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©  AC Milan
Serie A TIM: BMW (via its Italian subsidiary) automotive partner of AC Milan from 2020-21

BMW, a German car manufacturer, has become a partner of AC Milan (Serie A TIM) from the 2020-21 season as part of a "multi-year" agreement, announced the Italian club on 31/03/2021. The partnership was signed with the Italian subsidiary of the car group. Audi was AC Milan's previous automotive…
Domain(s): Sponsors & Partners
• Category(ies): Clubs
• Article # 213246
• Published on 31/03/21 at 17:04
©  FC Schalke 04 Instagram
Schalke 04: Gazprom extends partnership but decreases its contribution (€10m) until 2024-25

Gazprom, a Russian energy supplier, has extended its role as main shirt sponsor of FC Schalke 04 (Bundesliga) for "at least" three more seasons from 2022-23 to 2024-25, announced the club on 30/03/2021. Despite the financial and sporting difficulties faced by the German club (last in the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication, Stadiums
• Article # 213193
• Published on 31/03/21 at 15:15
©  Paris SG
Paris Saint-Germain: ALL (Accor) transforms hotel rooms into private boxes for PSG - Lille

Accor, via its ALL (Accor Live Limitless) lifestyle programme, has activated its partnership with Paris Saint-Germain (Ligue 1 Uber Eats) by transforming rooms in the Mama Shelter Paris East and Paris West hotels, belonging to the group, into "private boxes for two" to watch the match between…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 213041
• Published on 31/03/21 at 12:39
©  Mercedes-AMG Petronas F1 Team / Formula E Mercedes-EQ
Formula 1/Formula E: TeamViewer (software), partner of the Mercedes teams from 2021

TeamViewer GmbH, a German company specialised in remote computer management software, has become a partner of Mercedes-AMG Petronas F1 Team (Formula 1) and Formula E Mercedes-EQ (Formula E) for five seasons (2021-2025), announced the stable on 30/03/2021. "TeamViewer will provide the teams…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication
• Article # 213093
• Published on 30/03/21 at 15:59
©  Riot Games
Riot Games/LEC: Erste Group (AUT) and Sparkassen (GER), partners of the 2021 Spring Split

Erste Group Bank, an Austrian banking group, has extended its partnership with Riot Games and become a main partner of the LEC Spring Split 2021, according to the US video game publisher on 26/03/2021. As part of the agreement with Erste Group Bank, Sparkassen, the group's German savings bank…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, esport - gaming
• Article # 213004
• Published on 30/03/21 at 12:09
©  Betway
USA: Betway (betting), partner of seven franchises (NBA and NHL) and the Miami Open (tennis)

Betway has signed its first sponsorship contracts with American sports franchises, with five NBA teams and two others from the NHL, according to the sports betting operator based in Guernsey and Malta on 24 and 25/03/2021. Betway's logo will be displayed on the basketball courts and…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Authorities, Marketing - Communication, …
• Article # 212646
• Published on 30/03/21 at 11:30
©  OM
Ligue 1 Uber Eats: Aqualux (swimming pools), regional partner of Olympique de Marseille (2021-2023)

Aqualux - CF Group, an French industrial and family-owned company specialised in swimming pools, has become a "regional partner" of Olympique de Marseille (Ligue 1 Uber Eats) from the end of the 2020-21 season and until the end of 2022-23, announced the club on 29/03/2021. The company based in…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 213010
• Published on 30/03/21 at 10:54
©  D.R.
esports: Seat enters the discipline as a major partner of MAD Lions (ESP) on LoL (LEC)

Seat, a Spanish car manufacturer belonging to the Volkswagen Group, has become a major partner and main shirt sponsor of MAD Lions from 2021, announced the Spanish esports organisation, which belongs to the OverActive Media Group (esports and entertainment), on 26/03/2021. The partnership only…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, esport - gaming
• Article # 212891
• Published on 29/03/21 at 17:34
©  D.R.
Bundesliga: Viessmann (heating systems) extends as a partner of Bayern Munich for Southeast Asia

Viessmann, a German manufacturer of heating, cooling and industrial systems, has extended its role as a regional partner of FC Bayern Munich (Bundesliga) for Southeast Asia from 2020-21, announced the club on 26/03/2021. The German group has been a partner of Bayern Munich since 2018-19 as part…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Social Responsibility
• Article # 212864
• Published on 29/03/21 at 12:15
©  Ian Wallman, via Guild Esports
esports: Subway (fastfood) partner of Guild Esports, a company co-owned by David Beckham

Subway, an American fast food chain, has become the first major partner of Guild Esports for two seasons (2021-2022), announced the English organisation, owned by Blue Star Capital, on 25/03/2021. Guild Esports, a start-up launched in June 2020 and listed on the London Stock Exchange (LSE) since…
Domain(s): Sponsors & Partners
• Category(ies): esport - gaming
• Article # 212786
• Published on 26/03/21 at 15:39