March 25 – The European Sponsorship Association’s Sponsorship Sentiment Tracker (SST) – a rough measure of how confident the sponsorship sector is – shows rights holders as currently the most optimistic over the health of the industry.
March 24 – Online car retailer Cazoo will become the main sponsor of Ligue 1’s Olympique de Marseille in a multi-year deal that will begin at the start of the 2022/23 season. The deal will see the brand take the club’s front of shirt logo position.
March 24 – FIFA has added Indian education technology provider BYJU’S as an official sponsor of the Qatar 2022 World Cup.
March 24 – The Dutch FA (KNVB) have extended their 25-year main sponsorship with ING bank through to 2028. And in keeping with a financial theme have unveiled crypto exchange Bitvavo as a new sponsor.
March 23 – Cryptocurrency sponsorship has come to FIFA with Crypto.com becoming the exclusive cryptocurrency trading platform partner for the Qatar 2022 World Cup.
March 22 – Online bookmaker Betcris, based in Costa Rica, has continued its expansion in south and central America with sponsorships covering nine League of Honduras clubs. Betcris is already title sponsor of the league.
March 22 – Bundesliga club 1. FC Union Berlin has secured digital insurance business wefox as the club’s main short sponsor in a three-year deal starting with the 2022/23 season.
March 21 – beIN SPORTS will launch four new dedicated channels for the 12 remaining matches of the the AFC World Cup 2022 qualifiers that will be played over two match days.
March 17 – The Fantasy Sports gaming market is spawning a whole new sector of related digital business with UK-based fantasy Football Hub announcing it has raised $550,000 to build its platform that digital content and analytics to the fantasy football community.
March 17 – Serie A’s Inter Milan have linked leading Milan-based cycling brand Cinelli to create a collection oflimited-edition products which will be released in two different drop phases.
March 16 – The Camp Nou, one of the most iconic stadiums in world football, is being renamed as Spotify Camp Nou as part of a landmark multi-million Euro naming rights and sponsorship agreement between Barcelona and the global music streaming platform.
March 16 – LaLiga says it is building a real business in North America and to say that it is just about getting a regular top tier match played in the US to stimulate revenues “is not a fair assessment” of their activity.
March 16 – Star India and the Premier League have extended their broadcast agreement with all 380 fixtures each season to be aired across the Star Sports network as well as on Disney’s OTT platform Disney+ Hostar.
March 15 – LaLiga’s Real Betis Balompié has signed a deal with Volvo to become one of the club’s main sponsors.
March 11 – Nashville SC who have just started their third season in the MLS, have signed a naming rights deal for their 30-000-seat new stadium which will open May 1 with the visit of Philadelphia Union.