EML and REPX open in Serie A with prepaid card deal at Roma
January 10 – Pre-paid credit card specialists EML Payments has signed an exclusive sponsorship with AS Roma, its first step into the football sponsorship market.
Football Marketing
CAF agrees Umbro and TikTok deals in time for AFCON kick off
January 6 – On the eve of the 2021 Africa Cup of Nations, the Confederation of African Football (CAF) has partnered with sportswear giant Umbro in a multi-year deal.
Man City to launch sustainability campaign with new renewable energy partner Masdar
January 6 – The club fuelled by petro-chemical wealth has a new energy partner. Abu Dhabi renewableenergy company Masdar has become an Official Partner of Manchester City with the first activation being the support of a global sustainability campaign ahead of Abu Dhabi Sustainability Week starting January 15.
BT Sport pick up last minute rights to Saudi-hosted Spanish Super Cup
January 5 – BT Sport will exclusively broadcast the Spanish Super Cup, which Real Madrid, FC Barcelona, Atletico Madrid and Athletic Bilbao will compete for in Saudi Arabia this month.
A palace fit for Man City
January 4 – Manchester City has agreed a sponsorship with the Emirates Palace hotel in Abu Dhabi, UAE, to become the Club’s Official Luxury Hotel Partner.
LaLiga opens Amazon store with 1,600 items and plan to add more clubs and territories
December 30 – LaLiga has become the first league to open a store on Amazon, selling merchandise from 13 of its clubs.
Bundesliga renews Sportradar deal with addition of AI-driven engagement tools
December 23 – Germany’s Bundesliga International has extended its agreement with Sportradar for a further five years.
Sexy baccarat and hot dog eating off marketing menu as BK8 return with Huddersfield deal
December 23 – Christmas has brought a timely boost for English Championship club Huddersfield Town, with BK8 signing on as the club’s Global Betting Partner for the remainder of the 2021/22 season.
Man City women secure a place in the sun with Costa Daurada tourist board
December 23 – Manchester City Women’s team will warm up their new year campaign with a training camp in CostaDaurada, whose tourist authority has become the team’s latest sponsor.
Crypto crash landing: Arsenal under fire for misleading ‘fan token’ ads
December 22 – The UK’s advertising watchdog has rebuked Premier League Arsenal over two promotions for ‘fan tokens’, a type of cryptocurrency that has exploded in popularity.
VISA carded for FIFA Women’s football sponsorship
December 21 – FIFA has announced VISA as its first Global Women’s Football Partner under its newly launched commercial partnership structure that has separated the mens and women’s commercial sales sponsor offers and which comes into effect in 2023.
AstroPay expands Burnley deal to women’s shirt sponsorship
December 21 – Premier League Burnley’s sleeve sponsor AstroPay, has added the short sponsorship of the club’s women’s team to its assets, as well as taking a sponsorship of the dugouts at Turf Moor.
Barclays doubles women’s sponsorship to £30m to cover WSL and grassroots
December 16 – Barclays has doubled its investment in women’s football in England to more than £30 million in a three-year deal.
Newcastle greenlighted to sign Saudi sponsors, but only at ‘fair’ market rate
December 15 – Newcastle United will be allowed sponsorship deals with Saudi Arabian companies as long as the Premier League considers them “fair market value”.
NWSL players get salary top-up in crypto with Voyager deal
December 15 – National Women’s Soccer League (NWSL) players in the US will be getting a wage boost in the form of cryptocurrency following the announcement of a multi-year sponsorship with Voyager Digital.