South Melbourne sign record agreement with CF Capital

National Premier Leagues Victoria side South Melbourne FC have announced CF Capital as a Major Principal Partner for the next two years.

The six-figure sponsorship agreement is the largest single sponsorship in the history of the side. The partnership is a vote of confidence in South Melbourne FC both on and off the football pitch.

The news comes at a significant time particularly with Football Australia setting a placeholder for a prospective national second division in the 2022-23 Domestic Football Calendar.

CF Capital is one of the leading funds management firms in Australia with expertise in a range of asset classes including real estate development, equity, investment and credit.

CF Capital joins a group of high calibre club sponsors from the finance and investment industries and will leverage the relationship with South Melbourne FC to further develop their network.

Investment Director Paul Chiodo together with his leadership team represented CF Capital at the 2022 Jersey Night where they provided further direct support for South Melbourne’s Men’s, Women’s, Blind and Powerchair teams.

South Melbourne FC President Nicholas Maikousis welcomed CF Capital to the club saying in a statement released by South Melbourne FC:

“I’m proud to have Paul Chiodo and CF Capital join South Melbourne FC as the clubs Major Principal Partner. Their commitment represents the largest sponsorship in the history of the club. The six-figure annual agreement represents trust in the South Melbourne brand, its values and its approach to aspirational success and achievement. Paul and his leadership team have been impressed with our community diversity and engagement. They have pledged to directly support our All Abilities Programs.”

South Melbourne FC members and supporters will become familiar with the CF Capital brand around Lakeside Stadium, with signage featuring the logo prominently for the livestream audience in front of the Clarendon Corner. As the side’s Major Principal Partner, CF Capital will also be involved in corporate events and functions.

Aston Villa strike lucrative front-of-shirt deal with Betano

Aston Villa has struck an important sponsorship deal with Greek online betting company Betano worth £40m (AU$77.4 mil) over the next two seasons.

This would become the club’s most lucrative front-of-shirt sponsor in their history and comes at a crucial time where Villa need to drive commercial revenue given the strain on Premier League clubs from Profit and Sustainability Rules.

Villa announced losses of nearly £120million (AU$232.3 million) across 2023, which UEFA claim was the highest in Europe. The mega-deal with Betano coincides with club’s new partnership with Adidas, who will take over from Castore as Villa’s kit manufacturer.

Whilst the club have claimed that the huge financial losses are “in line with their strategic business plan”, there is no doubt they wanted to find the best suitor out of this new deal.

Aston Villa were only allowed to strike a two year deal which runs until 2026 because the Premier League have introduced a ban on gambling companies becoming front of shirt sponsors which comes into effect from the start of the 2026/27 season.

Betano are quickly expanding in the European football market, with UEFA added the company as a global sponsor for the 2024 Euros alongside their current deals with huge Portuguese clubs FC Porto and Sporting CP.

Aston Villa currently have a deal with gambling firm BK8 who sit at the front of their shirts from the 2023/24 season, and the club are doubling down on gambling sponsors with this Betano deal, something that is controversial amongst their own fans.

Following the BK8 deal, Aston Villa fan groups protested the team allying with a company from a taboo sector such as gambling and it remains to be seen what the reaction will be when the club officially announces this new deal.

The main aim for Villa is to boost their commercial revenue as they push for Champions League qualification which would rid the club of some financial stress.

The deal is controversial but a required one for Aston Villa and the club that is taking the right steps to ensure they avoid a point deduction or a fine as the Premier League looks to really clamp down on the Profit & Sustainability rules.

Feyenoord secure record shirt sponsorship deal with MediaMarkt

German electronics retailer MediaMarkt will become the new shirt sponsor of Dutch club Feyenoord for the 2024-25 season in a record multi-year deal.

The two parties have agreed a three-year deal – through to the conclusion of 2026-27 – believed to be worth around €20 million (AU$33.1 million) in total, according to Dutch outlet De Telegraaf.

The company will replace EuroParcs which has been featured on the front of the Eredivisie club shirts since 2021.

MediaMarkt is a German multinational chain of stores selling consumer electronics with over 1000 stores in ten countries in Europe. The company is one of the largest sellers of electronics in Europe with a total of nearly 2.1 million products sold in 2023.

MediaMarkt’s head office is in Rotterdam and the company became convinced of the collaboration after gaining insight into various data about Feyenoord that suggests large growth is imminent.

It became attractive for the company because Feyenoord has gained a greater reputation not only nationally, but also internationally through long, reasonably successful participations in the Conference League, the Europa League and also the group stages of the Champions League.

As a result of this on-field success, the MediaMarkt partnership would be the Dutch clubs most lucrative shirt sponsorship deal which follows on from a record kit supply deal signed by Feyenoord last year with Castore, a UK sportswear brand.

Feyenoord have been winning off the field as well, recording record net revenue numbers in two of the last four years, including the 2022/2023 season which amounted to €99 mil (AU$164.2 mil), a thirteen percent increase on the previous year.

In domestic shirt sales, they ranked third last season behind PSV and Ajax but are projected to overtake PSV in 2023/24 after their recent league success.

Feyenoord has a tradition of long-term contracts with main sponsors, MediaMarkt will only be the eighth big name on the shirt. More than half a century ago in 1982, the Gouden Gids was the first shirt sponsor.

This deal is proof of Feyenoord’s incredible growth on and off the pitch with their marketing and trophy successes. MediaMarkt hopes to grow further by investing in Feyenoord’s upward trajectory, located right near their main headquarters.

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