Engelbert Strauss tries EURO 2024 for size
October 9 – Workwear brand Engelbert Strauss has expanded its sponsorships at UEFA to become the official workwear partner of the men’s Euros 2024 in Germany.
Sponsorship
Sorare trades up with Liverpool
September 23 – Football fantasy game and digital player card business Sorare has expanded its deal with Premier League Liverpool, becoming an official global partner.
Inter Milan keep Acqua S.Bernardo deal bubbling
September 16 – Inter Milan have renewed their official water partnership with Acqua S.Bernardo for a further two seasons.
Socios.com renews Ballon d’Or Awards sponsorship
September 16 – Fan token providers Socios.com have renewed their Official Partner sponsorship of the Ballon d’Or Awards for a second year.
Real Madrid extend global deal with Nivea Men to 2025
September 12 – Real Madrid have added another three seasons to their sponsorship with Nivea Men, taking the partnership through to 2025.
Sweet deal: Cadbury extends sponsorship of Australia’s Matilda’s though to 2026
September 6 – Football Australia have renewed confectionery brand Cadbury as an Official Partner of the national women’s team, the CommBank Matildas, for a further four-years until 2026 – taking them through the home hosting of the women’s World Cup.
Turkish Airlines land Champions League deal as groups kick off on road to Istanbul
September 5 – Turkish Airlines has become a UEFA’s Champions League partner in a one-season deal that will culminate with the final in Istanbul.
Barca renew Scotiabank regional deal for three more seasons
September 1 – FC Barcelona has renewed their regional partnership with Scotiabank with a four-season agreement that will run until end June 2026.
Russia’s 1xBet agrees deal for Africa with France’s LOSC Lille
August 31 – French club Lille has partnered with 1xBet to become the club’s regional partner in Africa in a three-year agreement.
Argentina drives 2022 team sponsorship with GAC-Mitsubishi regional deal
August 31 – The Argentine Football Association (AFA) is trading on it men’s national team being one of the favourites for the 2022 World Cup, adding motor company GAC-Mitsubishi as a regional sponsor for Asia of the national team.
Aston Villa complete Kaiyun deal and unveils new images for stadium revamp
August 29 – Ahead of a re-regulation of UK gambling sponsorship laws, Premier League Aston Villa have announced Asian online gaming brand Kaiyun as Official Principal Partner and Official Sleeve Partner.
Inter agree 3-year deal with China’s Hisense
August 22 – Chinese household appliances and consumer electronics manufacturer Hisense has signed a three-season partnership with Serie A’s Chinese-owned Inter Milan.
Mumbai City sign crypto casino affiliate Stake News as shirt sponsor
August 22 – City Football Group-owned Mumbai FC have circumvented Indian regulations on betting advertising with a new shirt sponsorship with Stake News, an affiliate of crypto casino operator Stake.com that uses the same branding.
Juve renew crypto trading platform as sleeve sponsor
August 19 – Juventus have renewed cryto trading platform Bitget as the club’s sleeve sponsor for a second season.
Liverpool renew Nivea Men in three-season deal
August 19 – Premier League Liverpool and Nivea Men have another three years to their sponsor partnership that began in 2015.