New Balance build Japanese presence with FC Tokyo deal
December 3 – Sportswear and boot brand New Balance has expanded its partnerships in Japan with the addition of J-League club FC Tokyo in a multi-year sponsorship.
Sponsorship
Fulham land ClearScore sleeve deal to end of season
December 3 – Premier League returnees Fulham have agreed a one season deal credit scoring specialist ClearScore as an Official Principal Partner and Sleeve Sponsor.
Leeds United app-y with new 2-year Hisense partnership
November 30 – Premier League Leeds United have struck a two-year agreement with consumer electronics brand Hisense who will become an Official Partner of the club.
Juventus trades up with multi-season Capex.com deal
November 26 – Online trading platform CAPEX.com has become the Official Online Trading Partner of Juventus.
Weetabix partner with England through 2021 and 2022 Euros and on Wildcats expansion
November 24 – The English FA have partnered with the Weetabix Food Company in a three-year deal that will begin in April 2021 and run through 2024 including the men’s Euro finals in 2021 and Women’s Euro in 2022 that will be hosted in England.
Wu Lei impact helps Espanyol sign online gambler KTO in China-facing deal
November 24 – The ban on betting sponsors in Spain hasn’t stopped clubs selling their overseas inventory with Espanyol having closed a sponsorship agreement in Asia with KTO.
Tebas calls for rethink of Spanish betting ban that will cost LaLiga clubs €90m
November 16 – La Liga president Javier Tebas has again spoken out of the damage a ban on betting sponsorships will have on club and their ability to trade solvently, especially with the covid crisis preventing fans in stadia for what is likely to be until at least the end of the current season.
Everton women sign shirt deals with MegaFon and Yota in time for Sunday’s FA Cup Final
October 29 – Women’s Super League side Everton have announced new shirt and sleeve sponsors in time for the Women’s FA Cup Final on Sunday against Manchester City at Wembley.
FanDuel moves into MLS with D.C. United deal for its sportsbook
October 28 – As Europe’s big football markets of the UK, Spain and Italy consider a re-regulation of their gambling rules, so the fast de-regulating US market is seeing a boom in the sports sponsorship opportunities from newly licensed betting operators.
Dancing with Wolves: Sure adds to its Premier League portfolio
October 28 – Wolverhampton Wanderers have become the latest Premier League club to agree a training kit partnership, announcing Unilever brand Sure as the club’s official training wear sponsor.
Axa ensures its Liverpool position with naming rights deal to new training ground
October 27 – Premier League champions Liverpool have boosted their deal with AXA who have taken the naming rights to new club’s new Training Centre that becomes operational next month.
LaLiga switches up technology partnership with LG deal
October 27 – South Korea’s LG Electronics has become a technology sponsor of LaLiga with the two organisations committing to work together to create new experiences for fans.
Falken Tyre extends Atlético and Mönchengladbach deals for a further season
October 27 – Tyre brand Falken Tyre Europe has added one-season extensions to its sponsorships of LaLiga’s Atlético Madrid and the Bundesliga’s Borussia Mönchengladbach.
UEFA connects with smartphone maker vivo for Euro 2020 and 2024
October 23 – Chinese smartphone manufacturer vivo has committed to a four-year official partnership for Euro 2020 and Euro 2024.
Mastercard adds three more years to UEFA Champions League sponsorship
October 19 – Mastercard has extended its 26-year partnership with UEFA for a further three years with a new deal for the Champions League for the 2021-24 rights cycle.