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©  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
©  Sportradar
Betting: Sportradar acquires IMG Arena from Endeavor in $225m deal

Sportradar has acquired IMG Arena, an entity dedicated to sports betting operators, from the US sports and entertainment company Endeavor, announced the Swiss sports betting monitoring and sports data company on 19/03/2025. "Sportradar will not be required to pay any financial consideration…
Domain(s): Sponsors & Partners
• Category(ies): Sponsors - Partners, International development, Investment - Shareholding, …
• Article # 392104
• Published on 20/03/25 at 15:30
©  Pumma
Puma: launch of "Go Wild" (running campaign), the brand's "largest marketing investment to date"

Puma has launched the "Go Wild" communication campaign, "a major strategic offensive, unveiling a positioning at the intersection of its DNA, its heritage, and the aspirations of new generations of consumers," announced the German equipment manufacturer on 20/03/2025. "Go Wild is Puma's…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Marketing - Communication
• Article # 392029
• Published on 20/03/25 at 10:20
©  Deloitte
Women's sport: projected global revenues of $2.35bn in 2025, up from $692m in 2022 (Deloitte)

"Deloitte predicts that global revenues in women's elite sports will reach at least $2.35bn (£1.88bn) in 2025. This follows revenues in 2024 surpassing original predictions of $1.28bn (€1.17bn), to hit $1.88bn (€1.72bn). Overall, revenues in women's elite sports are predicted to have risen by 240…
Domain(s): Clubs, Public Authorities & Regulations, Sponsors & Partners, Media
• Category(ies): Essentials Clubs, Essentials Public Authorities & Regulations, Essentials Media, …
• Article # 391827
• Published on 19/03/25 at 10:00
©  Mastercard
UEFA Children's Foundation: girls' empowerment programme launched with Mastercard

The UEFA Children's Foundation and the American payment solutions group Mastercard have launched "Girls4Football", an initiative aimed at young female players aged between 8 and 16 designed to "empower young girls through football and the acquisition of essential life and financial management…
Domain(s): Sponsors & Partners
• Category(ies): Social Responsibility, Marketing - Communication, Sponsors - Partners, …
• Article # 391729
• Published on 18/03/25 at 16:10
©  Paris Saint-Germain
Paris Saint-Germain: Water MTIS (Coca-Cola Group) becomes a regional partner in Georgia (2025-2029)

Water MTIS, a mineral water brand from The Coca-Cola Company, has become a regional partner of Paris Saint-Germain (Ligue 1 McDonald's) in Georgia for four years (2025-2029), announced the French club on 18/03/2025. "By partnering with MTIS, the club takes a new step in developing its…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 391706
• Published on 18/03/25 at 15:50
©  Fédération Française de Football
FFF: Uber Eats extends as major partner of the French national teams until 2028

Uber Eats, a food delivery application, has extended its partnership with the Fédération Française de Football (FFF) for a further three seasons, until June 2028, announced the FFF on 18/03/2025. The agreement was negotiated by Fuse France, a sports marketing agency belonging to the Omnicom Media…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Federations, Sponsors - Partners, …
• Article # 391685
• Published on 18/03/25 at 13:00
©  McDonald's France / X
DAZN France: a free 3-month subscription included on McDonald's menus from 17/03/2025

The American fast food chain McDonald's has partnered with DAZN, the domestic live broadcaster of eight (out of nine) games per Ligue 1 McDonald's matchday over the 2024-2029 cycle, to include free subscriptions to the OTT platform in "Golden Ligue 1" menus for the end of the 2024-25 season in…
Domain(s): Sponsors & Partners, Media
• Category(ies): Media, Sponsors - Partners, Activation, …
• Article # 391541
• Published on 17/03/25 at 16:00