Chivas blends into Man Utd programme as global spirits partner
August 8 – Manchester United has agreed a sponsorship with blended Scotch whisky brand Chivas to become the club’s official global spirits partner.
Sponsorship
LETOU drops Swansea but bets on Inter Milan for regional growth
August 8 – Philippines-based online gambling operator LETOU has become Internazionale Milano’s first Asian online gaming partner. It is also the first step into Serie A club sponsorship for the betting firm.
Dafabet break Scottish records to extend Celtic shirt deal to 2025
August 6 – Celtic have announced the highest ever shirt sponsorship deal for a Scottish club with online bookmaker Dafabet. The new agreement will run until the end of the 2025 season.
Hyundai drive deeper into Euro club sponsorship market with Serie A’s Roma
July 24 – Hyundai have added their first club sponsorship in Italy becoming AS Roma’s new Global Automotive Partner in a three-year deral that will see the Hyundai logo on the back of AS Roma shirts.
Hong Kong logistics firm Royale admitted to the Crystal Palace
July 20 – Asian sponsors for Premier League clubs have generally been from the betting industry unless local sponsors. Crystal Palace have expanded away from the betting sponsor focus with a global partnership with Hong Kong logistics brand Royale International.
West Ham trade up with Basset & Gold as new shirt sleeve sponsor
July 16 – Premier League West Ham United is swapping its MRF Tires sleeve sponsor for financial services firm Bassett & Gold. No term or value was given for the deal that sees an expanded sponsorship package than the previous one-year deal with MRF.
Renault test drive first football sponsorship with 3-year PSG deal
By Paul Nicholson
July 13 – French champions Paris Saint-Germain have signed a three-season official partnership with French motor manufacturer Renault.
Dafabet secure Premier League returners Fulham with record shirt sponsorship
July 12 – Championship play-off winners Fulham – who in doing so guaranteed themselves a £160 million three-season Premier League income stream – have capitalised further on their promotion with a club record two-year sponsorship with global betting brand Dafabet.
Betway agrees three-year AS Roma deal despite potential gaming sponsor ban in Italy
July 11 – Online bookmaker Betway, which has just added two top-tier LaLiga clubs to its sponsorship roster, has now signed its first Italian club, AS Roma.
Man City builds bridge over troubled water issues with Xylem partnership
July 11 – Manchester City have announced a global multi-year partnership with water technology company Xylem. The company will also partner with Man City’s sister club New York City FC and the Manchester City women’s team.
Chelsea sign Vitality as official health insurance partner
July 10 – Vitality, already the stadium naming partner at Premier League Bournemouth, has become Chelsea’s official health insurance partner.
Marathonbet get deeper into CFG with Girona deal
July 6 – Hard on the heels of Betway having announced two new club betting sponsorship in LaLiga, Marathonbet has taken its first Spanish steps becoming the main sponsor of Girona FC.
Betway scores hattrick of LaLiga shirt sponsorships with Deportivo Alavés deal
July 5 – Betway appears to be mopping up shirt sponsor deals in LaLiga. Deportivo Alavés has become the European bookmaker’s third Spanish club in a two-year deal.
New launch LaBa360 rolls the dice with record sponsorship deal for Burnley
July 3 – Premier League Burnley have swapped main sponsor Dafabet for new launch gaming and betting brand LaBa360 in a record shirt sponsorship deal for the club.
Bundesliga’s Hertha Berlin, Eintracht Frankfurt and Stuttgart agree betting deals
June 28 – Online bookmaker and gaming sponsors have been active in Germany sealing deals Bundesliga clubs before the new season start. Hertha Berlin and Eintracht Frankfurt and VfB Stuttgart have all agreed deals in the past two days.