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©  LaLiga
Spain: Mahou San Miguel succeeds Budweiser as LaLiga's "official beer partner" until 2026-27

Mahou San Miguel, a Spanish beer company, has once again, become the "official beer partner" of LaLiga, for five seasons (2022-2027), announced the Spanish League on 23/06/2022. Mahou San Miguel succeeds Budweiser (of the AB InBev group), official beer partner of LaLiga for the 2019-2022…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Marketing - Communication
• Article # 256292
• Published on 24/06/22 at 12:05
©  Everton FC
Everton FC: Christopher Ward (watchmaker) official global timing partner from 2022-23

Christopher Ward, a British online-only watch retailer has become the "official global timing partner" of Everton FC (Premier League) from the 2022-23 season as part of a "multi-year deal," announced the club on 23/06/2022. The agreement is Christopher Ward's first entry into football…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 256222
• Published on 24/06/22 at 09:40
©  Real Madrid CF
Basketball: Autohero (vehicle e-commerce), main jersey sponsor of Real Madrid (Liga Endesa)

Autohero, an online used car sales platform belonging to the Berlin-based Auto1 Group SE, has become the main jersey sponsor of Real Madrid Basketball (Liga Endesa) for three seasons (2022-2025), announced the Spanish club on 23/06/2022. The agreement includes an option to extend the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 256204
• Published on 23/06/22 at 17:55
©  1. FC Union Berlin
Bundesliga: Comedy Central (TV channel), sleeve sponsor of Union Berlin for two years (2022-2024)

Comedy Central, a television channel available in Germany and owned by the US conglomerate Paramount, has extended its partnership with 1. FC Union Berlin (Bundesliga) for two additional seasons (2022-24), announced the German club on 21/06/2022. Comedy Central will become the sleeve sponsor…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Media
• Article # 256161
• Published on 23/06/22 at 15:30
©  Ineos
Ineos: ambassador Eliud Kipchoge's sports academy in Kenya expanded to include cycling

Ineos is expanding the scope of its ambassador Eliud Kipchoge's dedicated athletics training camp based in Kaptagat, Kenya, "towards a wider kind of sports academy," announced the chemicals company on 22/06/2022. Ineos extended its commitment to the Kenyan athlete, a double Olympic marathon…
Domain(s): Sponsors & Partners
• Category(ies): Activation, Marketing - Communication, Social Responsibility
• Article # 256109
• Published on 23/06/22 at 11:40
©  Paris 2024
Paris 2024: Carrefour, fifth premium partner of the Olympic and Paralympic Games

Carrefour, a French supermarket group, has become a premium partner (first level) of the Paris 2024 Olympic and Paralympic Games, announced the two parties on 22/06/2022. Carrefour is the fifth premium partner after Groupe BPCE, EDF, Orange and Sanofi. The value of this agreement is less than…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Marketing - Communication, Social Responsibility
• Article # 255995
• Published on 22/06/22 at 15:35
©  D.R.
Crystal Palace FC: Macron succeeds Puma as equipment supplier from 2022-23

Marcon will once again be the official equipment supplier of Crystal Palace FC (Premier League) from the 2022-23 season as part of a multi-year contract, announced the English club on 21/06/2022. The Italian brand previously supplied Crystal Palace's kit for the 2014-2018 cycle. Macron will…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands
• Article # 255951
• Published on 22/06/22 at 12:06
©  AFC Ajax
Eredivise: Unibet (betting), official partner of AFC Ajax as part of a "multi-year agreement"

Unibet, a Maltese sports betting and online gambling operator belonging to Kindred Group, has become an official partner of AFC Ajax (Eredivisie) as part of a "multi-year agreement effective immediately," announced the Dutch club on 21/06/2021. The bookmaker has the status of "partner", the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication, Betting
• Article # 255781
• Published on 21/06/22 at 12:05
©  FC Schalke 04
FC Schalke 04: HRS (hotel reservations), training kit sponsor for the next 3 years (2022-2025)

HRS (Hotel Reservation Service), a global company based in Cologne, specialised in hotel bookings, has become a training and warm-up kit sponsor of FC Schalke 04 (Bundesliga) "for the next three years," announced the club on 20/06/2022. As part of the agreement, FC Schalke fans will be able to…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication, Social Responsibility
• Article # 255673
• Published on 20/06/22 at 16:10
©  FIFA
Qatar 2022: Frito-Lay North America (snacks, PepsiCo), third regional supporter for North America

Frito-Lay North America, a subsidiary of the American group PepsiCo specialised in snacks, has become a North American regional supporter of the 2022 World Cup in Qatar, announced FIFA on 17/06/2022. This is the ninth regional supporter (third level) of Qatar 2022 and the third partnership for…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Marketing - Communication
• Article # 255666
• Published on 20/06/22 at 14:50