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©  D.R.
"Athletes are brands, they must behave and communicate as such" (David Drahy, Com'Over)

"We start from the premise that athletes and talents are brands, that they must behave and communicate as brands with a positioning and a strategy. Talent is one of the levers of the communication plan. It must be integrated into the global and transversal strategy," said David Drahy, founder and…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Authorities, Agencies, …
• Article # 187742
• Published on 07/07/20 at 16:40
©  D.R.
Tennis: Roger Federer launches his own trainers "The Roger Centre Court" with the Swiss brand On

On, a brand of running shoes, and tennis player Roger Federer, a shareholder of the Swiss company, have launched a pair of trainers named "The Roger Centre Court", announced the company on 06/07/2020, the 17th anniversary of the Swiss player's first victory at the Grand Slam tournament…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Marketing - Communication, Merchandising - Licensing
• Article # 187720
• Published on 07/07/20 at 11:00
©  D.R.
Serie A TIM: Bose (audio equipment), official partner of Juventus FC from 2020-21

Bose Professional, the premium brand of the American audio equipment manufacturer, has become a partner of Juventus FC (Serie A TIM) from 2020-21, announced the club 06/07/2020. Bose has partner status, the third level in Juventus FC's sponsorship hierarchy. "Bose will improve the Allianz…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication, Stadiums
• Article # 187722
• Published on 07/07/20 at 09:40
©  D.R.
Bundesliga: Harfid (real estate) succeeds DHL as sleeve sponsor of FC Schalke 04 from 2020-21

Harfid, a German real estate developer, has extended its partnership with FC Schalke 04 to become its sleeve sponsor for the 2020-21 Bundesliga season, announced the club on 04/07/2020. As part of the agreement, Harfid has extended its partnership with Schalke 04 for an additional four seasons…
Domain(s): Sponsors & Partners
• Category(ies): Clubs
• Article # 187665
• Published on 06/07/20 at 12:30
©  Manchester City FC
Deal Tracker: all the latest sponsorship/partnership agreements in football

This table allows you to find all the major sponsorship/partnership contracts concluded by clubs, federations, leagues, and football players/managers around Europe and throughout the world, since 01/05/2017. By default, all deals have been sorted in a reverse chronological order (newest…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities, …
• Article # 187666
• Published on 06/07/20 at 11:40
©  Lega Serie A
Serie A TIM: Panini launches a special "RipartiAmo" album to celebrate the resumption of the league

Panini, an Italian manufacturer of collectible cards and stickers, has launched a mini-album entitled "RipartiAmo" ("We're starting again", in English), to celebrate the resumption of the Serie A TIM, after more than three months of suspension due to the Coronavirus (Covid-19) pandemic, announced…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication, Merchandising - Licensing, …
• Article # 187642
• Published on 06/07/20 at 10:20
©  D.R.
Olympique Lyonnais: "Dubai is Open" temporarily replaces Emirates on main shirt sponsorship space

The airline company Emirates, has activated its partnership with Olympique Lyonnais (Ligue 1 Uber Eats) by displaying the words "Dubai is Open" on the main shirt sponsorship space of the French club's shirts, announced the Emriati company on 03/07/2020. This activation will be visible during a…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Essentials Sponsors & Partners
• Article # 187602
• Published on 03/07/20 at 17:20
©  IOC
The IOC and Intel to offer athletes support services via the Athlete365 platform

Intel Corporation, a US company specialised in computers and electronics, has activated its partnership with the IOC by offering athletes a wide range "life-coaching, mentoring, and learning and development services (see details below)," announced the body on 30/06/2020. "Athlete benefits will…
Domain(s): Sponsors & Partners
• Category(ies): Digital, Authorities, Marketing - Communication
• Article # 187391
• Published on 03/07/20 at 14:00
©  OGC Nice
OGC Nice: Belstaff (clothing), sleeve sponsor and "official outfitting partner" from 2020-21

Belstaff, an English clothing brand, has become the "official outfitting partner" and sleeve sponsor of OGC Nice (Ligue 1 Uber Eats) from the 2020-21 season, announced the French club on 01/07/2020. Belstaff, owned by Jim Ratcliffe (also the owner of OGC Nice), has the status of official partner…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 187453
• Published on 03/07/20 at 10:20
©  D.R.
Chelsea FC: launch of the 2020-21 shirt via a video and a display at Piccadilly Circus (London)

Chelsea FC (Premier League) has presented its new home shirt (designed by Nike) for the 2020-21 season on 01/07/2020. The club unveiled its new kits through a promotional video (see below) featuring a little girl named Alice in a fairy tale told by former club player Ruud Gullit (NED, 1995-1998)…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Marketing - Communication, …
• Article # 187415
• Published on 02/07/20 at 17:55