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©  ALL - All Accor Limitless
Paris Saint-Germain: ALL (Accor) offers challenges (dance, karaoke etc.) between players and fans

Accor, via its ALL (Accor Live Limitless) lifestyle programme, has activated its partnership with Paris Saint-Germain (Ligue 1 Uber Eats) and launched the "Limitless Challenges", which offer three subscribers of the ALL loyalty programme the opportunity to challenge a PSG player in the discipline…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 204902
• Published on 12/01/21 at 17:00
©  Peroni x Australian Open
Tennis: Peroni replaces Stella Artois as official beer of the 2021 Australian Open

The Italian beer brand Peroni has become the official beer of the 2021 Australian Open, announced Tennis Australia on 07/01/2021. "A custom designed Peroni Aperitivo Bar will bring true Italian style hospitality to the Australian Open. Located within the Rod Laver Arena zone and with easy…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication
• Article # 204669
• Published on 12/01/21 at 11:04
©  1. FC Köln
Bundesliga: DEVK (insurance) extends as sleeve sponsor of 1. FC Köln until 2024-25 (€2m/year)

DEVK, a German insurance company based in Cologne (North Rhine-Westphalia, GER), has extended as a sleeve sponsor 1. FC Köln (Bundesliga) for four additional seasons from 2021-22 until 2024-25, announced the German club on 11/01/2021. DEVK, which has been a sleeve sponsor of 1. FC Köln since…
Domain(s): Sponsors & Partners
• Category(ies): Clubs
• Article # 204749
• Published on 11/01/21 at 16:09
©  Ajax AFC
AFC Ajax: Ziggo extends as main shirt sponsor until 2022-23 for the same amount (€9m/year)

Ziggo, a Dutch cable TV and telecommunications service, has extended as the main shirt sponsor AFC Ajax (Eredivisie) for an additional season until the end of 2022-23, announced the Netherlands club on 07/01/2021. "No adjustments have been made to other conditions of the agreement," said Ajax…
Domain(s): Sponsors & Partners
• Category(ies): Clubs
• Article # 204601
• Published on 11/01/21 at 09:35
©  Tottenham Hotspur FC
Premier League: Cinch (car sales) becomes first ever sleeve sponsor of Tottenham Hotspur FC

Cinch, the British online car sales platform of the Constellation Automotive Group, will become a partner and sleeve sponsor of Tottenham Hotspur FC (Premier League) from the 2020-21 season as part of a multi-year agreement, the club announced on 01/08/2021. This partnership also concerns the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 204586
• Published on 08/01/21 at 14:54
©  Eintracht Francfort
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 first)…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities
• Article # 204577
• Published on 08/01/21 at 14:09
©  NHL
NHL: naming rights for all four divisions awarded to Honda, Scotiabank, Discover and MassMutual

The National Hockey League has awarded the naming rights for its four divisions (West, North, Central and East) to Honda (car manufacturer), Scotiabank (banking), Discover (financial services) and MassMutual (insurance) for the 2020-21 season, announced the National Hockey League on 05/01/2020…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Marketing - Communication
• Article # 204342
• Published on 07/01/21 at 17:24
©  brfootball
Nike: basketball and football merge via Kylian Mbappé and LeBron James collaboration

Nike is launching a collection of footwear and lifestyle clothing through a collaboration between Kylian Mbappé (FRA, Paris Saint-Germain) and LeBron James (USA, Los Angeles Lakers), according to the American equipment manufacturer on 06/01/2021. These products will be marketed from 09/01/2021…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Marketing - Communication, Merchandising - Licensing
• Article # 204476
• Published on 07/01/21 at 15:50
©  Budweiser
Budweiser: beers sent to goalkeepers for each Lionel Messi goal conceded (644 in total)

Budweiser, the American beer brand of the Belgian brewer AB InBev, has activated its partnership with Lionel Messi and is celebrating the record of 644 goals scored by the Argentinian by offering the 160 goalkeepers concerned as many beers as the number of goals they conceded against the FC…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication
• Article # 204432
• Published on 07/01/21 at 14:00
©  Séb Lascoux
Exclusive e-Think Sport: Jean-Michel Aulas (O. Lyonnais), ambassador of the 5th edition from 26-29/01/2021

Jean-Michel Aulas, president of Olympique Lyonnais (Ligue 1 Uber Eats), will be the ambassador of e-Think Sport 2021, the fifth edition of the annual event organised by News Tank, which will be held this year via video-conference over four consecutive mornings, from Tuesday 26/01 to Friday…
Domain(s): Clubs, Public Authorities & Regulations, Sponsors & Partners, Media
• Category(ies): Ticketing, Social Responsibility, Media Audiences, …
• Article # 204377
• Published on 07/01/21 at 12:35