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.
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.
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.
February 4 – Digital learning solutions provider Extramarks has become a regional partner of Arsenal in India, South Africa, Indonesia, and the Middle East.
February 3 – Chinese technology company Vivo has signed a two-year deal to become LaLiga first smartphone partner.
January 27 – UAE real estate developer Aldar Properties has become Manchester City’s Official Real Estate Partner.
January 26 – Amazon Prime Video has become a shirt sponsor of Argentina’s River Plate in a one-year deal.
January 25 – The Argentine Football Association (AFA) has signed a new regional sponsorship with online bookmaker W88 who will become the official AFA sportsbook in the Asian market.
January 20 – The European Sponsorship Association (ESA) is reporting a sustained confidence in the sports sponsorship market despite the surge in the omicron variant of the coronavirus.
January 18 – French Ligue 1 club Girondins de Bordeaux have ended their shirt sponsorship deal Winamax after the club decided it had had enough of a series of mocking tweets from its online bookmaking partner.
January 12 – Serie A has partnered with socios.com, deepening the blockchain-based fan token provider’s presence in Italian football further.
January 11 – The African confederation that has recently struggled to find hard cash to fund football on its continent has turned to cryptocurrency. Crypto exchange Binance has become another last-minute sponsor of the Africa Cup of Nations, which hosts Cameroon kicked off on Sunday with a 1-0 victory against Burkina Faso.
January 11 – Italy’s Serie A has partnered with government ministries to promote the country and the ‘Made in Italy’ message worldwide.
January 11 – Online bookmaker 888sport has become an official partner of Bundesliga side RB Leipzig in a deal that will initially run until 2023.
January 10 – Online betting sponsorship is still holding its own in the sponsorship market with Betway announcing a two-year major partnership with French Ligue 2 side, Toulouse FC.