Hummel agree 5-year Saints deal as Under Armour exits early
January 18 – Premier League Southampton have ended their kit deal with US firm Under Armour three seasons early in favour of a new partnership with Danish sportswear brand, hummel.
Football Marketing
Spurs’ favourite Son opens up Korean Twitter platform
January 18 – English Premier League club Tottenham Hotspur have launched a new Twitter account in South Korea to further engage its growing fanbase in the homeland of the club’s star forward and Korean captain, Heung-Min Son.
Sportradar picks up official AFC data rights in 8-year deal
January 14 – Sportradar has taken over as the official video and data distribution partner for the Asian Football Confederation’s national and club competitions, in an eight-year agreement running from 2021 to 2028.
French league crisis deepens as Canal+ hands rights back saying league is ‘devalued’
January 13 – In another major blow to French football, broadcaster Canal+ will return the Ligue 1 media rights to the LFP, demanding a new tender is issued.
Ziggo rolls over Ajax shirt sponsorship deal
January 12 – Dutch cable operator Ziggo has added another year to its shirt sponsorship of Ajax with an option to extend until 2025.
Cinch looks for traffic as it parks logo on Spurs’ sleeve
January 8 – Tottenham Hotspur have unveiled a multi-year deal for their first sleeve sponsorship. Online car retail platform cinch will become the club’s Official Sleeve Partner, starting with this weekend’s matches.
Apollon FC gives crypto Fan Token holders right to pick next season’s kit
January 8 – Cypriot top flight club Apollon FC are giving their fans the opportunity to vote on the club’s Puma kit for the 2021/22 season. Earlier this season the club gave the fans the chance to select the starting 11 for a friendly against Aris Limassol.
Man Utd and Liverpool’s fake millions. Are Instagram accounts inflating social media values?
January 7 – Social media numbers often look astronomic with European clubs in particular selling marketing packages based on millions of followers, likes and interactions. But how good are these numbers?
Eredivisie increases stake in rights sales business EMM
January 6 – The top flight of Dutch football, the Eredivisie, has increased its ownership stake in the company that sells its commercial rights, Eredivisie Media & Marketing (EMM).
Man City Women looking good with Salento Creazioni Moda partnership
January 5 – Manchester City Women are putting on the style with Italian fashionwear production house Salento Creazioni Moda who have become the team’s first ever global formalwear partner.
Juve gear up for new €45m per season shirt deal with Jeep
January 4 – Jeep has renewed its shirt sponsorship with Italian giants Juventus in a €45 million-per-season, three-year deal running through to the end of the 2023-24 campaign.
Failed Mediapro partnership strikes financial fear into hearts of French club football
December 21 – French football is still counting the cost of the loss of the Mediapro broadcast deal that has plunged a raft of clubs, already hit by the Covid-19 pandemic, into further financial disarray.
Man City move to create digital asset value with Animoc brands deal
December 21 – City Football Group clubs Manchester City and Melbourne City have partnered with Animoca Brands for a range of new digital games and collectibles.
Rodriguez and Mina score for Everton in Colombian market with Rushbet deal
December 21 – Premier League Everton have traded on their Colombian links of James Rodriguez and Yerry Mina with the club’s first sponsorship from the country.
beIN holds on to Premier League rights with reported $500m 3-year renewal
By Paul Nicholson
December 18 – The Premier League has renewed its broadcast rights partnership with beIN SPORTS for the Middle East and North Africa region for a new three-year terms running through to 2025.