Liverpool expands retail footprint with Unisport deal
August 12 – Premier League Liverpool has begun a new partnership with football retailer Unisport to expand the club’s retail offering and increase access to official club merchandise.
Football Marketing
Telecoms operator Finetwork takes Real Betis shirt front in 3-year hook-up
August 12 – LaLiga’s Real Betis has replaced online bookmaker Betway with telecoms operator Finetwork as the club’s main sponsor in a three-year deal.
Liverpool plug in Sonos as official ‘sound’ partner
August 12 – Premier League Liverpool and Sonos have partnered in a multi-year agreement which will see Sonos become the official sound partner of the Reds.
Man City and CFG target Japanese growth with Abeam partnership
August 12 – Japanese-based management consultancy A-Beam Consulting has become an international partner of the English Premier League champions being designated the club’s Official Management Consulting Services Partner in Japan.
LaLiga intelligence platform to boost commercial ops with KORE partnership
August 12 – LaLiga has tied up a partnership with KORE Software to enhance is sponsorship strategy and measure its commercial performance as it looks to grow its international revenue streams.
Expedia extends its UEFA booking in a one-season deal
August 11 – Expedia Group has extended its Champions League partnership with UEFA in a one-season deal for 2021/22.
Bwin renews with 5 Bundelsiga clubs and takes Portuguese league naming rights
August 11 – Online bookmaker bwin has unveiled a raft of new football sponsorships for the new season including deals with five German Bundesliga teams as well as the naming rights sponsorship of the Portuguese league.
Wolfsburg add Chinese battery maker BAK as premium partner
August 10 – Wolfsburg and Chinese battery manufacturer BAK Battery have teamed up in a bid to develop a more climate-friendly club policy over the next few years.
Parimatch Tech builds big in Premier League adding Chelsea to partner roster
August 10 – Premier League Chelsea have agreed a three-year partnership with online sports and entertainment gaming platform Parimatch Tech.
Online trading platform NAGA buys Sevilla shirt position
August 10 – German-based digital investment platform NAGA has taken the shirt front sponsorship of LaLiga’s Sevilla in a three-year deal starting this season. Seville have qualified for the Champions League.
Kumho Tyre keeps wheels spinning on Bayer Leverkusen sponsorship
August 9 – Kumho Tyre has extended its sponsorship of German Bundesliga’s Bayer 04 Leverkusen, including its sleeve patch sponsorship for the DFB-Pokal which kicked off last weekend with Bayer beating Locomotive Leipzig 3-0.
Holland Casino secures Eredivisie betting deal in advance of deregulated Dutch market
August 9 – With the Dutch set to open up online gambling in the country from October 1, the state-run betting and gaming business Holland Casino has signed a deal four-year sponsorship deal with the top tier Eredivisie, second tier Keuken Kampioen Division and its broadcast partner ESPN.
REWE launches branded Romanian football products via FRF sponsorship
August 6 – In Romania, local gambling brands have been the traditional sponsors of football clubs. The players’ shirts routinely bear brands that encourage fans to bet and play slots online.
Spurs deliver 3-year Getir sponsorship
August 6 – Premier League Tottenham Hotspur have agreed a three-year partnership with Getir, the ‘ultrafast’ grocery delivery service. Getir will be an Official Global Partner.
Leeds United go crypto with plan for $LUFC Fan Token
August 6 – Leeds United have become the fourth Premier League club to join the Socios.com blockchain-based Fan Token platform.