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©  OL
Exclusive Olympique Lyonnais: "MG Motor, one of the three biggest partners of the men's team" (Cyrille Groll)

"Olympique Lyonnais (Ligue 1 Uber Eats) has been chosen as the new flagship of MG Motor's communication. This is an important investment for them. The brand becomes one of the three biggest partners of the OL men's team," said Cyrille Groll, director of business development at Olympique Lyonnais…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Essentials Sponsors & Partners
• Article # 221984
• Published on 28/06/21 at 14:20
©  D.R.
Regulations: UEFA authorises clubs to display a sleeve sponsor for European competitions

European football clubs have been authorised to display a sleeve sponsor in UEFA's European club competitions from 2021-22. In detail, teams will be allowed to display a single sponsor on the left sleeve of their shirts in a total area not exceeding 100 cm2 (maximum letter height 12cm). This…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Marketing - Communication
• Article # 221966
• Published on 28/06/21 at 11:00
©  ASO
Tour de France 2021: a closer look at the title sponsors of the 23 participating teams

Of the 23 cycling teams taking part in the 2021 Tour de France, 19 of which are members of the UCI WorldTour and 4 of which compete in the UCI Pro Tour (second division), only 4 (17%) have a single commercial title sponsor, including "Team Ineos Grenadiers" named after the 4x4 of the car…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication
• Article # 221886
• Published on 25/06/21 at 17:50
©  Norwich 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 first)…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities
• Article # 221912
• Published on 25/06/21 at 17:10
©  EFL
England: Carabao (energy drinks) extends as title sponsor of the EFL Cup (2022-2024)

Carabao, a Thai energy drinks brand, has extended as title sponsor of the EFL Cup and official partner of the English Football League for a further two seasons (2022-2024), announced the body on 24/06/2021. The competition will therefore retain the name "Carabao Cup" until the end of…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Authorities, Essentials Sponsors & Partners
• Article # 221852
• Published on 25/06/21 at 14:00
©  OL
Ligue 1: British car manufacturer MG Motor becomes sleeve sponsor of Olympique Lyonnais (2021-2024)

MG Motor, a British car manufacturer belonging to the Chinese group Shanghai Automotive Industry Corporation (SAIC), has become a major partner and sleeve sponsor of Olympique Lyonnais (Ligue 1 Uber Eats) for three seasons (2021-2024), announced the club on 25/06/2021. The agreement, which…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Essentials Sponsors & Partners
• Article # 221836
• Published on 25/06/21 at 12:00
©  Sporsora
Sporsora: TikTok, Sportfive and Le Tremplin discuss digital innovations in sport

"One of the most important issues now is the competition for experience: competition between sports, competition for entertainment. The answer to this competition is diversification (of the ecosystem, content, etc.). We need to go beyond the sporting result. It is certainly essential, but we need…
Domain(s): Sponsors & Partners
• Category(ies): Activation, Agencies, Clubs, …
• Article # 221808
• Published on 25/06/21 at 10:35
©  La Betclic Élite
Basketball: Betclic (betting) replaces Jeep as title sponsor of the LNB Pro A, renamed Betclic Élite

Betclic Group, a sports betting operator, has become the title sponsor of the LNB Pro A (French men's basketball first division) for "at least" three seasons, i.e. the 2021-2024 period, announced the Ligue Nationale de Basket on 24/06/2021. From 01/07/2021, the division will be known as the…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Marketing - Communication
• Article # 221735
• Published on 24/06/21 at 15:50
©  VMATCH
Exclusive VMATCH: "We must integrate meaning into more responsible partnerships" (H. Bodinier)

"We are in a situation where we must integrate a notion of meaning into the development of new, more responsible partnerships. We want to shift the focus of partnerships by being more collaborative: we no longer want to be in a 'I buy rights at such and such a price from a catalogue offer'. On the…
Domain(s): Sponsors & Partners
• Category(ies): Social Responsibility, Marketing - Communication, Agencies, …
• Article # 219586
• Published on 24/06/21 at 14:00
©  HAC
Ligue 2 BKT: Joma (ESP) extends as equipment supplier of Le Havre AC for 2021-2025

Spanish brand Joma has extended as the official equipment supplier of Le Havre AC (Ligue 2 BKT) for four additional seasons (2021-2025), announced the club on 20/06/2021. Joma has been the equipment supplier of the French club since 2016-17. Between 2008-09 and 2015-16, Le Havre AC wore home…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Marketing - Communication
• Article # 221673
• Published on 24/06/21 at 11:00