Aston Villa sign Gym+Coffee as official partner of women’s team
June 23 – Aston Villa Women, who are going into their third season in England’s top flight Women’s Super League, have announced Gym+Coffee as a new official partner.
Football Marketing
Eagles land back with Macron for new Premier League season
June 22 – Italian teamwear specialist Macron is returning to Premier League Crystal Palace from the start of next season as the club’s kit partner.
Betcris enhances ‘historic’ commitment to Mexican market with FC Juárez
June 22 – Online bookmaker Betcris, based in Costa Rica, has added Mexican LigaMX side FC Juárez to its sponsorship roster in a four-year deal.
Frito-lay chips in with North American regional sponsorship for Qatar 2022
June 20 – Hard on the heels of the host venues announcement for the 2026 World Cup in the US, Mexico and Canada, FIFA has unveiled US snack brand Frito-Lay as regional sponsor for the Qatar 2022 edition.
Betano expands in Portugal with 4-year FC Porto shirt deal
June 17 – Online bookmaker and gaming site Betano has expanded its sponsorship of Portuguese SuperLiga champions FC Porto to becoming the club’s main partner.
Apple takes a 10-year leap into live MLS broadcast rights with $2.5bn deal
June 15 – Apple has taken its first step into live football broadcasting agreeing a deal that will see the Apple TV app become the exclusive platform for every MLS match.
Orange dials in French federation for another four years
June 15 – French telecoms giant Orange has extended its partnership with the French Football Federation (FFF) for a further four years.
AEG to host Real Madrid, Barca and Juve for summer US tour
June 14 – Europe’s unholy trinity of Super League refusniks – Real Madrid CF, FC Barcelona, Juventus – are promoting their own pre-season event in the US, titled ‘The Soccer Champions Tour’, and backed by AEG, the world’s biggest sports and live entertainment company.
CLV Group report finds Big 6 EPL clubs are missing £700m of revenue
June 10 – The second edition of the Fan Relationship Index (FRI) from the CLV Group finds that the big six Premier League clubs are missing out on a massive £700 million of revenue from commercial deals.
Top two tiers of English women’s leagues rebranded with Barclays title sponsorship
June 10 – The English Women’s Super League will undergo a name change and a brand refresh from the start of next season when Barclays begins its title sponsorship of the top two tiers of the English women’s game.
Everton return to gaming sector and record shirt deal with Stake.com
June 9 – Premier League Everton, who famously trumpeted a move away from online gambling sponsorship on their shirt with the collapse of their SportPesa deal two years ago, have returned to the online betting business announcing a record main partner deal with Stake.com.
Forest Green Rovers stay on carbon cutting message with Bolt partnership
June 9 – Forest Green Rovers, designated ‘the World’s Greenest Football Club’ by FIFA, is partnering with mobility app Bolt that enables users to find shared travel options and transition away from owned cars.
FIFA+ adds four new languages to global streaming service
June 8 – FIFA has expanded its FIFA+ streaming platform with the addition of Japanese, Korean, Italian and Bahasa languages.
Ziggo expand on Ajax shirt deal adding back to front
June 8 – Ajax shirt sponsor Ziggo, who at the end of last year extended its sponsorship for a further two years, have expanded the deal to include its GigaNet fibre-optic cable network as the back-of-shirt sponsor.
Benfica plan Fan Token launch on Socios.com platform
June 7 – Cryptocurrency might have crashed but it hasn’t stopped Portuguese giant Benfica from becoming the country’s first club to launch a Fan Token on the blockchain-powered Socios.com platform.