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©  Ligue de Football Professionnel
LFP: McDonald's succeeds Uber Eats as title sponsor of Ligue 1 (2024-2027, €30m/year)

American fast-food chain McDonald’s, via its subsidiary McDonald's France, has entered into a strategic partnership with the Ligue de Football Professionnel to become the title sponsor of Ligue 1 for "the next three seasons" (2024-2027), announced the governing body on 21/03/2024. The agreement…
Domain(s): Public Authorities & Regulations, Sponsors & Partners
• Category(ies): Marketing - Communication, Sponsors - Partners, Authorities, …
• Article # 319162
• Published on 21/03/24 at 14:30
©  Sportradar
NBA: sports betting features integrated into the NBA League Pass (OTT) with Sportradar

The National Basketball Association has activated its partnership with Sportradar, a Swiss company specialised in sports betting monitoring and the provision of sports data, for the introduction of sports betting features on the NBA League Pass platform, announced the two entities on 19/03/2024…
Domain(s): Sponsors & Partners
• Category(ies): Activation, Digital, Marketing - Communication, …
• Article # 319029
• Published on 21/03/24 at 08:40
©  D.R.
Equipment suppliers: Castore acquires Umbro's sponsorship portfolio in the UK via a sub-licence

Castore has entered into an agreement with GL Dameck, the distributor of Umbro, to sub-licence Umbro's marketing rights in the UK, Germany, Austria, Switzerland, Belgium, the Netherlands and Denmark, announced the British brand on 18/03/2024. As part of the agreement, Castore will take over…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Marketing - Communication
• Article # 319022
• Published on 20/03/24 at 16:55
©  DFL
Germany/DFL: expanded agreement with Amazon Web Services (cloud) to develop AI solutions

Amazon Web Services (AWS), the cloud services division of US e-commerce group Amazon, has expanded its partnership with the Deutsche Fußball Liga to become the league's "official generative AI provider" as part of a "multi-year collaboration," announced the league on 20/03/2024. Under this new…
Domain(s): Public Authorities & Regulations, Sponsors & Partners
• Category(ies): Authorities, Marketing - Communication, Sponsors - Partners
• Article # 318998
• Published on 20/03/24 at 16:35
©  Manchester City FC
Football/European Top 5: equipment suppliers & kit sponsors of the 96 clubs in 2023-24

Below you will find the equipment suppliers and kit sponsors (chest, sleeve, shoulder, back and shorts) as well as the training kit sponsors of the 96 football clubs from the European Top 5 leagues (Ligue 1 Uber Eats, Premier League, Bundesliga, LALIGA EA Sports and Serie A TIM) during the 2023-24…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Marketing - Communication
• Article # 318871
• Published on 19/03/24 at 16:55
©  UEFA
UEFA: EA Sports (video game) partner of the "Women in Football Leadership Programme" 2024

EA Sports, an American video games publisher belonging to the Electronic Arts group, has become the presenting partner of the 2024 edition of UEFA's "Women in Football Leadership Programme", announced the body on 19/03/2024. Applications are now open for the programme, which will take place in…
Domain(s): Public Authorities & Regulations, Sponsors & Partners
• Category(ies): Authorities, Marketing - Communication, Social Responsibility
• Article # 318831
• Published on 19/03/24 at 13:40
©  Juventus FC
Juventus Women: TikTok becomes sleeve sponsor as part of an agreement to promote women's football

The social network TikTok Italia has become a sleeve sponsor of Juventus FC's women's team (Serie A Femminile eBay) from the 2023-24 season, as part of an agreement "to promote women's football in Italy and across the world," announced the Turin club on 19/03/2024. The duration of the partnership…
Domain(s): Clubs, Sponsors & Partners
• Category(ies): Clubs, International development, Digital, …
• Article # 318810
• Published on 19/03/24 at 10:55
©  Two Circles
Agencies: Two Circles acquires sports marketing content creation studio Let It Fly Media

UK marketing research agency Two Circles has acquired US sports marketing content creation studio Let It Fly Media, announced both parties on 13/03/2024. "The move enhances Two Circles' global capabilities, supported by Let It Fly Media's expertise in creating high-quality, impactful sports…
Domain(s): Sponsors & Partners
• Category(ies): Agencies, Finance, Investment - Shareholding, …
• Article # 318778
• Published on 19/03/24 at 08:40
©  Nike
Nike/FFF: home & away shirts shared by the French national teams (men's, women's, U21) in 2024

The Fédération Française de Football and its equipment supplier Nike have unveiled two shirts (home and away) for the men's, women's and U21 French teams for "the world's biggest competitions" in 2024, including the men's Euro (organised in Germany from 14/06 to 14/07/2024), on 18/03/2024. "In…
Domain(s): Public Authorities & Regulations, Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Marketing - Communication, Merchandising - Licensing
• Article # 318653
• Published on 18/03/24 at 11:30
©  D.R.
Under Armour: Kevin Plank, founder of the brand, to become CEO from 01/04/2024

Kevin Plank, founder of Under Armour, will once again become CEO with effect from 01/04/2024, announced the American equipment manufacturer on 13/03/2024. Plank succeeds Stephanie Linnartz, who has held the position since 27/02/2023. She will remain an "advisor" to the company until…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Marketing - Communication
• Article # 318616
• Published on 18/03/24 at 08:40