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.
Sponsorship
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.
Blue jeans for reds – Liverpool sign Levis as ‘Denim’ partner
August 22 – Premier League Liverpool Football Club has agreed with Levi’s to become the club’s first Official Denim partner. No term or value was given for the deal.
Trading platform eToro to pay 7 Premier League club sponsorships in bitcoin
August 21 – Online trading platform eToro, is using Bitcoin to pay for its sponsorship partnerships with seven Premier League clubs, the first time a club sponsor has paid for marketing inventory using cryptocurrency.
Man City on Cruzr control as UBTECH robotics deal extended
August 21 – Premier League champions Manchester City have extended their partnership with robotics company UBTECH. The deal, first signed in 2016, sees the robot maker designated as the Club’s Official Robot Partner.
Marathonbet starts a marketing sprint race in Italy with Lazio shirt deal
August 20 – In what is probably the shortest shirt sponsorship deal in Serie A history, online bookmaker Marathonbet has agreed with SS Lazio to take the club’s premium sponsorship position in a deal that will terminate in January 2019.
Bwin expands presence into second tier with St Pauli, Union Berlin and Dynamo Dresden
August 20 -. Online bookmaker bwin has strengthened its brand positioning in Germany across the top three tiers of the German league game becoming the exclusive betting partner of FC St Pauli, Union Berlin and Dynamo Dresden in the 2.Bundesliga.
TAG Heuer winds up Premier League deal for another year with connected watch promotion
August 15 – TAG Heuer has extended its partnership as Official Timekeeper of the Premier League for a further season. The Premier League will continue to play all matches run on TAG Heuer time, both on pitch and on broadcast signals worldwide.
Huddersfield Town connect with Abzorb for Cowshed stand sponsorship
August 15 – Premier League Huddersfield Town, hard on the heels of announcing fire engine maker Rosenbauer as a club sponsor, have added business telecoms provider Abzorb as an official partner.
Juventus builds Chinese sponsor business with China Merchants Bank deal
August 14 – Italian Serie A team making inroads into the Chinese sponsorship market have been dominated recently by deals around Suning-owned Inter Milan, but now Juventus have stepped up their game with China Merchants Bank becoming an Official China Regional Partner and the Official Chinese Bank Partner until 2020.