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©  Club Atlético de Madrid
Atlético de Madrid: Google Cloud extends partnership to include the club's men's teams until 2026-27

Google Cloud, a US suite of cloud computing services, has extended its collaboration with Club Atlético de Madrid (LALIGA EA Sports) for a further two seasons until the end of 2026-27, announced the club on 26/03/2025. "Atlético de Madrid and Google Cloud have reached an agreement during which…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 392687
• Published on 26/03/25 at 10:00
©  D.R.
USA: Endeavor becomes WME Group following the completion of its takeover by Silver Lake

Private equity firm Silver Lake has completed its acquisition of US sports and entertainment company Endeavor, which will change its name to WME Group, announced the two parties on 24/03/2025. The parties had announced the deal for an initial consideration of $13bn (€12.01bn) on 02/04/2024. At…
Domain(s): Sponsors & Partners
• Category(ies): Agencies, Authorities, Sponsors - Partners, …
• Article # 392559
• Published on 25/03/25 at 13:00
©  Club Atlético de Madrid
Club Atlético de Madrid: Mahou San Miguel (beer) first partner of the future Ciudad del Deporte

Spanish brewer Mahou San Miguel has extended its partnership with Club Atlético de Madrid (LALIGA EA Sports) for a further ten seasons (2025-2035), announced the club on 24/03/2025. The two parties have been linked for "more than 50 years," according to Enrique Cerezo, president of Atlético…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 392536
• Published on 25/03/25 at 11:30
©  X
MotoGP: partnership extended with Sportian (Globant-LALIGA) to combat piracy

Dorna Sports, the organising company of the MotoGP World Championship, has extended its partnership with Sportian (a joint venture between LALIGA and the digital transition consultancy Globant) to combat the piracy of MotoGP broadcasts, announced the company on 20/03/2025. The two entities have…
Domain(s): Public Authorities & Regulations, Sponsors & Partners, Media
• Category(ies): Authorities, Media, Sponsors - Partners, …
• Article # 392429
• Published on 24/03/25 at 14:10
©  D.R.
Weekly News Extra (17-21/03/2025)

• The Football Governance Bill, which aims to introduce an independent regulator for professional football in the UK, was approved by the House of Lords on 19/03/2025, but without the final amendments proposed to combat sponsorship by sports betting companies. • Cindy Parlow Cone, president of US…
Domain(s): Clubs, Public Authorities & Regulations, Sponsors & Partners, Media
• Category(ies): Ticketing, Social Responsibility, Media Audiences, …
• Article # 392308
• Published on 21/03/25 at 17:25
©  Genoa CFC
Deal Tracker: UEFA, Genoa CFC, Concacaf... the latest sponsorship agreements in football

• Pulsee Luce e Gas, an electricity supplier belonging to the Axpo Italia group, will continue as the main shirt sponsor of Genoa CFC (Serie A Enilive) for the 2025-26 season. • Puma has succeeded Nike as the official supplier of footballs for Premier League matches from the 2025-26 season. …
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sporting Goods & Brands, …
• Article # 392291
• Published on 21/03/25 at 16:35
©  Accor
Paris Saint-Germain: hotel rooms designed in tribute to club legends via activation with ALL (Accor)

The French hotel group Accor has activated its partnership with Paris Saint-Germain (Ligue 1 McDonald's) and is offering "Legendary Rooms" in its Novotel establishments, rooms designed to give fans "a journey into the lives of their favourite legends," announced the hotel group on…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Activation, …
• Article # 392227
• Published on 21/03/25 at 11:40
©  Kings League
Kings League France: adidas becomes the official sports equipment partner of the competition

adidas has become the official sports equipment partner of the Kings League France, announced the 7-a-side football competition created by investment fund Kosmos (founded by former Spanish footballer Gerard Piqué) on 21/03/2025. "adidas will provide the official competition ball, kits and…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Sponsors - Partners, Game - pitch, …
• Article # 392224
• Published on 21/03/25 at 11:10
©  Paris Saint-Germain
Women's sport: "Our partnership with PSG is inspiring our clients" (C. Vandeputte, Deloitte France)

"Our partnership with the Paris Saint-Germain women's team (Arkema Première Ligue) is inspiring some of our clients to get involved in professional sport, as well as amateur sport through support for associations. There is a real awareness among companies of the need to get involved in women's…
Domain(s): Clubs, Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 392113
• Published on 20/03/25 at 16:40
©  UEFA
UEFA: Carlsberg (beer) returns as a sponsor of national team competitions, including Euro 2028

Danish brewer Carlsberg has become a sponsor of UEFA's men's and women's national team competitions until 2030, announced the European confederation on 20/03/2025. The partnership covers UEFA Euro 2028, the UEFA Women's Euro 2029, the final phases of the UEFA Nations League 2025, 2027 and 2029…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, International authorities, Sponsors - Partners, …
• Article # 392106
• Published on 20/03/25 at 16:10