Badging isn’t dead: In defence of a sports marketing fundamental Sport Business Sports marketing may have come a long way but let’s stop pretending that brand badging doesn’t matter, says Matt Riches. In modern sports marketing “badging” has become a dirty word, seen as outdated, inefficient, maybe even lazy. “This isn’t a badging exercise,” has become the opening gambit to many a sales pitch. But in the [...]
Chelsea sign sleeve sponsor deal with Vietnamese IT firm FPT Sport Business Chelsea have announced Vietnamese IT company FPT Corporation as their new sleeve sponsor across their men’s, women’s and academy teams. The move sees FPT elevated to principal partner status at the Club World Cup winners, having begun their commercial relationship earlier this year. Chelsea are still in the market for a front-of-shirt sponsor, however, having [...]
Premier League players could be paid in crypto as blockchain evolves Sport Business Premier League football players could have their salaries paid for in crypto, a new report into the future of the blockchain suggests. After over £400m was spent in the 2024-25 sporting season on deals and sponsorships, it has been suggested that digital currencies could replace traditional payments for player transfers and salaries. In 2021 Spanish [...]
Coca-Cola fizzes into life with Premier League deal May 21, 2025 Coca-Cola returns as the Premier League’s official soft drink partner after signing a three-year partnership deal set to kick off for the 2025-26 season, as previously reported by City PM. It comes three years after the soft drinks giant left the English top flight. Coca-Cola had initially partnered with the Premier League for the 2018-19 [...]
Barclays agrees O2 Arena and Co-op Live deals in major coup May 21, 2025 Banking giant Barclays this morning announced an expansion to their sponsorship portfolio, agreeing deals with the O2 Arena and Co-op Live. The duo of multi-year partnerships will see the firm become the founding partner of Manchester-based Co-op Live and the principal partner of Greenwich’s O2 Arena. An agreement with the 20,000-capacity O2 Arena – which [...]
Vodafone axe Emma Raducanu from £3m-per-year deal, reports April 14, 2025 British tennis player Emma Raducanu has reportedly been axed from her £3m-per-year partnership with telecoms giant Vodafone. She had signed the deal in 2021 after becoming the first British woman since Virginia Wade in 1977 to win one of the four major tennis grand slams. Having claimed victory over Leylah Fernandez at Flushing Meadows at [...]
