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Sponsorship

Mulumbu urges Arsenal, Bayern and PSG to cancel Visit Rwanda sponsorship

February 13 – Former DR Congo captain Youssouf Mulumbu has waded into the debate over football clubs sponsoring Visit Rwanda by calling on them to reconsider the partnership. 

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Sponsorship

Century 21 buys into MLS commercial real estate

February 13 – Major League Soccer (MLS) have announced a multi-year partnership with Century 21 Real Estate LLC, making the real estate company the ‘Official Real Estate Service Partner’ of MLS, the MLS All-Star game, and the MLS Cup.

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Digital platforms

Croatian FA looks to Kadena blockchain deal to upscale fan experience

February 12 – The Croatian Football Federation (HNS) and global blockchain company Kadena have announced a partnership running through 2028, including the 2026 World Cup and the 2028 European Championship, aimed at delivering new types of experiences to Croatian national team fans, regardless of their location.

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Europe

CSKA Sofia land sponsorship with Bulgarian telecom giant

February 11 – Bulgaria’s CSKA Sofia have signed a new sponsorship agreement with the country’s largest telecom company, A1, with the company’s logo set to take its place on the back of the first team’s shirts.

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Football Marketing

Córdoba sell shirt sponsorship and stadium naming rights to Bahrain Victorious

February 10 – Spanish football has gained yet another deep-pocketed backer from the Gulf, as Bahrain secures a major sponsorship deal with Córdoba CF through its sports investment arm, Bahrain Victorious.

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Premier League

Chelsea tunes up sponsorship focus with Live Nation deal

February 2 – Premier League Chelsea have struck a new sponsorship deal with Live Nation, naming the global live entertainment giant as a Principal Partner for the remainder of the 2024/25 season.

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Sponsorship

Winbet go all-in with Etar for another season

February 7 – Bulgarian second tier club Etar Veliko Tarnovo has renewed its sponsorship with bookmaker Winbet. Etar and Winbet first partnered in 2017, but the sponsorship has been interrupted several times until now.

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Sponsorship

Arsenal, Bayern and PSG pressured over Visit Rwanda sponsorship as rebels lay waste to DRC

February 3 – The Democratic Republic of Congo has called on Arsenal, Bayern Munich and Paris St-Germain to end their “blood stained” sponsorship deals with Visit Rwanda because of the ongoing conflict in the region.

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Football Marketing

Bitpanda expands AC Milan sponsorship to back-of-shirt

February 3 – AC Milan have strengthened their ties with online trading platform Bitpanda, announcing an expanded partnership that will see the company’s logo feature on the back of the Rossoneri’s shirts with immediate effect.

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South America

Betano picks up naming rights to Flamengo-Botafogo Super Cup

January 31 – Online bookmaker Betano will be the headline sponsor of Brazil’s Super Cup, the season’s curtain-raiser between Flamengo and Botafogo.

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Football Marketing

Roobet agrees South American focussed betting sponsorship with Chelsea

January 31 – Premier League Chelsea have signed a multi-year deal with crypto sportsbook Roobet, naming it the club’s official regional betting partner for Latin America and Canada.

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Federations

WeatherTech Canada warms to Canadian Premier League deal

January 31 – The Canadian Premier League has signed a multi-year deal with WeatherTech Canada, which will see the company become its Official Automotive Accessories Partner.

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Sponsorship

EE stays connected with Home Nations and Wembley Stadium for another four years

January 30 – UK mobile network operator EE, has extended its partnerships with all four Home Nations football teams – England, Scotland, Wales and  Northern Ireland. 

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Football Marketing

Bettson adds Racing Club shirt front sponsorship to growing Argentine presence

January 29 – Swedish sportsbook Betsson has further strengthened its presence in Argentine football, renewing a front-of-shirt sponsorship deal with Racing Club. 

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Football Marketing

Swiss league sells naming rights to Brack in hat-trick of sponsorship deals

January 27 – The Swiss Football League (SFL) has announced a trio of significant sponsorship deals, including a new title sponsor for the Super League, as it builds momentum ahead of the country’s hosting the UEFA Women’s EURO 2025 later this year. 

Read more …

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