USSF ensures Allstate continuance with new multi-year national teams deal
November 3 – The United States Soccer Federation (USSF) have extended their sponsorship deal with insurance company Allstate.
Sponsorship
Saints push carbon neutral messaging with Ecowatt training kit deal
November 3 – Premier League Southampton has named Ecowatt as the club’s Official Training Kit Partner for the remainder of the 2022/2023 season.
William Hill stake claim on Celtic Park betting facilities in 2-year deal
November 2 – Glaswegian giants Celtic have announced bookmaker William Hill as the club’s official in-stadium betting partner.
SEGA turn to near-neighbours Brentford for launch of Football Manager 23
November 2 – Premier League Brentford have unveiled a new partnership with video game platform SEGA and its Football Manager simulation game for the launch of Football Manager 23 this month.
China’s vivo to use new Qatar 2022 hook-up to promote foldable smartphone
October 30 – With just 21 days to go before the Qatar 2022 World Cup kick-off, Chinese smartphone-maker vivo has announced it has become an Official Sponsor and the Official Smartphone of the event.
Starling banks on growth of Southampton Women with shirt sponsorship
October 27 – Starling Bank has signed on as the official principal partner for Southampton Women’s team for the 2022-2023 season.
Carlsberg takes ownership of CPL and Canada Soccer beer sponsorships
October 21 – Carlsberg has become the Official Beer and Non-Alcoholic Beer of Canada Soccer and the Canadian Premier League in a multi-year deal.
UEFA Women’s Football signs EA Sports as 9th partner
Emirates renews Real Madrid shirt sponsorship with 4-year, €70m deal
October 18 – UAE flag carrier Emirates has renewed as Real Madrid’s main shirt sponsor in a four-season deal that will run through to 2026to remain Spanish soccer giants’ main shirt sponsor until 2026.
Spurs searching for £22m+ stadium rights naming deal with Google
October 13 – English Premier League Tottenham Hotspur are reported to have held talks with Google about a potential sponsorship of their £1 billion state-of-the-art stadium.
Engelbert Strauss tries EURO 2024 for size
October 9 – Workwear brand Engelbert Strauss has expanded its sponsorships at UEFA to become the official workwear partner of the men’s Euros 2024 in Germany.
Sorare trades up with Liverpool
September 23 – Football fantasy game and digital player card business Sorare has expanded its deal with Premier League Liverpool, becoming an official global partner.
Inter Milan keep Acqua S.Bernardo deal bubbling
September 16 – Inter Milan have renewed their official water partnership with Acqua S.Bernardo for a further two seasons.
Socios.com renews Ballon d’Or Awards sponsorship
September 16 – Fan token providers Socios.com have renewed their Official Partner sponsorship of the Ballon d’Or Awards for a second year.
Real Madrid extend global deal with Nivea Men to 2025
September 12 – Real Madrid have added another three seasons to their sponsorship with Nivea Men, taking the partnership through to 2025.