Cyber soccer: NordVPN join Liverpool’s global sponsor roster
November 20 – Online security specialist NordVPN has become Premier League Liverpool’s Official Cyber Security Partner.
Sponsorship
Chinese payment platform Alipay buys into UEFA’s national team competitions
November 12 – UEFA has secured more than €200 million after signing a deal with Chinese online payments platform Alipay to become a major sponsor of its national team competitions.
Adidas and Real Madrid close in on €1.1bn sponsorship renewal
November 6 – Reports from Spain indicate Real Madrid are on the verge of signing a €1.1 billion sponsorship renewal with Adidas.
Bookies looking for sponsorship edge could see boost for club shirt deals
By Paul Nicholson
October 17 – A self-imposed broadcast advertising ban by bookmakers on pre-9pm ads could drive UK betting sponsors and their marketing money back to clubs and drive up the value of premium shirt sponsorship positions.
High stakes: UK Betting firms fearing backlash over football ads plot pre-emptive strike
By Paul Nicholson
October 8 – Growing fears within the UK betting business of a hardline approach to regulating how bookmakers market themselves has prompted one leading bookmaker to put in a pre-emptive strike and call for an industry-imposed ban on TV ads before the 9pm watershed.
Real Madrid and Barca head PL and Man Utd in sponsorship ranking; NBA tops table
October 8 – Premier League clubs make up six of the top 20 most commercially valuable sports rights-holders worldwide, but are behind Real Madrid and Barcelona globally, according to the newly launched POWA Index, a real-time sponsorship evaluation engine.
AXA signs as Liverpool global partner with focus on Asian growth
October 4 – Premier League Liverpool have added insurer AXA as the club’s first Global Insurance Partner in what it describes as a multi-year deal. No value was given for the sponsorship.
West Ham sign second financial partner with Scope Markets deal
September 26 – Premier League West Ham have reached agreement with Scope Markets to become the club’s official online trading partner. The club already have financial services firm Bassett & Gold as their sleeve sponsor.
Adidas renew DFB deal through to 2026 and build case for Euro 2024 hosting
By Paul Nicholson
September 11 – Adidas, who have been the German national team’s official kit sponsor for more than 60 years, has extended the partnership until 2026.
Spanish telecom giant Telefonica drops Barca, Real and RFEF to focus on broadcast
August 5 – Spanish telecommunications company Telefonica will not be renewing its sponsorship deals with premium Spanish football brands Barcelona, Real Madrid or the national team.
Polish fintech firm crosses into new territory with Welsh national team deal
August 30- Polish online currency exchange and money transfer company, Conotoxia, has secured a four-year partnership with the Wales football team, its first in the UK.
Betway adds Hannover 96 to growing European club roster
August 30 – Betway have added to their growing European football sponsorship portfolio by signing a three-year-deal to become Hannover 96’s official betting partner.
Italian FA give greenlight to Serie A clubs to sell sleeve sponsorship
August 28 – With betting sponsorships currently scheduled to be outlawed in Italy in January, the Italian Football Federation (FIGC) has moved to open up new commercial opportunities for its clubs, allowing sleeve sponsorship position for the first time.
Liverpool, Schalke and Atletico Madrid add to Falken’s pan-European portfolio
August 28 – With the addition of Premier League Liverpool and the Bundesliga’s FC Schalke, and UEFA Supercup Champions, Atletico Madrid from LaLiga, tyre manufacturer Falken has taken to 21 the number of clubs it has secured official marketing partnerships with in Europe.
Cybersocky: Leicester City add FansUnite as first blockchain sports data partner
August 24 – Premier League Leicester City have taken a step toward the blockchain technology business announcing a global partnership with FansUnite Entertainment. Fans Unite becomes the club’s first Official Blockchain Sports Data Partner.