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©  Heineken
Marketing: "Don't drink and start a league", Heineken backs UEFA against Super League

Heineken activated its partnership with UEFA and published a tweet accompanied by the hashtag #BetterTogether in order to support the European body against the Super League project, initially carried out by 12 major European clubs on 18/12/2021, announced the Dutch brewer on 21/04/2021. For…
Domain(s): Sponsors & Partners
• Category(ies): Activation, Authorities, Marketing - Communication, …
• Article # 215352
• Published on 22/04/21 at 10:54
©  LFP
LFP: Kipsta (Decathlon), ball supplier to Ligue 1 Uber Eats and Ligue 2 BKT for 2022-2027

Kipsta, a brand of sports equipment of the Decathlon group, has become the supplier of the official balls to Ligue 1 Uber Eats and Ligue 2 BKT over five seasons, from 2022-23 and until the end of 2026-27, announced the LFP on 21/04/2021. "Following the consultation launched in March 2021, the…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Authorities, Marketing - Communication, …
• Article # 215298
• Published on 22/04/21 at 10:09
©  Contrader
SS Lazio: Contrader (tech) introduces telemetry and AI systems on player jerseys

Contrader, an Italian company specialising in technologies and in particular artificial intelligence (AI), has become a partner and back shirt sponsor of SS Lazio (Serie A TIM) from 2020-21 and until the end of 2021-22, announced the club on 17/04/2021. This partnership with Contrader aims to…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners
• Article # 215109
• Published on 20/04/21 at 10:45
©  D.R.
NFL: 3 partnerships with betting operators for a total amount of nearly $1bn over 2021-2026

Caesars Entertainment, DraftKings and FanDuel, three American sports betting operators, are to become the first "official sports betting partners" of the National Football League in the United States from 2021-22, announced the body on 15/04/2021. The set of partnerships will reportedly run for…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Betting
• Article # 214866
• Published on 16/04/21 at 17:20
©  Tottenham Hotspur 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 first)…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities
• Article # 214854
• Published on 16/04/21 at 15:00
©  FC Schalke 04
FC Schalke 04: VR-Bank Westmünsterland (bank) extends partnership for 2021-2024

VR-Bank Westmünsterland, a German cooperative bank, is to continue as a partner of FC Schalke 04 (Bundesliga) for an additional three seasons (2021-2024), announced the club on 15/04/2021. VR-Bank Westmünsterland, a sponsor of FC Schalke 04 since 2005-06, will continue to benefit from the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs
• Article # 214789
• Published on 16/04/21 at 11:00
©  D.R.
esports: $1bn in funding raised for Epic Games, publisher of Fortnite (video game) valued at $28.7bn

Epic Games, an American video game publisher and notably of the "free to play" game Fortnite, has announced that it has raised $1bn (€835m) in funding on 13/04/2021. Following the funding, Epic Games is valued at $28.7bn (€23.9bn), while Tim Sweeney remains CEO and majority shareholder of the…
Domain(s): Sponsors & Partners
• Category(ies): Finance, esport - gaming
• Article # 214729
• Published on 16/04/21 at 09:40
©  PokerStars
PokerStars: Neymar Jr. curates music playlists as the brand's new cultural ambassador

PokerStars, a brand of the Candian-based online sports betting and gaming operator The Stars Group, has extended its partnership with Brazilian footballer Neymar da Silva Santos Júnior (Paris Saint-Germain) by making him the brand's "cultural ambassador," announced PokerStars on 14/04/2021…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication
• Article # 214701
• Published on 15/04/21 at 13:20
©  D.R.
MLS: Procter & Gamble becomes a partner (2021-2025) for a total of between $80m and $100m

Procter & Gamble (P&G), an American consumer goods group (hygiene and beauty products), has become an official partner of Major League Soccer from 2021, announced the American football body on 13/04/2021. The 2021 MLS season begins on 16/04/2021. The agreement is expected to run for five…
Domain(s): Sponsors & Partners
• Category(ies): Authorities
• Article # 214561
• Published on 14/04/21 at 17:40
©  Football Australia
Australia: Commonwealth Bank invests in women's football and will replace Westfield from August 2021

Commonwealth Bank (CBA), an Australian bank based in Sydney, will become the title sponsor of the Matildas, the Australian women's football team, from "August 2021", announced Football Australia (formerly FFA) on 13/04/2021. The senior women's team will therefore take the name "CBA Matildas" for…
Domain(s): Sponsors & Partners
• Category(ies): Authorities
• Article # 214450
• Published on 14/04/21 at 10:20