Not walking alone: Liverpool tie up with ASP for Chinese retail platform launch
May 3 – Liverpool are opening up in China with a new official retail partnership with All Star Partners (ASP).
Partnerships
Bayern Munich to fly Bundesliga flag in Japan with SKY PerfectTV! backed pre-season tour
May 2 – Bayern Munich will pay tow pre-season fixtures in Japan as part of the second edition of the ‘SKY PerfecTV! Bundesliga Japan Tour’.
African bookmaker SportyBet picks up Man City regional rights
March 29 – Manchester City has signed a new regional partnership with SportyBet who will become the club’s Official Betting Partner in Africa.
Inter push academy system into South America with Chile launch
March 27 – Inter Milan’s academy spread has grown to 14 countries with the launch of the latest Inter Academy in Santiago, Chile.
EA cuts deal with NWSL to integrate into FIFA 23
March 8 – The National Women’s Soccer League (NWSL) in the US and National Women’s Soccer League Players Association (NWSLPA) have agreed a deal with EA Sports that will see the teams and player images integrated into EA’s FIFA 23 video game.
Spurs gear up for more stadium usage with F1 partnership and installation of karting track
March 1 – Premier League Tottenham Hotspur is partnering with Formula 1 in a “15-year strategic partnership” to create the world’s first in-stadium karting facility at its stadium in north London.
Adidas extends multi-year deal to supply every MLS club, adds new development leagues
February 24 – The MLS has announced a multi-year extension of its kit partnership with Adidas that sees the sports and leisure brand supply every MLS team.
Monaco agree auction partnership with collectibles specialist Catawiki
February 23 – AS Monaco and has agreed a collaboration with Catawiki, an online auction platform for buying and selling special items and collectibles.
Bayern bank on Adyen to open up payment solutions globally
February 8 – Bayern Munich has partnered with financial technology platform Adyen which has become the club’s the exclusive payment solution partner.
Bayern and Tigres UANL link women’s teams to grow opportunities
January 20 – Germany’s Bayern Munich and Mexico’s Tigres UNAL have agreed an international development partnership for their women’s teams.
LaLiga and UFC come out fighting for Hispanic hearts and minds
December 2 – LaLiga North America has teamed up with mixed martial arts organisation UFC, for a joint promotional partnership to engage with fans across both sports.
EA Sports hooks up with love.fútbol for ‘Thread The Future’ promo
November 14 – EA Sports has inked what it is describing as a ‘special collaboration’ with non-profit organisation love.fútbol to help raise awareness of safe play and to engage communities and promote the universal social values of sports.
Man Utd push Therabody global and target Indian market with DreamSetGo partnership
September 7 – Manchester United have extended their relationship with wellness technology company, Therabody into a global partnership.
Touching greatness. Man City extend Inspiresport deal
September 2 – Manchester City have extended their partnership with youth sports tour provider Inspiresport for a further unspecified term but to now include the North American market.
De Bruyne scores crypto deal with Phemex
August 8 – Manchester City star Kevin De Bruyne has become the official brand ambassador for cryptocurrency exchange Phemex.