have partnered in a multi-year agreement which will see Sonos become the official sound partner of the Reds.