Liverpool to bank estimated £50m a year with extended Standard Chartered deal
July 14 – Liverpool have extended their Standard Chartered Bank shirt sponsorship deal by four years.
Football Marketing
Schalke 04 refuel with 3-year MeinAuto.de shirt deal after Gazprom removal
July 14 – FC Schalke 04 have found a long term replacement for Gazprom as the club’s shirt sponsor, with online new car sales platform MeinAuto.de taking the position from the start of the new season.
Bella Arena and EPOS sponsor month-long FIFA esports finals
July 13 – FIFA has unveiled two national sponsors for the finals of its three FIFAe events in Copenhagen, Denmark, that start this Friday (July 14) with FIFAe World Cup 2022, and run through to July 30.
FILA return to football with Vicenza deal as first step
July 13 – Iconic Italian leisurewear brand FILA is returning to football after a 20-year gap, agreeing a three-year technical sponsorship with Italian Serie C side LR Vicenza.
Real Sociedad to become 6th LaLiga club on Socios.com’s crypto platform
July 13 – The noise around club Fan Tokens has died down recently following the cryptocurrency crash and criticism of the low tradeable values of the tokens. It hasn’t, however, stopped Real Sociedad becoming the seventh LaLiga club on the socios.com platform.
Banco Santander to drop LaLiga naming rights, new sponsor to be announced
July 12 – Banco Santander will end its title sponsorship of Spain’s LaLiga at the end of the 2022/23 season, with the two parties saying that they will instead “explore new ways of collaboration”.
Botafogo agree Blaze.bet shirt deal but kit mix-up delays start
July 11 – Brazilian club Botafogo has partnered with Blaze.bet, but the new shirt sponsor will have to wait a little longer for its exposure after a mix-up with shirts on Sunday in the match against Cuiaba.
Man City crypto partner OKX trades up with kit sponsorship
July 11 – Cryptocurrency platform OKX has become the training kit partner of Manchester City in a one season deal. OKX last week was announced as the presenting partner of Man City’s Trophy Tour 2022.
PSG tests the ground with FDJ’s ParionsSport betting brands
July 9 – Europe’s giant clubs have generally stayed clear of big betting deals, tending to run them as partnerships buried within their digital offerings. Paris-Saint-Germain are the second club to break the mould following Man City’s announcement of a partnership with 8XBet.
Leeds Astonish with vegan-approved, cruelty free training kit deal
July 10 – Leeds United, who clung on to their Premier League status last season but have since lost star midfielder Kalvin Phillips to Manchester City in a £42 million deal, have signed Astonish as the club’s the Official Training Wear Partner for the 2022/23 campaign.
Serie A keeps Frecciarossa on track with Coppa Italia naming rights
July 8 – Italian train operator Trenitalia has renewed its title sponsorship of Serie A’s Coppa Italia for a further two season.
MLS appoints IMG Arena to build data driven content to sell to booming bookie business
July 8 – With the deregulation of the online betting business state-to-state across the US, Major League Soccer (MLS) has appointed the bookmaker sales of IMG – IMG Arena – as its official data distribution in a deal that could net the US league $270 million, according to reports.
Man Utd agree sleeve deal with DXT and a digital transformation path
July 7 – Manchester United have signed IT and consulting services provider DXC as the club’s sleeve sponsor. DXC will also manage the club’s digital presence.
Vietnamese FA builds on success with 3-year SABECO beer sponsorship
July 7 – Vietnam has agreed a three-year sponsorship of its national teams with the country’s largest brewer Sai Gon Beer-Alcohol-Beverage JSC (SABECO).
PepsiCo launches bursaries to build female English coaching talent
July 7 – PepsiCo has joined with Women in Football, to sponsor 45 aspiring female coaches on the English FA’s ‘Introduction to Coaching’ course, with the aim of opening the door for talented women to build careers in football.