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©  Koi
esports: Gerard Piqué's new team Koi launches with partners Cupra, Kelme, Disney+ and Finetwork

The two co-founders of the esports organisation Koi, esports streamer Ibai Llanos and FC Barcelona (LaLiga Santander) player Gerard Piqué (chairman and founder of the investment group Kosmos), have unveiled their club's name, jerseys, colours, logo and sponsors on the occasion of a gala match (see…
Domain(s): Sponsors & Partners
• Category(ies): Activation, Clubs, Marketing - Communication, …
• Article # 237108
• Published on 16/12/21 at 17:00
©  Macron
esports: Macron signs 1st partnership with Team BDS (SUI), which replaces Schalke 04 in the LEC

Macron (ITA) has become an official equipment supplier of Team BDS from 2022, announced the Swiss esports organisation on 15/12/2021. "We are looking forward to the challenge of being their first partner in the esport industry," said Team BDS. This was also one of the first partnerships entered…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, esport - gaming
• Article # 237112
• Published on 16/12/21 at 15:40
©  Premier League
Women's football/European Top 5: 10x more resources (naming+TV rights) in England than in France

"Barclays will invest more than £30m (€35.1m) in women and girls' football over the period from 2022-2025, doubling the existing investment, and setting a record for investment in UK women's sport," announced The Football Association, on 15/12/2021. With this title sponsorship extension (which…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Authorities, …
• Article # 237084
• Published on 16/12/21 at 14:50
©  TSG 1899 Hoffenheim
TSG Hoffenheim: Lidl (retail), sleeve sponsor of the club's esports section until 2022

Lidl, a German retailer belonging to the Schwarz Group, has extended its partnership with TSG 1899 Hoffenheim (Bundesliga) and has become a partner and sleeve sponsor of the club's esports section until 31/10/2022, announced the club announced on 10/12/2021. As "official TSG eSPORTS fresh food…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication, esport - gaming
• Article # 237050
• Published on 16/12/21 at 11:40
©  Juventus FC
Serie A TIM: Aurora (jewellery), regional partner of Juventus FC for Southeast Asia from 2021-22

Aurora, an Italian jewellery brand, has become the "official gold gram bar partner" of Juventus FC (Serie A TIM) for Southeast Asia, from 2021-22, announced the club on 14/12/2021. Aurora has the status of regional partner, the fifth level in the Italian club's sponsorship hierarchy. "The…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 236946
• Published on 15/12/21 at 16:50
©  Burnley FC
Burnley FC: AstroPay (payment solutions) women's main shirt sponsor for rest of the 2021-22 season

AstroPay, a British company specialised in payment solutions, has reinforced its partnership with Burnley FC (Premier League) by sponsoring the recently installed dugouts at Turf Moor (21,944 capacity) and becoming the main shirt sponsor of the women's team (FA Women's National League North) "for…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Finance, Marketing - Communication
• Article # 236952
• Published on 15/12/21 at 15:30
©  The FA
England: Barclays (bank) extends partnerships (PL and FA) and will invest £30m in women's football

Barclays, a British bank, has extended its partnership with the Premier League and its title sponsorship of the Barclays FA Women's Super League, the women's competition organised by The Football Association, for a further three seasons (2022-2025), announced the English bodies on 15/12/2021. This…
Domain(s): Sponsors & Partners
• Category(ies): Social Responsibility, Marketing - Communication, Authorities, …
• Article # 236929
• Published on 15/12/21 at 14:00
©  Alinghi Red Bull Racing
Sailing: Red Bull enters the America's Cup with Swiss boat "Alinghi Red Bull Racing"

Red Bull, an Austrian energy drinks company, has partnered with Alinghi to launch a new "Alinghi Red Bull Racing" team as the official challenger for the Selection Series of the 37th America's Cup starting in 2024, according to Swiss billionaire Ernesto Bertarelli on 14/12/2021. The team will sail…
Domain(s): Sponsors & Partners
• Category(ies): Investment - Shareholding, Marketing - Communication, Stadiums
• Article # 236908
• Published on 15/12/21 at 12:30
©  D.R.
Technology: Nike acquires RTFKT, a startup specialised in virtual wearables and collectables (NFTs)

Nike has acquired RTFKT (pronounced "artefact"), a US startup specialised in the creation of virtual wearables and collectibles (NFTs) in the metaverse that made its name designing virtual trainers, according to the Oregon-based equipment manufacturer on 13/12/2021. "The terms of the agreement…
Domain(s): Sponsors & Partners
• Category(ies): Digital, Sporting Goods & Brands, Marketing - Communication, …
• Article # 236798
• Published on 14/12/21 at 16:20
©  DC
FIFA: a restructuring of the commercial structure which now includes esports and women's football

FIFA has announced an "overhaul" of its commercial structure for the 2026 World Cup (in Canada, Mexico and the United States), the 2023 Women's World Cup (in Australia and New Zealand) and "other competitions" including esports (under the "FIFAe" brand) on 13/12/2021. "For the first time…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Authorities, Essentials Sponsors & Partners, …
• Article # 236719
• Published on 14/12/21 at 09:40