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©  SL Benfica
Portugal: Betano (betting), first ever sleeve sponsor of SL Benfica for three seasons (2021-2024)

Betano, a betting operator belonging to Athens-based group Kaizen Gaming, has become the first ever sleeve sponsor of SL Benfica (Liga Portugal Bwin) for three seasons (2021-2024), announced the club on 13/08/2021. "Betano will also be featured in Benfica’s matches in all European competitions…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication, Betting
• Article # 225904
• Published on 16/08/21 at 17:20
©  Crystal Palace FC
Premier League: Facebank (facial recognition), sleeve sponsor of Crystal Palace for 2021-22

Facebank, a London-based startup specialising in facial recognition technologies, has become a partner and sleeve sponsor of Crystal Palace FC (Premier League) for the 2021-22 season, announced the club on 14/08/2021. "The Facebank logo will appear on the sleeves of the club’s playing shirts…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 225892
• Published on 16/08/21 at 15:40
©  Changhong
Bundesliga: ChiQ (household appliance) extends as partner of Borussia Dortmund for 2021-22

ChiQ, a sub-brand of Hong Kong electronics giant Changhong (household appliances), has extended its partnership with Borussia Dortmund (Bundesliga) for the 2021-22 season, announced the group on 09/08/2021. This new agreement was negotiated by Sportfive, Borussia Dortmund's marketing agency until…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 225867
• Published on 16/08/21 at 13:40
©  Brentford FC
Premier League: Umbro extends as equipment supplier of promoted side Brentford FC until 2024-25

Umbro, an English brand belonging to the American company Iconix Brand Group, has extended as official equipment supplier of Brentford FC for four additional seasons (2021-2025), announced the club, promoted to the Premier League for the 2021-22 season, on 12/08/2021. Umbro has been the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands
• Article # 225818
• Published on 16/08/21 at 12:00
©  LoL Esports
esport: SAP (IT) and Mastercard (payment solutions), partners of the LEC (Riot Games)

SAP, a German IT company, has become a partner of the 2021 Summer Split (summer segment) playoffs of the League of Legends European Championship (LEC), which starts on 13/08/2021, announced LoL Esports, an entity of Riot Games that manages the marketing of its esports circuit, on 12/08/2021. On…
Domain(s): Sponsors & Partners
• Category(ies): Activation, esport - gaming
• Article # 225798
• Published on 13/08/21 at 15:20
©  Real Madrid CF
Sponsorship: major changes among LaLiga Santander clubs for the 2021-22 season

The 2021-22 LaLiga Santander season begins this Friday 13/08/2021 with 49 new sponsorship deals among the 20 participating clubs (as of 13/08/2021), compared to 133 over the entire 2020-21 season. For this new season, the restrictions on the advertising of gambling operators come as a major…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Sporting Goods & Brands, …
• Article # 225777
• Published on 13/08/21 at 10:20
©  Manchester United FC
Manchester United FC: partnership with Ecolab (hygiene) to implement sustainable practices

Manchester United FC (Premier League) has partnered with Ecolab, an American company specialising in hygiene and water treatment solutions, " to adopt its science-based solutions across Old Trafford and the Carrington training ground (Manchester, ENG)," announced the club on 11/08/2021. "All…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication, Social Responsibility
• Article # 225764
• Published on 13/08/21 at 09:40
©  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