UEFA extends Lidl deal to cover Europa and Conference Leagues
UEFA seems to be set on making the most out of existing partnerships this year, extending yet another agreement from the EURO 2024 tournament...
Fulham FC parters with IUX as new trading partner
Fulham FC has confirmed its new official trading partner for the rest of the 2024/25 Premier League campaign will be IUX. In a new multi-year...
Brentford FC links with payment app Zing for multicurrency pay
The Premier League’s Brentford FC has confirmed a new partnership with HSBC payment app Zing to become the club’s official international payments and remittance...
PSG and Pernod Ricard forge partnership over shared French excellence
Paris Saint-Germain has formed a new global partnership with wine and spirits provider Pernod Ricard through their shared commitment to upholding French values and...
Betano’s Tomasz Majewski on the power of the Orange Summer and...
As summer winds down, many sports stars will be reflecting on their performances, whether they’re athletes returning home with Olympic gold or footballers replaying...
LaLiga deal further extends SportyBet’s Spanish football focus
LaLiga has announced a partnership with SportyBet, an Africa-focused betting operator which has been building up its profile in the European football scene.The company...
Inter Milan latest sports team to strike blockchain sponsorship deal with...
Following several similar deals over the past several years, Inter Milan have teamed up with blockchain firm BlockDAG in a multi-million dollar sponsorship deal.This...
Chelsea and MSC Cruises set sail on partnership extension
Chelsea FC and MSC Cruises have confirmed the extension of an already long-term partnership over the next three years. Having forged a collaboration on working...
Inter Miami calls Polkadot a ‘natural fit’ for training kit
US football club Inter Miami CF has named Polkadot, a blockchain software platform, as its global training partner.As part of the agreement, Polkadot’s logo...
Betsson’s Premier Padel deal highlights benefits of diverse sponsorship approach
Football is unsurprisingly front-of-centre in most betting firm’s sports marketing strategies, particularly in Europe. Some companies value a diversified portfolio, however, targeting some more...