Eredivisie feeds its sponsorship wheels with Deliveroo deal
March 2 – Holland’s Eredivisie launched a new partnership at the weekend with new ‘Official Food Deliver Partner’ Deliveroo giving fans €2.50 discount on every Deliveroo order.
Sponsorship
Mondelez sweet on Man Utd becoming 26th global partner
February 25 – Manchester United has signed a multi-year global partnership with US-based confectionary, food and beverage company Mondelez International.
Hublot clocks in for more UEFA sponsorship with major women’s partnership
February 24 – UEFA has agreed a sponsorship with Hublot for its women’s competitions as well as its Together #WePlayStrong platform that aims to get more girls and women involved in the game.
Scots are latest football body to cut ties with betting sponsors
February 22 – The Scottish FA is the latest British football body to announce the end of a major betting company sponsorship.
Dortmund doubles up on shirt sponsors with 1&1 and Evonik splitting competitions
February 21 – Germany’s Borussia Dortmund will have two shirt sponsors from the start of next season with telecoms company 1&1 taking over for the Bundesliga short position while long running partner Evonik take over for European and other competitions.
Beckham’s Inter Miami lands £180m Qatar deal, say reports
February 18 – Inter Miami, the new MLS franchise where David Beckham is an owner has reportedly secured a £180 million sponsorship deal with Qatar.
Everton terminate SportPesa’s shirt deal three years early
February 17 – With sponsorship of football by gambling firms very much on the radar of UK regulators, Everton have become the first Premier League club to announce they are ending their deal with Kenyan online gaming giant SportPesa.
Juve re-sign Allianz in €130m deal
February 14 – Italy’s Juventus and global insurance giant Allianz have extended their partnership until 2030 in a deal worth €103.1 million.
McDonald’s adds Argentina digital deal to sponsor roster
February 4 – The Argentine Football Association (AFA) has signed up fast food giant McDonald’s in a national team sponsorship that will activate around the AFA’s digital platforms.
PSG land 3-year Qatar Airways sponsorship
February 3 – Qatar Airways has signed up as the latest sponsor of French club Paris Saint-Germain in a three-year deal, becoming a premium partner of the club.
Liverpool adds cyber storage partner to sponsorship portfolio
December 20 – Premier league Liverpool has added cyber storage company Acronis to its sponsorship roster in what is described as a multi-year partnership. No value was given for the deal.
West Ham deliver ITD Global as new official logistics partner
December 20 – Premier League West Ham United has announced ITD Global as its Official Logistics Partner.
Juve keep Chinese deals flowing with Ganten renewal
December 16 – Juventus have extended their Official Water deal with Chinese mineral water firm Ganten for another three years, taking them through to 2023.
Real Madrid break digital ground in Russia with Marathonbet
December 2 – Real Madrid has signed online bookmaker Marathonbest as its first club partner in Russia.
Heineken renews its Copa Libertadores and Sudamericana sponsorships through 2024
November 21 – Having renewed its sponsorship of UEFA’s club competitions, Heineken has followed up with a renewal of its Conmebol deal for South America’s two leading club competitions, with Amstel being the brand partner.