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©  Guinness Six Nations
The strategies of investment firms, very active in sport in times of crisis

The Luxembourg investment firm CVC Capital Partners has agreed to invest up to £365m (€426m) to acquire one-seventh (14.3%) of Six Nations Rugby, the organising body of the Six Nations tournament, on 11/03/2021. The deal confirms the growing appeal of sports properties to investment firms…
Domain(s): Clubs, Public Authorities & Regulations, Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Sponsors - Partners, …
• Article # 212971
• Published on 07/04/21 at 09:40
©  Everton FC
Premier League: My.Games (mobile games), partner of Everton FC for the remainder of 2020-21

My.Games, a video game publisher from the Russian group Mail.ru (internet), has become an official supplier of Everton FC (Premier League) for the end of the 2020-21 season, announced the Merseyside club on 06/04/2021. My.Games is now the "official mobile games partner" of Everton FC, and has…
Domain(s): Sponsors & Partners
• Category(ies): Clubs
• Article # 213717
• Published on 06/04/21 at 16:25
©  RB Leipzig
Bundesliga: Motorola Deutschland (mobile devices), official partner of RB Leipzig from 2020-21

Motorola Deutschland, the German subsidiary of the telecommunications company owned by the Chinese group Lenovo, has become an official partner of RB Leipzig (Bundesliga) from 2020-21, announced the club on 03/04/2021. Motorola has the status of an official partner, the second level in RB…
Domain(s): Sponsors & Partners
• Category(ies): Clubs
• Article # 213649
• Published on 06/04/21 at 12:10
©  Sevilla FC
LaLiga Santander: AliExpress (e-commerce), back shirt sponsor of Sevilla FC in 2020-21

AliExpress, an e-commerce platform belonging to Alibaba Group (CHN), has become a partner and back shirt sponsor of Sevilla FC (LaLiga Santander) for the end of the 2020-21 season, announced the Spanish club on 02/04/2021. AliExpress has been given the status of global partner, the second…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 213514
• Published on 02/04/21 at 16:00
©  AC Milan
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 # 213498
• Published on 02/04/21 at 15:19
©  Formula One Group on Instagram
Formula 1: Twitter, Facebook and Instagram accounts of the drivers and teams (April 2021)

Please find in the infographics below the Facebook (number of likes) and Twitter and Instagram (number of followers) communities of the 20 drivers and the 10 teams of the 2021 Formula 1 World Championship. From this 2021 season, which began on the weekend of 26/03/2021 with the Bahrain Grand…
Domain(s): Sponsors & Partners
• Category(ies): Digital, Marketing - Communication
• Article # 213471
• Published on 02/04/21 at 13:30
©  LOSC Lille
Ligue 1 Uber Eats: Nordnet (ISP), pocket sponsor of LOSC Lille from 2021

Nordnet (Orange group), French Internet service provider based in Villeneuve d'Ascq (Nord, FRA), has become partner and pocket sponsor of LOSC Lille (Ligue 1 Uber Eats) via its brand Neosat from 2020-21, announced the club on 01/04/2021. Nordnet benefits the status of official partner, the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 213382
• Published on 01/04/21 at 17:00
©  AC Milan
Serie A TIM: BMW (via its Italian subsidiary) automotive partner of AC Milan from 2020-21

BMW, a German car manufacturer, has become a partner of AC Milan (Serie A TIM) from the 2020-21 season as part of a "multi-year" agreement, announced the Italian club on 31/03/2021. The partnership was signed with the Italian subsidiary of the car group. Audi was AC Milan's previous automotive…
Domain(s): Sponsors & Partners
• Category(ies): Clubs
• Article # 213246
• Published on 31/03/21 at 17:04
©  FC Schalke 04 Instagram
Schalke 04: Gazprom extends partnership but decreases its contribution (€10m) until 2024-25

Gazprom, a Russian energy supplier, has extended its role as main shirt sponsor of FC Schalke 04 (Bundesliga) for "at least" three more seasons from 2022-23 to 2024-25, announced the club on 30/03/2021. Despite the financial and sporting difficulties faced by the German club (last in the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication, Stadiums
• Article # 213193
• Published on 31/03/21 at 15:15
©  Paris SG
Paris Saint-Germain: ALL (Accor) transforms hotel rooms into private boxes for PSG - Lille

Accor, via its ALL (Accor Live Limitless) lifestyle programme, has activated its partnership with Paris Saint-Germain (Ligue 1 Uber Eats) by transforming rooms in the Mama Shelter Paris East and Paris West hotels, belonging to the group, into "private boxes for two" to watch the match between…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 213041
• Published on 31/03/21 at 12:39