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Sponsorship

AS Roma gear up with Hyundai logo on shirt back

July 7 – AS Roma and Hyundai Motor have extended their partnership with the car manufacture becoming the club’s main global partner for next season.

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Football Marketing

Qatar Airways lands on Concacaf in time for Gold Cup and 60th anniversary celebrations

July 7 – Concacaf are building on their links with Qatar with Qatar Airways committing to a confederation-wide partnership that sees the carrier becoming the Official Airline of the 2021 Concacaf Gold Cup that completed its final preliminary qualifying rounds last night in Fort Lauderdale, Florida.

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Football Marketing

Joma takes over at Norwich with record kit deal

July 6 – Norwich City, who have bounced back to the Premier League after a season in the English Championship, have unveiled Joma as the club’s new technical kit partner, in what the club says is a record-breaking sponsorship deal, believed to be worth £5 million a season.

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Football Marketing

Online bookie VBET takes title sponsorship of Ukrainian Premier League

July 6 – Ukraine, whose national team had a strong run in Euro 2020 to the quarter finals, has sold the title sponsorship to its top tier Ukrainian Premier League (UPL) to online bookmaker VBET.

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Football Marketing

Castore go after the Toon Army with Newcastle United kit deal

July 5 – Sportswear challenger brand Castore have signed their second Premier League club in Newcastle United, taking the kit supply deal for the north east England club off Puma in a deal believed to worth at least £5 million a year.

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Football Marketing

Adidas takes Benfica partnership into a third decade with six-year renewal

July 1 – Adidas have renewed their kit deal with Portuguese giants Benfica for a further six years, taking them through to the end of the 2026/27 season.

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Football Marketing

eToro trades up with shirt sponsorship at Ligue 1’s AS Monaco

July 1 – Investment platform eToro has traded up at AS Monaco, moving from being a club partner to principal partner and taking the club’s main shirt sponsorship.

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Sponsorship

TikTok shirt deal gets a warm Hollywood welcome in Wrexham

June 30 – From Euro 2020 to Wrexham. TikTok has taken the shirt sponsorship of the Welsh side that plays in the fifth tier English National League but has become better known for attracting Hollywood A listers Rob McElhenney and Ryan Reynolds as owners.

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Football Marketing

Man City to showcase Expo 2020 Dubai and vice versa

June 28 – Manchester City, owned by the UAE’s City Football Group (CFG), has gone closer to home with its latest sponsorship. Expo 2020 Dubai has been designated the club’s Official Exhibition partner.

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Football Marketing

OL switch to electric with MG Motor France sleeve sponsorship

June 25 – French Ligue1 Olympique Lyonnais have signed MG Motor France as a major partner in a three-year deal starting with the 2021-22 season.

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Football Marketing

Carabao renews EFL Cup title sponsorship for another two years

June 24 – Thai energy drink Carabao has added another two years to its title sponsorship of the English Football League’s cup competition – the Carabao Cup – taking the partnership through to the end of the 2023-24 season.

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Football Marketing

Aston Villa armed for new season with OB Sports betting sponsorship

June 23 – Aston Villa have landed China-based online betting firm OB Sports as their new sleeve sponsor for the 2021/22 season.

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Football Marketing

Liverpool turn new page with Kodansha publishing deal

June 22 – Premier League Liverpool FC have a new global partner with Kodansha, becoming the club’s official Publication Partner.

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Euro 2020

UEFA warns of fines after Ronaldo’s removal of Coke bottle knocks $bns off market value

By Andrew Warshaw

June 18 – Teams at Euro 2020 have been warned about their contractual obligation to sponsors after both Cristiano Ronaldo and Paul Pogba removed official drinks bottles at press conferences.

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Football Marketing

Fan protest over ‘soft porn’ ads forces Norwich City to ditch £5m shirt sponsor BK8

June 14 – Norwich City fans have objected to the club’s new shirt sponsor BK8 forcing the club to drop its £5 million one year deal with the online bookmaker just five days after announcing the record deal.

Read more …

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