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©  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 first)…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities
• Article # 225765
• Published on 12/08/21 at 16:20
©  FC Bayern Munich
Sponsorship: major changes among Bundesliga clubs for the 2021-22 season

The 2021-22 Bundesliga season begins this Friday 13/09/2021 with 69 new sponsorship deals among the 18 participating clubs (as of 12/08/2021), compared to 126 over the entire 2020-21 season. The Bundesliga is the European Top 5 league that has had the least changes in shirt sponsorship and…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Merchandising - Licensing, …
• Article # 225759
• Published on 12/08/21 at 14:00
©  D.R.
adidas, which acquired Reebok in 2006 (€3.1bn), sells the brand to Authentic Brands Group for €2.1bn

Authentic Brands Group (ABG), a US-based brand management company, has acquired the Reebok brand from adidas AG for €2.1bn, announced the German equipment manufacturer on 12/08/2021. The transaction, led by P Morgan (financial advisor) and Hengeler Mueller (legal advisor), is expected to close in…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Finance
• Article # 225794
• Published on 12/08/21 at 12:25
©  Socios.com
Paris Saint-Germain: Socios.com offers $PSG Fan Tokens to Lionel Messi after his arrival at the club

Socios.com, a cryptocurrency blockchain platform owned by Maltese companies ChiliZ and Mediarex Sports & Entertainment, has activated its partnership with Paris Saint-Germain (Ligue 1 Uber Eats) for the arrival of Lionel Messi, announced the club on 12/08/2021. "In a world first for such a…
Domain(s): Sponsors & Partners
• Category(ies): Activation, Clubs, Marketing - Communication, …
• Article # 225751
• Published on 12/08/21 at 11:40
©  Accor
Paris Saint-Germain: Accor, Ooredoo, Qatar Airways... reactions from partners of the club and Messi

"Welcome to our limitless team," stated ALL ("All Live Limitless", Accor group's loyalty programme), main shirt sponsor of Paris Saint-Germain (Ligue 1 Uber Eats), on the occasion of Paris Saint-Germain's signing of Lionel Messi (2021-2023, + 1 optional additional season) on 10/08/2021. Like many…
Domain(s): Sponsors & Partners
• Category(ies): Activation, Clubs, Marketing - Communication, …
• Article # 225734
• Published on 11/08/21 at 17:55
©  FC Bayern Munich
Bundesliga: Einhell (garden equipment), gold partner of FC Bayern Munich for 4 seasons (2021-2025)

Einhell, a German-based manufacturer of power tools and garden equipment, has become a gold partner of FC Bayern Munich (Bundesliga) for four seasons (2021-2025), announced the club on 10/08/2021. The deal also includes an option to extend the agreement. Einhell has the status of gold partner…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 225693
• Published on 11/08/21 at 16:50
©  VMATCH
"Welcoming a superstar like Messi is extraordinary" (H. Bodinier, VMATCH)

"The signing of Lionel Messi at Paris Saint-Germain is a great opportunity for everyone. In terms of image for PSG, for Ligue 1 and for France, welcoming a superstar like Messi is extraordinary, at all levels. For PSG, it is a dream come true. For the Ligue 1 Uber Eats, it is an additional value…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Sporting Goods & Brands, …
• Article # 225716
• Published on 11/08/21 at 16:00
©  PSG
Ligue 1: Playbetr (betting), regional partner of Paris Saint-Germain in Latin America for 2021-2024

Playbetr, a Bulgarian sports betting operator, has become a regional partner of Paris Saint-Germain (Ligue 1 Uber Eats) in Latin America for three seasons (2021-2024), announced the club on 10/08/2021. Playbetr has the status of regional partner, the fifth level in PSG's sponsorship hierarchy…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication, Betting
• Article # 225697
• Published on 11/08/21 at 15:00
©  Real Betis Balompié
Real Betis Balompié: Finetwork (telecoms) succeeds Betway as main shirt sponsor (2021-2024)

Finetwork, a Spanish telecommunications company, has become a partner and main shirt sponsor of Real Betis Balompié (LaLiga Santander) for three seasons (2021-2024), announced the club on 10/08/2021. The deal also includes an option to extend the agreement for two more seasons. "Both companies…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 225698
• Published on 11/08/21 at 14:30
©  bwin
Germany: bwin extends partnerships in the Bundesliga and 2.Bundesliga for 3 seasons (2021-2024)

bwin, a Gibraltar-based sports betting operator owned by British group Entain plc (formerly GVC Holdings), has extended its partnership with the Bundesliga clubs, Borussia Dortmund, 1. FC Union Berlin and 1. FC Köln, for three seasons (2021-2024), according to the brand on 10/08/2021. The betting…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication, Betting
• Article # 225700
• Published on 11/08/21 at 12:20