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Sponsorship

Bwin double up on Belgian Pro League and Eleven Sports with three-year deal

August 5 – Belgium’s professional game, settling down to a new format following a summer of political and legal chaos, has positive news to report with bookmaker bwin being confirmed as its new betting partner.

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Football Marketing

Big 5 club sponsorships hit €3.3bn with airlines, Adidas and Nike flying highest

August 5 – The total value of sponsorship across the big five football leagues in 2020 is now more than €3.3bn annually, according to a report by KPMG Football Benchmark.

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Football Marketing

Crystal Palace change bookie with W88 taking shirt sponsorship

August 4 – Crystal Palace FC have replaced one betting firm with another as the club’s main shirt sponsor. Online gaming brand W88 will take over from ManBetX for next season.

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Sponsorship

Brewer switches brands with Europa League renewal as Heineken 0.0% takes Amstel slot

August 3 – Heineken has signed a new sponsorship with UEFA for the Europa League that will begin with the resumption of the competition this week and run through to June 2024.

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Football Marketing

AC Milan land renewed Emirates deal but at reduced €10m a year

July 28 – AC Milan have held on to their main shirt sponsor Emirates airline in a three-year deal that will see them take a reported annual €4 million cut in the sponsorship fee.

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Football Marketing

Leicester builds on its Thai commitments with one-year tourist board deal

July 27 – Leicester City have announced a one-season partnership with Tourism Authority of Thailand to launch the ‘Thailand Smiles With You’ campaign and promote the country as a tourist destination as it recovers from the effects of the pandemic.

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Sponsorship

Big brands stick with club sponsorships as digital media drives the value up

July 22 – Globalisation and digital media have rapidly changed the market for top tier football sponsorship. That market is now being challenged again by the coronavirus pandemic.

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Football Marketing

Promoted Leeds land record 5-year Adidas deal

July 22 – Leeds United, back in the English top flight for the first time in 16 years next season, have announced a “record-breaking” official kit partnership with Adidas.

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Football Marketing

Real Madrid opens new 5-year account with Liberbank

July 16 – Real Madrid will have a new official bank from the start of the 2020/21 season. An agreement with Liberbank will see the financial institution take over from Caixabank.

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Football Marketing

Inter Milan secure first sleeve sponsor with €10m IC Markets deal

July 13 – Inter Milan have announced their first sleeve sponsorship with Australia-based currency broker IC Markets, an online provider of FX services and ECN trading capabilities.

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Football Marketing

Konami and Cygames to co-exist as Juventus unveil new shirt deal

July 9 – After a one-season separation, Juventus and Cygames are back together with the Japanese video game developer taking the Italian champions’ back-of-shirt position.

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Football Marketing

£350m+ at stake: Government report calls for immediate betting ad ban on shirts

July 3 – Gambling sponsorship on football shirts in the UK should be banned as a deterrant to young people being lured into betting, a British House of Lords report has recommended.

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Football Marketing

Betclic wager record amount on Ligue1 and 2 for a winning restart in France

July 2 – At last good news for French league football. Online bookmaker Betclic has agreed a three-season deal to become a marquee partner of the Ligue de Football Professional’s (LFP) Ligue 1 and Ligue 2 championships.

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Football Marketing

ESA survey finds confidence is returning for recovery of sponsorship business

June 30 – The European Sponsorship Association (ESA) has released results from the second edition of its ESA Sponsorship Sentiment Tracker, indicating that there is a growing confidence in the sponsorship business as coronavirus lockdown is eased across Europe.

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Football Marketing

First Everton, now Villa. Cazoo park their football marketing bus

By David Owen

June 29 – Aston Villa, the famous old Birmingham-based club currently lying next to last in the Premier League table, have signed online car retailer Cazoo as their new shirt sponsor and “principal partner”. 

Read more …

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