End of the Road for DAZN with LFP broadcast rights?
April 7 – The rocky relationship between broadcaster DAZN and France’s Ligue 1 (LFP) has hit a new low with DAZN considering cancelling its contract at the end of the domestic season.
Football Marketing
AC Milan agrees regional betting parternship with Brazil-based Reals
April 7 – AC Milan have announced a new regional partnership with Reals, a leading sports betting and online gaming company in Brazil, as the Rossoneri look to deepen their presence across Latin America. The agreement sees Reals become the Official Regional Betting Partner of the club in the region.
Dortmund forge trans-Atlantc sports bridge with Pittsburgh Steelers
April 7 – German club Borussia Dortmund is always at the forefront of innovative ideas, and their latest partnership pairs football with the pig-skin variety of football as they have collaborated with the Pittsburgh Steelers of the National Football League (NFL).
Brentford secure DeterTech as new club partner
April 4 – Premier League Brentford have added a new name to its growing commercial portfolio, announcing a partnership with UK-based security specialists DeterTech as the club’s official site security partner.
NWSL-AT&T sponsorship deal ‘invests in future of women’s sports’
April 3 – The National Women’s Soccer League (NWSL) continues to go from strength to strength, announcing a multi-year sponsorship deal with communications giant AT&T.
EFL and Smart Energy GB extend agreement to help fans manage rising costs
April 1 – As UK households brace themselves for increased energy, water and council tax bills starting this week, the English Football League (EFL) and Smart Energy GB have extended their partnership to support football fans in managing rising energy costs.
AS Monaco and VBET agree four-year partnership extension
April 1 – AS Monaco and VBET have locked in a long-term partnership extension, securing their collaboration until 2029 in a move that strengthens both brands in the highly competitive sports betting market.
Man City quench Vietnamese thirst with Wake-Up 247 regional deal
March 31 – Manchester City has strengthened its commercial presence in Southeast Asia by securing a new regional partnership with Vietnamese energy drink brand Wake-Up 247. The deal sees Wake-Up 247 become the club’s Official Energy Drinks Partner in Vietnam, reinforcing City’s growing influence in one of football’s fastest-expanding markets.
El Mexicano dairy brand targets US-based market with MexTour and MexTour W deal
March 28 – As the Hispanic community continues to grow in the United States, it’s no surprise that the Federacion Mexicana de Futbol (FMF) has teamed up with Soccer United Marketing (SUM) to announce a multiyear partnership with the El Mexicano brand.
Atlético boost cyber threat battle with Google Cloud partnership
March 27 – Atlético de Madrid have secured a major tech ally in their fight against evolving cyber threats by announcing Google Cloud as their official cybersecurity partner.
CSKA Sofia sign partnership with football data analysis firm Driblab
March 27 – Bulgaria’s CSKA Sofia have signed a partnership agreement with Driblab, a global leader in football data analysis, to integrate advanced technology into their scouting and performance processes.
Man City women keep sponsorship life-blood flowing with Hytro deal
March 26 – Manchester City Women have announced a new global partnership with Hytro, a leading innovator in Blood Flow Restriction (BFR) wearables, as part of their commitment to integrating cutting-edge sports science into elite women’s football.
Argentine FA banking on HSBC as it strengthens Asian presence
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March 25 – The Argentine Football Association (AFA) has secured HSBC as its new regional sponsor in India and Singapore, furthering its international expansion strategy.
FSCG dials into Crnogorski Telekom again as partnership stretches to 18 years
March 25 – The Football Federation of Montenegro (FSCG) and Crnogorski Telekom have renewed their cooperation for another year. The country’s largest telecommunications company is one of the FSCG’s longest-standing sponsors, with the pair having been partners for 18 years.
CBF’s aim to grow Brazilian women’s football receives Globo renewal boost
March 25 – Globo, the giant of Brazilian broadcasting, has renewed its right agreement with the Brazilian Football Federation (CBF) to air elite men’s and women’s competitions.