Saints sign learncrypto.com as training kit partner
September 24 – Premier League Southampton are the latest club to tap into the promotional money in the cryptocurrency world with learncrypto.com becoming the club’s training kit partner.
Sponsorship
Liverpool flexes its sustainability credentials with SC Johnson partnership
September 21 – Premier League Liverpool have added SC Johnson as the club’s official cleaning and disinfectant partner, in a partnership that will include a focus on supporting its sustainability initiative.
188Bet scores Asian double with Liverpool and Bayern deals
September 21 – Asian online bookmaker 188Bet has signed three-year partnerships with Liverpool and Bayern Munich football clubs.
PSG build on wellness with ‘Smart Good Things’ sponsorship
September 17 – Paris Saint-Germain and drinks brand Smart Good Things have partnered in a three-year deal, with part of the profit pledged to charity.
Sponsorship shot: Pop Caffè joins Inter Milan as official coffee partner
September 17 – Serie A champions Inter Milan’s owners have had a number of ‘wake up and smell the coffee’ moments financially in the last six months. Now they have a new brand of coffee to help them over those moments.
LaLiga beefs up sponsorship roster with 3-year Burger King deal
September 16 – La Liga and Burger King have struck a deal with the fast-food brand attaching its name to Spain’s top flight for three seasons.
Enterprise refuel Europa League deal for new 3-year team
September 16 – UEFA has renewed another sponsor partner for the Europa League, where sponsorship now comes with the addition of the Europa Conference League, giving a sponsorship spread of 64 teams from 35 of UEFA’s 55 member associations.
Barca’s money troubles deepen as Rakuten look to end €55m shirt deal
September 10 – Financially troubled Barcelona are facing another hit on the their bank balances following shirt sponsor Rakuten’s decision to end their partnership and an almost halving of the deal for the current season.
Betway put money on Atletico Madrid’s international footprint
September 9 – Spain’s new advertising laws may have restricted promotion by betting and gaming firms in football domestically, but Spanish clubs are still proving to be attractive to the online betting business.
Arsenal cash-in with new global payments partner Sokin
September 8 – Arsenal have teamed up with global payments provider Sokin becoming the club’s money transfer partner.
bwin punts on UEFA’s Europa and Conference Leagues with first betting sponsorship
September 7 – Online betting giant bwin has become an Official Partner of UEFA’s Europa and Conference leagues for the three season 2021 to 2024 cycle.
Corinthians go crypto with Mercado Bitcoin sponsorship and fan token launch
September 6 – Mercado Bitcoin, Latin America’s largest cryptocurrency and digital asset exchange has taken a shirt sponsorship of Brazilian giants Corinthians in a deal that will also see the club’s Fan Token listed on the exchange.
Fast moving Getir add training wear deal to Spurs partnership
September 6 – Having announced a global partnership in August, ultrafast grocery delivery Getir have rapidly upgraded their sponsorship becoming Tottenham Hotspur’s new and first-ever Official Training Wear partner.
Inter secure €85m banking and crypto deal with Zytara and DigitalBits
September 3 – Serie A champions Inter Milan have signed a multi-year €85 million partnership with blockchain specialist Zytara Labs, that will see a collaboration across both cryptocurrency and digital banking.
Swissquote banks on 3-year Europa and Conference League deal to expand brand
September 2 – UEFA have added online bank Swissquote as a sponsor for the Europa League and the newly-launched UEFA Europa Conference League.