AFA builds on World Cup win with Dafabet deal for Asia
April 4 – Capitalising on their world cup win, the Argentine Football Association (AFA) has agreed a two-year regional sponsorship agreement for Asia with Dafabet.
Sponsorship
Axi renews Man City deal, trading up to include women’s team
March 31 – Manchester City has renewed its global multi-year partnership with financial trading platform Axi,expanding the partnership to include the club’s women’s team.
AC Milan dials in AfinnaOne and bakes deal with Molina Casillo
March 31 – AC Milan has added two new commercial partners. Telecommunications company AfinnaOne is the club’s new Telco Partner while Italian flour miller and baker Molino Casillo, becomes an official partner.
Carling agrees 3-year Welsh sponsorship as the Dragons fire up Euro 2024 campaign
March 30 – Carling, the UK’s best-selling lager, has agreed a new three-year sponsorship of the Welsh FA that will run through Euro 2024 qualifying and up to the end of the 2026 World Cup.
Enterprise belted in for St Louis City’s record breaking MLS debut
March 30 – St. Louis City SC, whose debut in the MLS this season has seen them set debut records winning each of their first five games, has added car rental business Enterprise as a ‘Founding Partner’ sponsor in a wide-ranging multi-year agreement.
Bulgaria’s Botev Plovdiv seek naming rights sponsor for new stadium opening
March 29 – Bulgarian top tier club Botev Plovdiv has launched a search for a naming rights sponsor for its new ‘Hristo Botev’ stadium in the second largest city in Bulgaria. The 19,000-capacity stadium will be officially opened within the next month.
European sport sponsorship hits record €20bn in 2022, finds report
March 27 – The European sponsorship market grew by 4.3% in 2022 to €29 billion with sport making up €20.69 billion of the total, according to research from the European Sponsorship Association and Nielsen Sports.
Qantas buckles in for three more years with the Socceroos and Matildas
March 27 – Football Australia has landed a further three-years of Qantas sponsorship for its men’s and women’s national teams and the Australia Cup.
Joie buckle in for growth of women’s game with Man City
March 24 – Manchester City Women have unveiled a new partnership with baby gear brand, Joie whose logo will appearon the back of the shorts of the women’s first team for all fixtures.
Inter close new deals with Ria Money Transfer and Affizzionados
March 23 – Inter Milan have agreed new sponsorships with Ria Money Transfer, the global cross-border money transfer brand owned by Euronet, and sports channel Affizzionados, who will become the club’s first Regional Partner in Mexico.
El Tri to tour US fuelled by Anheuser-Busch’s continued support
March 23 – Drinks giant Anheuser-Busch has extended its agreement with the Mexican Football Federation (FMF) as the beer partner of EL Tri’s US tour.
Allianz extend naming rights to Bayern Munich stadium to 2033
March 23 – Bayern Munich have extended their stadium naming rights deal with German financial services company Allianz for another 10 years. The stadium will continue to be known as the Allianz Arena until 2033.
Turkish FA accelerates into new Mercedes deal with addition of women’s team and esports
March 22 – The Turkish Football Federation (TFF) and the German car maker Mercedes-Benz have extended their existing 27-year partnership.
PlayStation plugs in for a bigger game with UEFA women’s partnership
March 21 – PlayStation has become the latest brand to back the European women’s game in a three-season deal, the continental governing body UEFA has announced.
Cadbury adds Chelsea to Premier League renewals list
March 17 – Mondelēz International brand Cadbury is rolling out its sponsorship renewals in the Premier League in what is understood to be another series of three-year terms.