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©  Manchester City FC
Manchester City FC: Asahi (JPN) succeeds Heineken as official beer partner from 2022-23

Asahi, a Japanese beer brand, has become a global partner and the "official beer partner" of four clubs belonging to City Football Group, including Manchester City FC (Premier League) from the 2022-23 season, announced the English club on 05/08/2022. This agreement also covers three other…
Domain(s): Sponsors & Partners
• Category(ies): Activation, Clubs, Stadiums
• Article # 260832
• Published on 08/08/22 at 18:00
©  OM
Sponsorship: financial difficulty for Cazoo (e-commerce), main shirt sponsor of 7 clubs in Europe

Cazoo Group, a British used car sales platform, posted a loss of £243m (€281.6m) in the first half of 2022 (from 01/01 to 30/06/2022), compared to £100m (€116.3m) over the same period in 2021, announced the group on 02/08/2022. The financial situation of the group created in 2018 is of concern…
Domain(s): Sponsors & Partners
• Category(ies): Activation, Clubs, Finance
• Article # 260753
• Published on 08/08/22 at 12:05
©  D.R.
Manchester City FC: Puma launches its first digital shirt in the metaverse on the platform Roblox

Puma has activated its partnership with Manchester City FC (Premier League) for the launch of a web3 operation on Roblox, an online multiplayer video game platform (over 50 million daily users), to unveil the club's 2022-23 third shirt, announced both organisations on 03/08/2022. This is Puma's…
Domain(s): Sponsors & Partners
• Category(ies): Activation, Clubs, Sporting Goods & Brands, …
• Article # 260714
• Published on 08/08/22 at 10:00
©  FCB
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, in Europe and throughout the world, since 01/05/2017. By default, all deals have been sorted in reverse chronological order (newest first). This table allows you to sort the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities, …
• Article # 260743
• Published on 05/08/22 at 18:30
©  News Tank
Weekly News Extra (01-05/08/2022)

• British Formula 1 driver Lewis Hamilton has become a shareholder of the Denver Broncos (NFL), a franchise owned by Walton-Penner Family Ownership Group (since June 2022). • The first FC Barcelona (LaLiga Santander) NFT has been acquired for $693,000 at a Sotheby's auction in New York (USA…
Domain(s): Clubs, Public Authorities & Regulations, Sponsors & Partners, Media
• Category(ies): Social Responsibility, Clubs, Sponsors - Partners, …
• Article # 260736
• Published on 05/08/22 at 18:15
©  Manchester United FC
Sponsorship: major changes among the 20 Premier League clubs for the 2022-23 season

The 2022-23 Premier League season begins this Friday, 05/08/2022, with 48 new sponsorship deals among the 20 participating clubs (as of 04/08/2022), compared to 187 for the entire 2021-22 season. In total, shirt sponsors and equipment suppliers are paying €741.6m to the Premier League clubs in…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Sporting Goods & Brands, …
• Article # 260705
• Published on 05/08/22 at 15:00
©  Olympique Lyonnais
Ligue 1 Uber Eats: Izac (clothing), official tailor of Olympique Lyonnais for 2022-2024

Izac, a French clothing brand, has become the tailor of Olympique Lyonnais (Ligue 1 Uber Eats) for two seasons (2022-2024), announced the club on 03/08/2022. The agreement was negotiated by the marketing agency Sportfive. Izac has the status of official partner, the third level in OL's…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 260618
• Published on 04/08/22 at 16:20
©  D.R.
Tennis: Explore Asheville, official partner of the 2022 US Open in the "tourism" category

Explore Asheville, a brand of the North Carolina-based city's tourism office, has become the "official tourism partner" of the 2022 US Open, announced the United States Tennis Association (USTA), organiser of the Grand Slam tournament on 02/08/2022. "This partnership with the US Open will…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Marketing - Communication
• Article # 260589
• Published on 04/08/22 at 12:30
©  RB Leipzig
Sponsorship: major changes among the 18 Bundesliga clubs for the 2022-23 season

The 2022-23 Bundesliga season begins this Friday, 05/08/2022, with 77 new sponsorship deals among the 18 participating clubs (as of 02/08/2022), compared to 172 for the entire 2021-22 season. In total, shirt sponsors and equipment suppliers are paying €330m to the Bundesliga clubs in 2022-23 (42…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Sporting Goods & Brands, …
• Article # 260567
• Published on 04/08/22 at 11:40
©  Adobe
Bundesliga: Adobe (software) partners with FC Bayern Munich to deliver personalised fan experiences

Adobe, an IT company that publishes graphic design and video editing software, has become a partner of FC Bayern Munich (Bundesliga) for three seasons (2022-2025), announced the German club and the American company on 03/08/2022. "The collaboration will create personalised experiences for fans…
Domain(s): Sponsors & Partners
• Category(ies): Activation, Clubs, Digital
• Article # 260562
• Published on 04/08/22 at 11:00