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Rolling sports business news wrap: Every deal, every day

Top story: Barcelona Femini get first ever shirt sponsor.

30 July 2018 Tom Bassam

Top story

The women’s team of soccer giants Barcelona, FCB Femeni, have announced Stanley Black & Decker as their first ever shirt sponsor.


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The tools company first partnered with Barcelona in 2014 and extended its support to the club’s women’s team in March and will now benefit from the main shirt sponsorship position from the start of the 2018/19 season.

The financial terms of the deal were not announced but a club statement declared the deal struck by their Americas office had 'set a new standard' for commercial deals in women’s sport.

Barcelona president Josep Maria Bartomeu said: “The expansion of its pledge to our women’s team is historic because it’s the first time that it has had its own exclusive sponsor, and I am sure this will benefit women’s sports worldwide.

“Together, we are making positive changes that will help to break down the barriers surrounding women’s sports. There is still a long way to go and Stanley is the right partner to join us on that journey.”


French top-flight soccer club Lille have signed a two-year deal with Winamax that sees the online poker operator take on sponsorship of the Ligue 1 club's shorts.

In Italy, Hellas Verona have signed a three-year deal to make Paulaner the club's official beer.

The Badminton World Federation (BWF) has signed a sponsorship deal with flavoured liquor producer Laymau for its 2018 World Championships.

Allegiant has struck a national partnership agreement with Minor League Baseball (MiLB), making it the organisation's official airline.

Australian Big Bash League Twenty20 cricket team Hobart Hurricanes have unveiled confectionery products manufacturer Cadbury as a new shirt sponsor for their men's and women's teams.

Basketball Bundesliga newcomer Crailsheim Merlins have secured a long-term title sponsorship deal with HAKRO.

Media Rights

Polish pay-television operator NC Plus has reached an agreement with commercial and pay-television broadcaster Polsat that will allow it to continue offering coverage of the Uefa Champions League and Europa League club soccer competitions.

European soccer’s governing body Uefa has sealed deals with three Romanian broadcasters for domestic rights to the Champions League and Europa League through 2021. Telco Telekom Romania has extended its existing contract, while pay-television broadcaster Digi Sport and commercial broadcaster Look TV have come on board as new partners.

International sports broadcaster Eleven Sports has acquired rights in Portugal to events marketed by combat sports distributor Fighting Spirit in a multi-year deal.

LaLiga TV, the official television channel of the top division of Spanish soccer, has acquired rights to Liga Asobal, the top tier of domestic handball.

Personal Endorsement

Borneo Motors, the distributor for Toyota, has signed an agreement with Olympic swimming star Joseph Schooling for a three-year brand ambassadorship.


Basketball gaming title NBA Live 19, which launches in September, will allow users to create women players for the first time in series history.


FIDAL, the Italian athletics federation, has agreed a six-year deal with Infront, the international sports marketing agency, that is reportedly worth a guaranteed €12.9 million (US$15.1 million) over the course of the contract.

Bidding & Hosting

The International Association of Athletics Federations (IAAF) has lined up Budapest to host its 2023 World Championships.

The UCI, cycling's international governing body, wants to stage the 2025 Road World Championships in Africa, and has invited its member nations from the continent to submit bids.

Glasgow's Celtic Park will host the 2019 Guinness Pro14 Final.

Politics & Governance

Top-flight English women's soccer side Liverpool Ladies have renamed themselves Liverpool FC Women ahead of the new Women's Super League season.

Bob Hope of the Day

Scottish top-flight soccer outfit Hamilton Academical are coming under scrutiny for their new stadium naming rights deal with Hope CBD. The contract nets Accies a five-figure payment per season, as well as a percentage share of the profits from the sale of cannabis-based cannabidiol (CBD) products such as tea, ointments and sweets.

Club chief executive Colin McGowan, who is the owner and director of the company which has run a small store within the stadium since last year, defended the deal, saying: “Will there be people out there saying: 'Hamilton Accies are supporting a drug, it's unbelievable…'?

“Yes, you are going to get that. If you get criticism in football, just do anything.”

Our industry digest will update throughout the day as deals break so check back to make sure you do not miss a story

Barcelona Femini get first ever shirt sponsor

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