Football Marketing – Inside World Football

Brazil’s Serie A renews 5-year Assai naming rights for a further season

Paul Nicholson — Tue, 18 Apr 2023 00:23:58 +0000

April 18 – Brazilian wholesaler Assaí Atacadista has extended its title sponsorship of Campeonato Brasileiro Série A for a further season.

Assai began its title sponsorship with the 2018 season before renewing for another season in 2019 and for a further three season in 2020. The current extension will run until the end of the 2023 season.

As well as the naming rights to the league, the company has perimeter branding at club grounds as well as appearing in official league content.

EA Sports FC brand launched globally as video gamer ends its FIFA friendly

Paul Nicholson — Fri, 14 Apr 2023 00:30:05 +0000

April 14 – EA Sports has started the brand building for its EA SPORTS FC title that will launch at the end of the year, ending EA’s use of the FIFA brand after a 20-year association.

Essentially it is the same game with most of the same teams and player licenses, and pretty much all of the same video gamers buying and playing, it just won’t be called FIFA and FIFA won’t collect over $100 million in licensing fees.

Volkswagen Canada accelerates into another 5 years of Canadian Premier League sponsorship

Paul Nicholson — Fri, 14 Apr 2023 00:05:27 +0000

April 14 – With just two days to go to the start of the season the Canadian Premier League (CPL) has announced it has renewed its longstanding partnership with Volkswagen Canada through 2028.

Volkswagen Canada was initially announced as a Founding Partner of the CPL in January 2019, ahead of the League’s inaugural campaign. Having completed five years at the end of 2023, the major sponsor is signing on for another five years.

Visa adds 33 new players to Team Visa programme ahead of 2023 Women’s World Cup

Paul Nicholson — Thu, 13 Apr 2023 01:36:53 +0000

April 12 – FIFA sponsor Visa has unveiled the names of 33 women players who it will sponsor via its Team Visa programme up to and through the Women’s World Cup Australia & New Zealand 2023.

Visa is the Exclusive Payment Service Partner of FIFA, and has run its Team Visa programme since 2000. To date Visa has provided support to more than 500 athletes worldwide.

The programme is designed to help players “thrive personally and professionally”.

Online bookie Tonybet agrees multi-year sponsorship with Canadian Premier League

Paul Nicholson — Thu, 13 Apr 2023 00:01:30 +0000

April 13 – The Canadian Premier League (CPL) has unveiled online gaming company tonybet as its Official Sports Betting and Online Casino Partner in a multi-year deal.

Tonybet becomes the presenting partner of the CPL’s Predictor contest and the League’s Centre Circle app – an interactive digital gaming experience that allows fans to predict outcomes over the course of the season.

“We are delighted to get behind the CPL and to take our brand to a growing and passionate fan base,” said Alex Haig,

Chinese motor brand Haval parks on back of CSKA’s shirt

Paul Nicholson — Wed, 12 Apr 2023 04:11:57 +0000

April 12 – Bulgaria’s CSKA Sofia has signed a new shirt sponsorship deal with Chinese car brand HAVAL.

CSKA Sofia has not officially announced the partnership but the motor company’s logo has already appeared on on the back of the team’s jerseys below the players’ numbers.

The HAVAL car brand is owned by the Great Wall Motors. In Bulgaria the cars are sold by Grisha Ganchev, one of the country’s richest businessmen who,

Jacob’s Creek breaks new sponsorship ground as first wine sponsor of WWC 2023

Paul Nicholson — Thu, 06 Apr 2023 04:32:52 +0000

April 5 – Australian wine brand Jacob’s Creek has become an Official Supporter of the Women’s World Cup 2023 that kicks of July 20.

Jacob’s Creek, a favourite Australian wine, will welcome the world to its home in Australia and across the Tasman in Aotearoa New Zealand for the 32-team tournament, which kicks off on 20 July.

Retailers in Australia and New Zealand will support Jacob’s Creek’s Women’s World Cup partnership through consumer competitions,

CPL dials in telecoms giant Telus for 2023 kick off and a five-year deal

Paul Nicholson — Thu, 06 Apr 2023 00:15:03 +0000

April 6 – The Canadian Premier League (CPL) has unveiled Telus as the league’s Official Telecommunications, Digital Health and Home Security Partner in a five-year deal.

No value was given for the sponsorship that will run through to end 2027.

As well as the league sponsorship, Telus will be the main shirt sponsor of 2021 CPL winners Pacific FC in a one-season deal.

Headquartered in Vancouver, Telus is a global company with $18 billion in annual revenue and 18 million customer connections.

AFA builds on World Cup win with Dafabet deal for Asia

Paul Nicholson — Tue, 04 Apr 2023 04:46:01 +0000

April 4 – Capitalising on their world cup win, the Argentine Football Association (AFA) has agreed a two-year regional sponsorship agreement for Asia with Dafabet.

The agreement covers Argentina’s participation in the Copa América 2024 which will be played in the US.

The AFA said that the agreement was a further consolidation of its increased commercial opportunities built on the back of world leading on-field performance.

President of AFA,

Axi renews Man City deal, trading up to include women’s team

Paul Nicholson — Fri, 31 Mar 2023 02:52:34 +0000

March 31 – Manchester City has renewed its global multi-year partnership with financial trading platform Axi,expanding the partnership to include the club’s women’s team.

Axi first sponsored Man City in 2020 and will continue as the club’s Official Online Trading Partner.

The renewed agreement will also see Axi further expand its partnership to include Manchester City Women.

Tom Boyle, Vice President, Global Partnerships Marketing and Operations at City Football Group,