Tunisia’s Club Africain lands Qatar Airways deal
August 17 – Qatar Airways has added Tunisia’s Club Africain to its growing global sponsorship portfolio in a new 3-year deal.
Sponsorship
Mondelēz takes its Willy Wonka act to Arsenal with Cadbury’s deal
August 17 – Confectionary business Mondelēz International has added a fourth Premier League club to its sponsorship roster, with its Cadbury brand becoming the Official Snacking Partner of Arsenal.
Western Union transfers its cash out of Liverpool deal with two years left on deal
August 14 – Western Union have pulled out of their shirt five-year sleeve sponsorship with Premier League champions Liverpool with two seasons left on the deal.
Atalanta secure bank and stadium cash with Intesa Sanpaolo as they ready for PSG clash
August 12 – Serie A’s Atalanta, who face PSG in the quarter finals of the Champions League tonight, have unveiled Intesa Sanpaolo as a club sponsor and banking partner who lead on the financing of a €40 million stadium redevelopment.
Real Betis secure two-year record deal with Betway, if regulators allow
August 12 – With doubts still remaining over whether LaLiga clubs will be able to take shirt sponsorship from betting brands, Betway has announced a new agreement with Real Betis, a record for the club.
Leeds United go all-in with SBOTOP betting brand’s record £6m shirt sponsorship
August 11 – Newly promoted Leeds United, back in the Premier League after a 16-year absence, have unveiled online betting brand SBOTOP as the club’s new shirt sponsor.
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.
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.