05 Aug 2022

By: Sport Industry Group

Premier League champions Manchester City has announced Japanese beer brand Asahi as the club's official beer partner.

The agreement, signed by City Football Group (CFG), also sees Asahi partner with other clubs within the CFG portfolio, including Melbourne City, Yokohama F. Marinos, and Sichuan Juiniu.

Under terms of the agreement, Asahi will be served throughout the Etihad Stadium with the hospitality area renamed as the Asahi Super Dry Tunnel Club.Y

Championship football club Burnley FC has signed a new agreement with EMA Equity Partners, who will serve the team's official away shirt sponsor for the 2022/23 season.

As such, the US-based equity firms branding will feature on both the men’s and women’s first team away kits, and the academy teams.

Burnley FC’s Commercial Director, Gordon Kaye said, “I’m pleased to announce EMA as our official away shirt sponsor for the season. EMA are a fantastic new partner company, and we are delighted they have identified and recognised Burnley Football Club and its exciting project as a valuable international partner which aligns with its own core objectives. 

“We are pleased EMA branding will be in centre position on our away kits this season and we are excited to work with EMA closely on a consistent basis.”

League One football club Bolton Wanderers FC has extended its partnership with car dealership Bolton Kia.

Bolton Kia has been a partner of the club for 17 years and, under terms of the new agreement, the car dealership will continue as the official West Stand sponsor of the club's 28,723-capacity University of Bolton Stadium.

According to a statement, in addition to internal signage throughout the stadium, 'On live match days, an animated all-new Kia Niro will ‘drive’ around the pitch, using the latest LED projection technology.'

UK sporting goods retailer Sports Direct has been appointed as the principal partner of Hibernian FC Women.

As such, Sports Direct will feature on the front of the women's team's home and way shirts during the 2022/23 football season.

According to a statement, 'throughout the partnership, Hibs Women will work with Sports Direct to promote their Equal Play initiative – which seeks to level the playing field for both female athletes and teams.'