Norway’s stay-away superstar Hegerberg swaps Puma for new Nike deal
June 9 – Former women’s Ballon d’Or winner and Norwegian star striker Ada Hegerberg has signed a long-term deal with sportswear giant Nike.
Sponsorship
Everton drive new sponsor line-up with Cazoo taking shirt in £27m deal
June 9 – Premier League Everton have announced a replacement for front of shirt sponsor betting brand SportPesa. On-line car sales site Cazoo will take the premium position in a three-year deal reportedly worth £27 million.
AXA step up to ensure future of Swiss women’s league
June 8 – AXA is to become the title sponsor for the Swiss women’s league after signing a two-year deal with the Swiss Football Association (SFA).
Besiktas ring the changes with return of Beko as main shirt sponsor
June 3 – Vodafone are giving up the shirt sponsorship of Turkish giants Beşiktaş from next season, but are retaining the naming rights to the club’s stadium that were agreed as part of 10-year $145 million deal in 2013.
Bournemouth cash out of M88 shirt deal
June 2 – Premier League Bournemouth have ended their shirt sponsorship with Asian online bookmaker M88 following the launch of a Gambling Commission investigation into the betting site and associated brands operated by parent company Mansion Europe.
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.
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.