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Sponsorship

Man City agrees Asian sponsosrship with 8XBet

July 5 – Manchester City has teamed up with gambling platform 8XBet as a regional sponsor in Asia.

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Football Marketing

Backing the bookies, Antwerp sign betFIRST as main sponsor

Royal Antwerp FC

July 3 – In a controversial move, Antwerp have signed up BetFIRST as their new, headline sponsor despite the Belgian authorities’ intention to outlaw betting ads by 2025.

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Sponsorship

Konami picks up video game license and naming rights in multi-part Inter deal

July 4 – Inter Milan has agreed a deal with video gamemaker Konami that will see it become the club’s Global Football Videogame Partner, as well as being designated Youth Development Centre Partner and Training Kit Back Partner.

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Football Marketing

Spreadex bet on a Sunderland push for the Premier League with 3-year deal

June 30 – Sunderland, better known these days for the club’s Netflix documentary than its football performances, has named betting firm Spreadex as its main shirt sponsor in a three-season deal ending in the summer of 2025.

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Football Marketing

Qatar Airways makes a big landing on PSG shirt

June 29 – In a move that will only further fuel criticism of PSG’s reliance on Qatar-ownership related sponsorship deals, Qatar Airways has been confirmed as the club’s new shirt sponsor in a multi-year deal.

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Football Marketing

Puma laces long term AC Milan deal, adding naming rights to youth training complex

June 29 – Serie A champions AC Milan have agreed a long term extension with kit supplier Puma in what is being described as one of the biggest partnerships the club has ever signed.

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Football Marketing

High Noon for Toon with first Saudi-linked sponsorship?

June 29 – Newcastle United have confirmed Saudi Arabian-based online retailer noon.com as the club’s sleeve partner in a one-season 2022/23 deal.

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Football Marketing

Bournemouth cash-in on return to Premier League with Dafabet shirt deal

June 28 – Bournemouth, back in the Premier League after two seasons in the Championship, have unveiled online bookmaker Dafabet as the club’s principal partner and front-of-shirt sponsor.

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Football Marketing

Builders boost sponsorships as Crypto booms and betting partners decline

June 27 – A sponsorship report looking at partnerships across the Big 5 European leagues has tracked more than 7,000 brands and 9,000 deals over the 2021-22 season with construction sector being the most active sponsorship category for the third consecutive season.

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Football Marketing

LaLiga agrees 5-year global deal with Mahou San Miguel

June 24 – Spanish brewer Mahou San Miguel has agreed a five-season global sponsorship with LaLiga, expanding a relationship with the league that will now span 10 years.

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Sponsorship

Aston Villa sign Gym+Coffee as official partner of women’s team

June 23 – Aston Villa Women, who are going into their third season in England’s top flight Women’s Super League, have announced Gym+Coffee as a new official partner.

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FIFA

Frito-lay chips in with North American regional sponsorship for Qatar 2022

June 20 – Hard on the heels of the host venues announcement for the 2026 World Cup in the US, Mexico and Canada, FIFA has unveiled US snack brand Frito-Lay as regional sponsor for the Qatar 2022 edition.

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Football Marketing

Betano expands in Portugal with 4-year FC Porto shirt deal

June 17 – Online bookmaker and gaming site Betano has expanded its sponsorship of Portuguese SuperLiga champions FC Porto to becoming the club’s main partner.

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Football Marketing

Top two tiers of English women’s leagues rebranded with Barclays title sponsorship

June 10 – The English Women’s Super League will undergo a name change and a brand refresh from the start of next season when Barclays begins its title sponsorship of the top two tiers of the English women’s game.

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Football Marketing

Everton return to gaming sector and record shirt deal with Stake.com

June 9 – Premier League Everton, who famously trumpeted a move away from online gambling sponsorship on their shirt with the collapse of their SportPesa deal two years ago, have returned to the online betting business announcing a record main partner deal with Stake.com.

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