August 20 – LaLiga’s Real Betis has secured a three-year shirt sponsorship with foreign exchange broker easyMarkets, who take over from Green Earth, an environmentally-friendly cryptocurrency company.
August 16 – Bayer 04 Leverkusen has signed Kumho Tyre has the club’s official tyre partner in a deal that will its logo on the club’s sleeve as part of a wide ranging sponsorship package.
August 12 – Betting giant SportPesa has pulled the plug on all its sports sponsorships in Kenya after a prolonged tax dispute with local authorities.
August 12 – Premier League Brighton and Hove Albion have renewed their main sponsorship with American Express in a 12-year £100 million deal that includes the continuation of the naming rights to Brighton’s stadium as well as the financial services providers’ name on the front of the club shirt.
August 9 – Xpress Money have become Premier League Leicester City’s official money transfer partner.
August 8 – Premier League returnees Norwich City have announced car manufacturer Lotus as a club partner in a new multi-year deal.
August 6 – The English Football League has announced Leasing.com as the title sponsor of the EFL trophy, its cup competition that sees League One and League Two clubs compete with Premier League U-21 teams.
August 6 – Trading platform eToro has added Everton and Aston Villa to its sponsorship roster, taking the number of Premier League teams it has deals with to six, including Crystal Palace, Leicester City, Southampton and Spurs.
July 29 – Leading Indian beer brand Kingfisher has made its first foray into Premier League football becoming the Official Beer partner of Southampton in what is described as a “multi-year” deal.
July 24 – Budweiser has increased its football sponsorship portfolio in Europe becoming the official beer of LaLiga and the Premier League in what are described as multi-year deals (usually three year-terms for both leagues).
July 17 – Liverpool have expanded their MG Motor sponsorship from a regional focus to seeing the car marque being given the moniker of Official Global Car Partner of Liverpool.
July 12 – Premier League Southampton have renewed Utilita as the club’s Official Energy and Utilities Partner as well as adding Kuflink as the club’s new Official Peer to Peer Investment Partner.
July 11 – Mobile handset brand TECNO has extended its sponsorship of Manchester City that was first signed in December 2016.
July 10 – Following up on their 1XBet has announced a five-year sponsorship deal with FC Barcelona, 1XBet has unveiled a new multi-year partnership with Liverpool. No value or term for the Liverpool deal has been released.