Adidas pack their bags in Russia and drop RFU deal
March 2 – Adidas has suspended its long-term kit partnership with the Russian Football Union (RFU) that first began in 2008.
Sponsorship
UEFA ends Gazprom sponsorship with immediate effect
March 1 – UEFA has ended its 12-year sponsorship with Russian energy giant Gazprom with immediate effect. The announcement was made on the same day that UEFA banned Russian teams from its competitions.
Cazoo adds Valencia as online car seller gears up for Spanish launch
February 28 – Online car retailer Cazoo has ramped up its football sponsorship in Spain with a deal to become main partner and shirt sponsor of Valencia the start of next season.
wefox launches in Italy on the back of AC Milan
February 22 – AC Milan has partnered with wefox, which becomes the club’s first back-of-shirt sponsor and the club’s Official Insurance Partner.
AstroPay adds Crystal Palace training kit deal to Burnley and Wolves partnerships
February 18 – Online payment provider AstroPay has added a third Premier League sponsorship, with Crystal Palace joining the company’s sponsorship portfolio alongside deals with Burnley and Wolverhampton Wanderers.
Trade Nation punts on West Brom as club looks to trade up
February 17 – English Championship club West Bromwich Albion, who are currently in the play-off positions and looking to bounceback to the Premier League after just a season out, have added trading services provider Trade Nation as a major commercial partner.
Sporting KC agrees new shirt sponsor; MLS seeking betting data deal
February 14 – With the MLS season kick off less than two weeks away clubs and the MLS itself are scrambling to close new partnership and sponsorship deals for the season.
Man Utd take first major crypto steps with Tezos blockchain
February 11 – Manchester United has entered the cryptocurrency and blockchain world for the forst time with a partnership with Swiss-based Tezos who will have their logo on the men’s and women’s training kits.
LaLiga keeps up the deal flow with Cabreiroá water sponsorship
February 11 – LaLiga has added another sponsor category to its fast expanding portfolio. Cabreiroá has become theofficial water of LaLiga’s three divisions with immediate effect.
Betway adds Chilean clubs as it expands its international sponsor footprint
February 10 – Online bookmaker Betway has again expanded its international football marketing footprint with its first sponsorship deals in Chile, signing up five clubs in the Chilean First Division.
Spotify’s €280m deal would be music to Barca’s ears
February 8 – Financially challenged Barcelona are reportedly on the verge of agreeing a €280 million shirt and training kit deal with streaming service Spotify.
Cazoo to accelerate Spanish expansion with Real Sociedad shirt deal
February 8 – Online car retailer Cazoo will become the main sponsor of LaLiga’s Real Sociedad from the start of next season. The deal will see the brand take the club’s front of shirt logo position.
JLab plugs into Man City Women and NYCFC for US and UK push
February 8 – The advantage of having a large sales portfolio of big and champion (or near champion clubs) means you can slice and dice your inventory.
Liverpool opens small business horizons with Vista deal
February 4 – Premier League Liverpool FC have signed a multi-year agreement with Vista who become the club’s Official Small Business Design & Marketing partner.
Arsenal scores Extramarks as regional sponsor
February 4 – Digital learning solutions provider Extramarks has become a regional partner of Arsenal in India, South Africa, Indonesia, and the Middle East.