Captain Morgan opens up MLS market with as league’s first spirits sponsor
July 10 – Major League Soccer has signed its first spirit sponsor with Captain Morgan becoming the league’s official spiced rum and exclusive spirits partner.
Sponsorship
Budweiser keep their eye on the US women with first NWSL deal
July 7 – With the Women’s World Cup ending in France with a win for the US, Budweiser has announced it is extending its women’s football sponsorship in a multi-year partnership with the National Women’s Soccer League (NWSL), the nine-team professional women’s league in the US.
Barca get bookie backing from 1xBet in 5-year deal
July 5 – With online bookmakers and Spanish LaLiga clubs speed dating to sponsorships almost daily, 1xBet has announced a five-year sponsorship deal with FC Barcelona.
VBET take 3-year punt on Arsenal. Parlour to front content
June 14 – Arsenal have signed VBET as the club’s Official Betting and Gaming Partner in a partnership, which will run until 2022.
BR88 buy into Aston Villa’s Premier League future, for a year
June 14 – Aston Villa, £170 million play-off winners, have moved swiftly to sign their first sleeve sponsor. Asian betting firm BR88 will take the position in a one-year deal.
Uber Eats take a €32m bite of Ligue 1 naming rights
June 14 – France’s Professional Football League (LFP) has announced food delivery service Uber Eats as the new naming rights sponsor of Ligue 1.
Fiat drives new 4-year deal with Italian FA
June 13 – Fiat has renewed its sponsorship with the Italian Football Federation (FIGC) for another four years.
Man City toasts Chinese Baijiu brand JNC as new global partner
May 30 – Manchester City have announced a global partnership with Chinese liquor brand JNC which becomes the Club’s Official Baijiu Partner.
Betway go long on West Ham with 6-year renewal
May 28 – Online bookmaker Betway has renewed its shirt sponsorship of West Ham for a further six years, an unusually long term for a betting company sponsorship which often are secured on one-season renewable deals.
Spanish FA moves to end Adidas deal with 7 years left on contract
May 22 – The Spanish Football Federation (RFEF) have moved to end their kit supply deal with German sportswear giant Adidas seven years early.
MG Motor goes up a gear with Welsh FA in 3-year tie-up
May 21 – The Football Association of Wales (FAW) has agreed a three-year partnership with MG Motor UK to become its Official Vehicle Partner.
China’s LD Sports ties launch into record Southampton shirt sponsorship
May 14 – hard on the heels of the club renewing the sponsorship of Virgin media for is sleeve position, Premier League Southampton have announced new Chinese media business LD Sports as its main shirt sponsor.
Mansion rolls the dice for fifth season with Bournemouth
May 3- Premier League AFC Bournemouth have renewed gambling group Mansion as lead sponsor for a fifth consecutive season.
RB Leipzig renew CG Gruppe as sleeve sponsor in 3-year deal
May 1 – RB Leipzig, currently third in the Bundesliga and heading for Champions League football next season, have renewed their sleeve sponsorship with real estate developer CG Gruppe.
Coppa Italia changes title sponsor tracks, dialling TIM back in with 3-game deal
April 25 – One of Italian football’s most faithful and long term partners, Telecom Italia, has picked up what is probably the shortest ever title sponsorship for a premier national football competition.