Serie A renews Kinto with a focus on sustainability
December 18 – Kinto, the Toyota group brand focussed on mobility services, has renewed its sponsorship with Serie A for the 2022/23 season, its third year with the Italian top tier.
Sponsorship
AC Milan lands another four years of Emirates shirt sponsorship
December 15 – Serie A giants have extended their shirt sponsorship with Emirates, a partnership that has been in place for 15 years.
ESA issues health warning over cryptocurrency sponsorships
December 14 – The European Sponsorship Association (ESA) has issued a warning to rights holders over the danger of cryptocurrency partnerships and their high potential of failure.
Barca make cryptocurrency debut with WhiteBIT sponsorship
December 14 – LaLiga topping Barcelona have signed their first sponsorship deal with a cryptocurrency firm, agreeing a three-year partnership with WhiteBIT.
Man City lines up the bubbles with Ballers brands for a big season finish
December 14 – Ballers Champagne has been unveiled as the Official Champagne Local Partner ofManchester City Football Club.
Chelsea and Atletico Madrid looks set to lose Whalefin crypto sponsorships
December 12 – The crypto winter has taken another casualty with Chelsea sleeve sponsor Amber Group, who display their Whalefin logo, reportedly ending their £20 million-a-year deal just seven months after it started.
Brazil betting sponsorship booming as Pixibet adds Corinthians
December 12 –Brazil-focussed online bookmaker Pixbet has added another top flight club, agreeing a three-year sponsorship with Sao Paulo giants Corinthians.
UEFA boosts digital capability with 8-year Atos partnership
December 8 – Digital transformation Atos has signed an eight-year deal to become a UEFA National Team Football partner.
Estrelabet banks big on Brazilian futsal with all-team deal via CBF
December 8 – In the bookmaker race to pick up football sponsorship assets in Brazil’s fast evolving betting markets, EstrelaBet has completed a sponsorship for all of the country’s futsal teams until 2025 with the Brazilian Football Confederation (CBF).
Betano secures naming rights to Copa do Brasil in 3-year deal
December 7 – FIFA’s first betting sponsor Betano has added the naming rights for the Copa do Brasil to its sponsorship portfolio.
FC Barcelona extend SK Enmove deal into middle eastern territories
December 6 – Korean motor lubricant company SK Enmove has expanded is Asian regional sponsorship with FC Barcelona into the Middle East to include the United Arab Emirates, Qatar, Oman and Bahrain.
World Cup sponsor Mengniu takes first steps in club football with PSG
December 1 – Qatar 2022 World Cup regional sponsor Mengniu has expanded its sponsorship footprint into European club football becoming an official regional partner in China for Paris Saint-Germain.
Will DeRucci help Belgians wake up in time for a last-16 qualifying performance
December 1 – Chinese bedding brand DeRucci has signed the Belgian national team as its partner in China for 2022-23.
Betano puts its money on FIFA as governing body embraces sports betting
November 22 – FIFA, whose articles of association used to prevent it from betting partnerships as it was operating under Swiss chartable laws, has announced its first World Cup betting partner for an event that is taking place in a muslim country where all forms of betting are outlawed.
