AC Milan Women open new account with Banco BPM
August 11 – AC Milan Women, who are ploughing their own sponsorship furrow separate to their men’s team, have announced Italian bank Banco BPM as their new shirt sponsor.
Sponsorship
PSG connect with Hisense for multi-year sponsorship
August 10 – Paris Saint Germain, one of the wealthiest clubs in world football, have signed a multi-year sponsorship deal with Chinese consumer electronics and home appliances company Hisense.
Champions League-headed Sevilla extend Nike kit deal for a further season
March 6 – LaLiga’s Sevilla have extended their kit supply deal with Nike for another year, taking them to the end of the 2021-22 season.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
£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.