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©  Werder
SV Werder Bremen: 188BET (betting) becomes sleeve sponsor, Haake-Beck (beer) extends partnership

188BET, an Asian sports betting operator, has become a "Top sponsor" (third level) and sleeve sponsor of SV Werder Bremen (Bundesliga) "from the beginning of February 2021," announced the club on 12/02/2021. The agreement, worth €1.5m per season, will run until the end of 2022-23, according to…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Betting
• Article # 208292
• Published on 15/02/21 at 10:19
©  Deliveroo
Marketing: Deliveroo delivery staff equipped with jackets and isothermal bags in the colours of PSG

Deliveroo, a British meal delivery service, has activated its partnership with Paris Saint-Germain (Ligue 1 Uber Eats) and has launched a new PSG-branded equipment for delivery staff who are football fans in the Ile-de-France region, announced the group on 12/02/2021. The limited edition…
Domain(s): Sponsors & Partners
• Category(ies): Agencies, Clubs, Marketing - Communication, …
• Article # 208263
• Published on 15/02/21 at 09:35
©  D.R.
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 # 208261
• Published on 12/02/21 at 15:19
©  Lega Serie B
Italy: BKT (tyres) renews its partnership as title sponsor of the Serie BKT for 2021-2024

Balkrishna Industries Ltd, an Indian manufacturer of off-road tyres, has extended its partnership with the Lega Nazionale Professionisti Serie B in order to remain title sponsor of the Serie B (Italian second division), named the "Serie BKT" since 2018-19, for an additional three seasons…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Marketing - Communication
• Article # 208159
• Published on 12/02/21 at 11:59
©  PSG
Ligue 1 Uber Eats: Therabody (wellness), official partner of Paris Saint-Germain from 2020-21

Therabody, an American company specialised in percussive massage equipment and wellness programmes, has become the "official recovery partner" of Paris Saint-Germain (Ligue 1 Uber Eats) from 2020-21, announced the French club on 11/02/2021. Therabody has the status of official partner, the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 208208
• Published on 12/02/21 at 09:35
©  AS Roma
Sports betting: AYX, regional partner of AS Roma and Atlético Madrid in Asia from 2020-21

AYX, a Chinese sports betting operator and entertainment platform, has become a regional partner of AS Roma (Serie A TIM) in Asia from 2020-21, announced the club on 09/02/2021. AYX has the status of regional partner, the fifth level in the Italian club's sponsorship hierarchy. "As part of the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Betting
• Article # 208153
• Published on 11/02/21 at 17:34
©  UEFA
UEFA: TikTok (CHN), the first social network to become an official partner of a Euro tournament

TikTok (Douyin in Asia), a Chinese social network available in more than 150 countries and in 75 languages, has become an official partner and "global sponsor" of Euro 2020 (postponed until 2021), announced the video sharing platform on 11/02/2021. "This is the first time a digital…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Authorities, Digital, …
• Article # 208139
• Published on 11/02/21 at 15:07
©  MCFC
Premier League: Therabody (wellness), global partner of Manchester City FC from 2020-21

Therabody, an American company specialised in percussive massage equipment and wellness programmes, has become the "official recovery partner" of Manchester City FC (Premier League) from 2020-21, announced the club on 09/02/2021. Therabody has the status of a global partner, the first level in…
Domain(s): Sponsors & Partners
• Category(ies): Clubs
• Article # 208066
• Published on 11/02/21 at 10:15
©  D.R.
LaLiga Santander: JBO (betting), regional partner of Real Betis Balompié in Asia until 2021-22

JBO (Just Bet Online), a Vietnamese sports betting operator, has replaced the RB88 brand belonging to the same group as the regional partner of Real Betis Balompié (LaLiga Santander) for the Asian market from 2020-21 "for the remainder of the existing multi-year deal" i.e. until the end of…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Betting
• Article # 207980
• Published on 10/02/21 at 14:58
©  ALL
Ligue 1 Uber Eats: ALL (Accor) win a Paris Saint-Germain 4th shirt via an online treasure hunt

Accor, via its ALL (Accor Live Limitless) lifestyle programme, has activated its partnership with Paris Saint-Germain (Ligue 1 Uber Eats) and has launched "The ALL Journey", a competition in the form of a digital treasure hunt that will enable participants to win stays in Accor group hotels as…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Digital, Marketing - Communication
• Article # 207961
• Published on 10/02/21 at 13:34