Expedia extends its UEFA booking in a one-season deal
August 11 – Expedia Group has extended its Champions League partnership with UEFA in a one-season deal for 2021/22.
Sponsorship
Bwin renews with 5 Bundelsiga clubs and takes Portuguese league naming rights
August 11 – Online bookmaker bwin has unveiled a raft of new football sponsorships for the new season including deals with five German Bundesliga teams as well as the naming rights sponsorship of the Portuguese league.
Wolfsburg add Chinese battery maker BAK as premium partner
August 10 – Wolfsburg and Chinese battery manufacturer BAK Battery have teamed up in a bid to develop a more climate-friendly club policy over the next few years.
Parimatch Tech builds big in Premier League adding Chelsea to partner roster
August 10 – Premier League Chelsea have agreed a three-year partnership with online sports and entertainment gaming platform Parimatch Tech.
Online trading platform NAGA buys Sevilla shirt position
August 10 – German-based digital investment platform NAGA has taken the shirt front sponsorship of LaLiga’s Sevilla in a three-year deal starting this season. Seville have qualified for the Champions League.
Kumho Tyre keeps wheels spinning on Bayer Leverkusen sponsorship
August 9 – Kumho Tyre has extended its sponsorship of German Bundesliga’s Bayer 04 Leverkusen, including its sleeve patch sponsorship for the DFB-Pokal which kicked off last weekend with Bayer beating Locomotive Leipzig 3-0.
Holland Casino secures Eredivisie betting deal in advance of deregulated Dutch market
August 9 – With the Dutch set to open up online gambling in the country from October 1, the state-run betting and gaming business Holland Casino has signed a deal four-year sponsorship deal with the top tier Eredivisie, second tier Keuken Kampioen Division and its broadcast partner ESPN.
Spurs deliver 3-year Getir sponsorship
August 6 – Premier League Tottenham Hotspur have agreed a three-year partnership with Getir, the ‘ultrafast’ grocery delivery service. Getir will be an Official Global Partner.
Fiorentina launch 95 NFT shirts using Genuino blockchain technology
August 6 – Serie A’s Fiorentina have issued their first blockchain-based merchandise with the limited edition digital NFT offer of 95 new jerseys, matching the 95 years of the club.
Barca expand Allianz partnership into a 3-year global deal
August 5 – FC Barcelona and Allianz have renewed their partnership, which has been expanded into a global campaign and will run until 2024.
HotForex adds another year to PSG sponsorship
August 5 – HotForex has renewed its Official Partnership agreement with Paris Saint-Germain for a second season.
Italian football asks for two-year lifting of betting sponsorship ban
August 4 – The Italian Football Federation (FIGC) has called on national regulators to temporarily lift the betting sponsorship and advertising ban to allow clubs and the league an opportunity to recoup lost revenue.
Man City renew medical partnership with UAE’s Healthpoint
August 3 – Manchester City has renewed its partnership with Healthpoint, a leading centre for sports-related injury, prevention and rehabilitation based in Abu Dhabi.
PlayStation pushes Champions League button for another three years
July 30 – UEFA has renewed its Champions League partnership with PlayStationthat was first inked in 1997 for the 2021-24 cycle.
Blockchain specialist Zytara Labs signs €36m shirt deal with Roma
July 28 – AS Roma have teamed up with Zytara Labs, a leading blockchain enterprise, who will become the club’s main global partner in a three-year deal.