Konami takes AC Milan training kit deal for eFootball game brand
April 7 – AC Milan has unveiled video game maker Konami Digital Entertainment as the club’s first Official Training Wear Partner.
Sponsorship
Hisense tunes into USL’s fast-growing leagues for multi-year sponsorship
April 7 – FIFA World Cup sponsor Hisense has expanded its sponsorship footprint in the US in a multi-year partnership with the United Soccer League (USL). The deal covers all of the USL’s professional and development leagues.
Company Select end Antwerp sponsorship in protest over Overmars appointment
March 25 – HR Company Select has withdrawn as sponsor of Antwerp following the arrival of Marc Overmars at the Belgian club. The Dutchman exited Ajax in disgrace following allegations of improper conduct.
ESA’s sponsorship sentiment tracker shows optimistic trend led by rights holders
March 25 – The European Sponsorship Association’s Sponsorship Sentiment Tracker (SST) – a rough measure of how confident the sponsorship sector is – shows rights holders as currently the most optimistic over the health of the industry.
Cazoo continues drive into Europe, parking on OM’s shirt front from start of 2022/23 season
March 24 – Online car retailer Cazoo will become the main sponsor of Ligue 1’s Olympique de Marseille in a multi-year deal that will begin at the start of the 2022/23 season. The deal will see the brand take the club’s front of shirt logo position.
Indian EdTech business BYJU’s joins Qatar 2022 sponsor roster
March 24 – FIFA has added Indian education technology provider BYJU’S as an official sponsor of the Qatar 2022 World Cup.
KNVB banks on ING, and goes crypto with Bitavo
March 24 – The Dutch FA (KNVB) have extended their 25-year main sponsorship with ING bank through to 2028. And in keeping with a financial theme have unveiled crypto exchange Bitvavo as a new sponsor.
Crypto.com becomes official crypto trading platform for Qatar 2022
March 23 – Cryptocurrency sponsorship has come to FIFA with Crypto.com becoming the exclusive cryptocurrency trading platform partner for the Qatar 2022 World Cup.
Betcris swoops to secure nine Honduran club sponsorships
March 22 – Online bookmaker Betcris, based in Costa Rica, has continued its expansion in south and central America with sponsorships covering nine League of Honduras clubs. Betcris is already title sponsor of the league.
Union Berlin graduates wefox from sleeve to main shirt sponsorship for next season
March 22 – Bundesliga club 1. FC Union Berlin has secured digital insurance business wefox as the club’s main short sponsor in a three-year deal starting with the 2022/23 season.
Barcelona sign Camp Nou naming rights and shirt sponsorship with Spotify
March 16 – The Camp Nou, one of the most iconic stadiums in world football, is being renamed as Spotify Camp Nou as part of a landmark multi-million Euro naming rights and sponsorship agreement between Barcelona and the global music streaming platform.
Real Betis plugs in Volvo as a main sponsor and sustainable partner
March 15 – LaLiga’s Real Betis Balompié has signed a deal with Volvo to become one of the club’s main sponsors.
Nashville signs GEODIS as naming rights partner ahead of May debut in new stadium
March 11 – Nashville SC who have just started their third season in the MLS, have signed a naming rights deal for their 30-000-seat new stadium which will open May 1 with the visit of Philadelphia Union.
Disconnected: Three suspends Chelsea shirt sponsorship with immediate effect
March 11 – Following sweeping sanctions against Chelsea owner Roman Abramovich, mobile company Three have suspended their £40 million-a-year shirt sponsorship of the London club with immediate effect.
Jewson builds new partnership with EFL’s 72 clubs
March 11 – The English Football League (EFL) has unveiled a new sponsor partnership with UK builders’ merchant, Jewson. The agreement will cover all 72 clubs in the EFL’s three leagues – Championship, League One and League Two.