Aston Villa’s BK8 deal heats up the UK debate on bookmaker sponsorship
January 12 – The expected replacement of Aston Villa’s shirt sponsorship by online bookmaker BK8 has provoked an immediate backlash.
Sponsorship
Amstel extends Copa Libertadores deal to 2026 and adds women’s club titles
January 12 – Dutch beer-brand Amstel have extended their official beer partnership with Conmebol, sponsoring the Copa Libertadores until 2026 as well as adding the women’s version of the competition.
TelevisiaUnivision brokers Liga MX sponsorship deal for US with T-Mobile
January 9 – T-Mobile US has become an official sponsor of Liga MX in the US in a deal brokered by Spanish-language media giant TelevisaUnivision which will also see the telecoms operator broadcast live matches under its Metro by T-Mobile brand.
Man City partners with OTT giant Jio for digital push into India
January 5 – Premier League Manchester City, whose owners City Football Group (CFG) have ambitions to expand in India, has unveiled a new regional partnership with Indian digital services company Jio Platforms.
Estrelabet expands into Brasileirão with América shirt deal
January 5 – Online bookmaker EstrelaBet, who before Christmas sealed a deal with the Brazilian federation (CBF) for sponsorship of all its futsal clubs, has now moved into mainstream Brazilian football becoming the main sponsor of América Futebol Clube.
Man Utd adds Doo Group as online trading partner
January 3 – Manchester United have agreed a multi-year global partnership with Singapore-headquartered online financial trading platform, Doo Group.
Nottingham Forest donate shirt sponsorship slot to refugee agency UK for UNHCR
December 22 – Premier League Nottingham Forest is giving its front of shirt sponsorship position to UK for UNHCR, the UN Refugee Agency.
INEOS Grenadier drives launch through multi-year Spurs sponsorship
December 22 – Tottenham Hotspur has agreed a multi-year deal sponsorship with INEOS Grenadier who will become the club’s its Official 4×4 Vehicle Partner.
eBay trades up to Inter Milan’s shirt sleeve
December 20 – Online e-commerce site eBay is upgrading its relationship with Serie A’s Inter Milan to become the club’s shirt sleeve sponsor from the January 4 with the home game against Napoli.
Man Utd hunt for shirt sponsor to replace TeamViewer
December 18 – Manchester United are re-selling their front of shirt sponsorship that is currently held by German technology company TeamViewer.
Serie A renews Kinto with a focus on sustainability
December 18 – Kinto, the Toyota group brand focussed on mobility services, has renewed its sponsorship with Serie A for the 2022/23 season, its third year with the Italian top tier.
AC Milan lands another four years of Emirates shirt sponsorship
December 15 – Serie A giants have extended their shirt sponsorship with Emirates, a partnership that has been in place for 15 years.
ESA issues health warning over cryptocurrency sponsorships
December 14 – The European Sponsorship Association (ESA) has issued a warning to rights holders over the danger of cryptocurrency partnerships and their high potential of failure.
Barca make cryptocurrency debut with WhiteBIT sponsorship
December 14 – LaLiga topping Barcelona have signed their first sponsorship deal with a cryptocurrency firm, agreeing a three-year partnership with WhiteBIT.
Man City lines up the bubbles with Ballers brands for a big season finish
December 14 – Ballers Champagne has been unveiled as the Official Champagne Local Partner ofManchester City Football Club.