Good timing: Man City strap in Jacob & Co as local partner
September 23 – Manchester City has signed a multi-year sponsorship deal with luxury watchmaker Jacob & Co, marking the brand an official local partner.
Football Marketing
Bundesliga partners with Relevent to accelerate its push into US, Mexico and Concacaf markets
September 20 – Germany’s DFL Deutsche Fußball Liga is building on its US ambition with a partnership with the LaLiga joint-owned football marketing group Relevent Sports in a bid to capture a North American fanbase and money for the German league.
Qatar Airways lands on more UEFA properties in deal that runs to 2030
September 20 – Qatar Airways has deepened its sponsor partnerships with UEFA becoming the official airline partner of the Champions League, in a deal that runs until 2030.
LaLiga expands its crypto roster with ‘multi-million’ Bitget deal
September 20 – LaLiga have signed a multi-year deal with Bitget which will see the company become the league’s Official Crypto Partner in the Eastern, Southeast Asian and Latin American regions.
US energy drink Reign Storm sign with Chelsea Women for UK rollout
September 20 – American Energy Drink company Reign Storm have signed as Chelsea Women’s Official Energy Drink Partner in a multi-year deal with the reigning Barclays Women’s Super League champions.
SmartSoft track Argentina’s rise in popularity with renewed deal focussed on Europe
September 20 – The Argentine Football Association (AFA) has confirmed the renewal and expanded its partnership with online casino games supplier SmartSoft, elevating the brand to the role of regional sponsor in Europe.
Messi tops MLS shirt sales; 13 nations represented in top 25 bestsellers
September 19 – For the second year running Lionel Messi has topped the table of shirt sales in the MLS.
Minted: Portugal to issue €7 Ronaldo coin
September 19 – While most countries put the heads of royal families and heads of state on their currency, Portugal is putting Cristiano Ronaldo’s on a €7 coin.
Levski Sofia begin search for stadium naming rights sponsor to replace Vivacom
September 19 – Bulgaria’s Levski Sofia have announced they are looking for a new major sponsor for the club’s stadium naming rights.
Bang & Olufsen takes Monaco sleeve patch for Champions League campaign
September 19 – AS Monaco have strengthened their partnership with Bang & Olufsen which will see the luxury audio brand now feature on the sleeve of the Monegasque players’ Champions League jerseys.
Kindred Group does double deal for Unibet and 32 Red brands on Rangers kit
September 18 – Rangers Football Club have extended their partnership with Kindred Group, home to Unibet and 32Red brands in the UK, which will see a new-look to the front of shirt sponsorship for the coming season.
Tom Brady’s touchdown is fuelling Birmingham City sponsorship with Delta latest to board
September 18 – Birmingham City have partnered up with Delta Airlines as its Official Airline Partner for the 2024/2025 season.
Mitre keeps Subbuteo ball rolling with limited-edition release and World Cup partnership
September 18 – Mitre has teamed up with Hasbro once again for a limited-edition release of the iconic Subbuteo tabletop football game.
Socios extend ball and blockchain deal with Serie A for three more years
September 18 – The Italian top-flight Serie A and crypto company Socios have renewed their partnership in a three-year deal.
Dyson to focus AC Milan sponsorship on OnTrac headphones launch
September 17 – AC Milan have announced a new strategic collaboration with Dyson as the club gears up for a return to UEFA Champions League action tonight.