Sevilla reportedly opens €5m discussion with Betway, despite Spanish gaming re-regulation
May 19 – Seasons may be struggling to complete but already bookmakers are starting to make sponsorship plays for next season.
Sponsorship
Global sports sponsorship spend to drop by 37% to $28.9bn, says report
By Paul Nicholson
May 18 – The global sports sponsorship spend looks set to fall by $17.2 billion, from $46.1 billion in 2019 to $28.9 billion (37% year-on-year decrease) in 2020 as the result of the Covid-19 pandemic.
LAFC harvests Farmer John deal and kicks off with Instagram broadcast
May 1 – The Los Angeles Football Club (LAFC) has unveiled a multi-year partnership with Farmer John, making the specialty meat brand the ‘Official Packaged Meat Partner of LAFC’ beginning with the 2020 season.
Eintracht Frankfurt opens new account with Deutsche Bank
April 1 – Bundesliga club Eintracht Frankfurt is changing the name of its stadium sponsor, swapping banks from Commerzbank to Deutsche Bank in what the club describes as a “long-term Premium Partnership”.
European sponsorship hits €30.6bn for 2019, but 2020 looks a bust with 2021 next peak
March 30 – Europe’s total sponsorship by volume rose 1.9% last year, to a record €30.69 billion, according to the latest European Sponsorship Association (ESA) and Nielsen Sports sponsorship report.
Peugeot help drive Scottish elite youth performance teams
March 17 – Car manufacturer Peugeot has supplied the Scottish FA with a fleet of new cars and vans which will used by its elite youth coaching teams.
Everton re-treads Davanti deal with multi-year extension
March 2 – Tyre manufacturer Davanti has added a multi-year extension to its sponsorship of Premier League Everton.
Eredivisie feeds its sponsorship wheels with Deliveroo deal
March 2 – Holland’s Eredivisie launched a new partnership at the weekend with new ‘Official Food Deliver Partner’ Deliveroo giving fans €2.50 discount on every Deliveroo order.
Mondelez sweet on Man Utd becoming 26th global partner
February 25 – Manchester United has signed a multi-year global partnership with US-based confectionary, food and beverage company Mondelez International.
Hublot clocks in for more UEFA sponsorship with major women’s partnership
February 24 – UEFA has agreed a sponsorship with Hublot for its women’s competitions as well as its Together #WePlayStrong platform that aims to get more girls and women involved in the game.
Scots are latest football body to cut ties with betting sponsors
February 22 – The Scottish FA is the latest British football body to announce the end of a major betting company sponsorship.
Dortmund doubles up on shirt sponsors with 1&1 and Evonik splitting competitions
February 21 – Germany’s Borussia Dortmund will have two shirt sponsors from the start of next season with telecoms company 1&1 taking over for the Bundesliga short position while long running partner Evonik take over for European and other competitions.
Beckham’s Inter Miami lands £180m Qatar deal, say reports
February 18 – Inter Miami, the new MLS franchise where David Beckham is an owner has reportedly secured a £180 million sponsorship deal with Qatar.
Everton terminate SportPesa’s shirt deal three years early
February 17 – With sponsorship of football by gambling firms very much on the radar of UK regulators, Everton have become the first Premier League club to announce they are ending their deal with Kenyan online gaming giant SportPesa.
Juve re-sign Allianz in €130m deal
February 14 – Italy’s Juventus and global insurance giant Allianz have extended their partnership until 2030 in a deal worth €103.1 million.