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©  Atlético Madrid
Club Atlético de Madrid: Ria Money Transfer, back shirt sponsor until 2023-24

Ria Money Transfer, an international money transfer operator and subsidiary of the American company Euronet WorldWide (payment solutions), has extended its partnership with Club Atlético de Madrid (LaLiga Santander) as a back shirt sponsor until the end of 2023-24, announced the Spanish club on…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 209129
• Published on 22/02/21 at 12:25
©  AS Roma
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, and football players/managers around Europe and throughout the world, since 01/05/2017. By default, all deals have been sorted in a reverse chronological order (newest first)…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities
• Article # 209016
• Published on 19/02/21 at 15:29
©  Paris Saint-Germain
esports: Philips Monitors (screens, via MMD) becomes official partner of PSG from 2021

Philips Monitors, a brand of the Dutch group specializing in household appliances, has become a partner of the esports section of Paris Saint-Germain (Ligue 1 Uber Eats), which plays on the video game FIFA (published by EA Sports), from 2021, announces the Parisian club on 18/02/2021. MMD…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication, Sponsors - Partners
• Article # 208992
• Published on 19/02/21 at 14:10
©  Puma
Sponsorship: Raphaël Varane (FRA, Real Madrid CF) switches from Nike to Puma from 2021

Puma has become the official equipment supplier of the French footballer Raphaël Varane from 2021, the brand announced on 18/02/2021. The Real Madrid CF (LaLiga Santander) player, who has worn Nike boots since his professional debut at RC Lens (Ligue 1 Uber Eats) in 2010-11, has been training in…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Marketing - Communication, Merchandising - Licensing, …
• Article # 208856
• Published on 19/02/21 at 10:14
©  D.R.
NBA: Los Angeles Lakers choose Sportfive to market their jersey sponsorship space

Sportfive has been designated as the "exclusive third-party agency" of the Los Angeles Lakers (NBA), the franchise that LeBron James plays for, with a view to the marketing of its jersey sponsorship area from 2021-22, announced the sports marketing agency on 17/02/2021. Since 2017-18, the…
Domain(s): Sponsors & Partners
• Category(ies): Agencies, Clubs
• Article # 208893
• Published on 18/02/21 at 17:25
©  Beşiktaş JK
Sponsorship: Icrypex acquires naming rights to the Besiktas JK basketball club, pays in bitcoins

Icrypex, a Turkish cryptocurrency company, has become the title sponsor of the Besiktas JK basketball club in Turkey, from 2020-21, announced on 22/01/2021. This agreement is being paid for in bitcoins, up to 42 bitcoins, or 1.1 million euros as of the date of signing of the agreement. "We…
Domain(s): Sponsors & Partners
• Category(ies): Finance
• Article # 208827
• Published on 18/02/21 at 13:25
©  D.R.
adidas, which acquired Reebok in 2006 for €3.1bn, will sell the brand (valued at €803m)

"As part of the development of its new five-year strategy, adidas has concluded its assessment of strategic alternatives for Reebok. As a result of this review, the company has now decided to begin a formal process aimed at divesting Reebok," announced the German group on 16/02/2021. adidas…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Finance
• Article # 208807
• Published on 18/02/21 at 12:00
©  Hublot
Premier League: Hublot launches co-branded smartwatch that sends notifications to fans

Hublot, Swiss watchmaker, activated its partnership with the Premier League by launching a connected watch in the colours of the English first division, announced the group on 16/02/2021. Hublot has been the official timekeeper of the Premier League since 09/09/2020. The "Big Bang E Premier…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Marketing - Communication, Merchandising - Licensing
• Article # 208722
• Published on 18/02/21 at 11:24
©  AS Roma
Serie A TIM: New Balance to succeed Nike as equipment supplier of AS Roma from 2021-22

New Balance has become the official equipment supplier of AS Roma (Serie A TIM) from the 2021-22 season, announced the Italian club on 16/02/2021. The agreement is planned to last three seasons and valued between €3m and €4m, according to the specialised daily newspaper Il Romanista. The…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Sporting Goods & Brands, …
• Article # 208588
• Published on 17/02/21 at 09:30
©  NASCAR
NASCAR: 85 fan tweets selected and painted on the Daytona 500 mile start line

Painting 85 supportive tweets chosen from among those submitted by the fans on the starting line was the initiative put in place by NASCAR, on the occasion of the Daytona 500 mile automobile race, contested on the Daytona Speedway (Daytona Beach, Florida, USA), on 14/02/2021. "Messages for…
Domain(s): Sponsors & Partners
• Category(ies): Digital, Authorities, Marketing - Communication, …
• Article # 208539
• Published on 16/02/21 at 13:29