West Brom renew Ideal Heating for another 3-year rollercoaster ride
March 24 – Premier League West Bromwich Albion have renewed their shirt sponsorship with Ideal heating for a further three years.
Sponsorship
UEFA delivers Takeaway.com sponsorship across major men’s and women’s properties
March 22 – UEFA has agreed a landmark sponsorship deal covering a bulk of its flagship men’s and women’s competitions with Just Eat Takeaway.com, adding to its already agreed Official Food Delivery Partner sponsorship of this summer’s Euro 2020 competition.
Tipico go all-in with Bayern sponsorship renewal to 2025
March 12 – Bayern Munich have extended their partnership with sports betting firm Tipico until 2025.
Inter to tread new path as Pirelli end 27-year shirt sponsorship
March 3 – Serie A leaders Inter Milan are to end their shirt sponsorship deal with tyre makers Pirelli, one of the most iconic partnerships in European football.
Fonbet adds PSG to betting partnership portfolio
March 3 – Russian online bookmaker Fonbet has signed a long-term partnership with French giants Paris Saint-Germain to become the club’s official betting partner across Russia and the CIS region.
New Balance extends Ligue 1 table toppers Lille’s kit sponsorship
March 2 – US sportswear brand New Balance has extended its current sponsorship agreement with France’s Ligue 1 leaders LOSC LILLE.
TikTok builds football portfolio with Portland Timbers and Thorns
February 25 – Short-form video-sharing app TikTok has agreed a multi-year partnership with MLS team Portland Timbers and the club’s NWSL side Portland Thorns FC.
Messi, Pogba, van de Sanden and Sancho fizz for Pepsi activation
February 24 – Pepsi MAX is using its Champions League sponsorship to activate its new football ad campaign ‘Music Keeps Us Fizzing’.
Real Madrid close in on securing €150m Qiddiya sponsorship
February 23 – Real Madrid have reportedly held “advanced talks’” with Saudi Arabia’s state-owned Qiddiya over a potential lucrative ten-year €150 million sponsorship deal.
UEFA lands Qatar Airways as airline sponsor of Euro 2020
February 22 – UEFA has announced that Qatar Airways as the official airline of this summer’s Euro 2020 tournament.
Beko sticks with Barca sponsorship but drops sleeve position
February 17 – Barcelona and Beko have extended their partnership by a year, but the parties have dropped the sleeve sponsorship rights in a re-worked sponsorship agreement.
AYX onboard with Roma to bring Asian focus as regional betting partner
February 10 – The market for betting sponsorship of Italian clubs may be drying up domestically as gambling authorities move in with new rules, but the appetite for promotion in international markets is still there.
Burnley face Everton fate with potential loss of high rolling betting shirt sponsor
February 2 – Burnley are the latest Premier League club to face problems with a betting partner. Shirt sponsor LoveBet have reportedly hit financial difficulty mirroring issues SportPesa ran into, forcing it to pull out of Everton’s sponsorship before the start of the season.
Midea expands Man City deal as well as onboarding with CFG in New York and Mumbai
January 29 – Manchester City, who returned to top of the Premier League this week, are firing on all cylinders off the pitch as well with another sponsorship announcement indicating the leverage the club’s owner City Football Group brings in terms of opening up sponsorship budgets to its club assets.
Ziggo rolls over Ajax shirt sponsorship deal
January 12 – Dutch cable operator Ziggo has added another year to its shirt sponsorship of Ajax with an option to extend until 2025.