August 12 – With doubts still remaining over whether LaLiga clubs will be able to take shirt sponsorship from betting brands, Betway has announced a new agreement with Real Betis, a record for the club.
August 11 – Newly promoted Leeds United, back in the Premier League after a 16-year absence, have unveiled online betting brand SBOTOP as the club’s new shirt sponsor.
August 11 – AC Milan Women, who are ploughing their own sponsorship furrow separate to their men’s team, have announced Italian bank Banco BPM as their new shirt sponsor.
August 10 – Paris Saint Germain, one of the wealthiest clubs in world football, have signed a multi-year sponsorship deal with Chinese consumer electronics and home appliances company Hisense.
August 7 – With England’s prime minister Boris Johnson opening a national campaign against obesity, chocolate brand Cadbury has unveiled their third Premier League club partnership with Chelsea.
August 6 – Sporting goods giant Puma and La Liga have revealed the match ball for the 2020/21 Spanish topflight season, with Accelerate, in traditional white colours, the primary ball and Adrenalina, with a more catchy design, used for ‘El Clásico’ and other marquee matches.
March 6 – LaLiga’s Sevilla have extended their kit supply deal with Nike for another year, taking them to the end of the 2021-22 season.
August 5 – Belgium’s professional game, settling down to a new format following a summer of political and legal chaos, has positive news to report with bookmaker bwin being confirmed as its new betting partner.
August 5 – The total value of sponsorship across the big five football leagues in 2020 is now more than €3.3bn annually, according to a report by KPMG Football Benchmark.
August 4 – Crystal Palace FC have replaced one betting firm with another as the club’s main shirt sponsor. Online gaming brand W88 will take over from ManBetX for next season.
August 4 – Inter Milan are boosting fan engagement activities via two new initiatives: a partnership with video gamemaker EA Sports for its FIFA game and a new WeChat virtual community for its Chinese fans.
August 3 – Heineken has signed a new sponsorship with UEFA for the Europa League that will begin with the resumption of the competition this week and run through to June 2024.
July 29 – Viewing figures from the US show record numbers for the women’s club game and a significant breakthrough for the NWSL (National Women’s Soccer League).
July 28 – AC Milan have held on to their main shirt sponsor Emirates airline in a three-year deal that will see them take a reported annual €4 million cut in the sponsorship fee.
July 27 – Leicester City have announced a one-season partnership with Tourism Authority of Thailand to launch the ‘Thailand Smiles With You’ campaign and promote the country as a tourist destination as it recovers from the effects of the pandemic.