March 30 – MLS team LAFC have agreed a new shirt sponsorship with power tool maker Flex that will being this season.
March 30 – The National Women’s Soccer League in the US has agreed a sponsorship with Nationwide to become the league’s first exclusive insurance partner.
March 24 – Premier League West Bromwich Albion have renewed their shirt sponsorship with Ideal heating for a further three years.
March 22 – UEFA has agreed a landmark sponsorship deal covering a bulk of its flagship men’s and women’s competitions with Just Eat Takeaway.com, adding to its already agreed Official Food Delivery Partner sponsorship of this summer’s Euro 2020 competition.
March 12 – Bayern Munich have extended their partnership with sports betting firm Tipico until 2025.
March 3 – Serie A leaders Inter Milan are to end their shirt sponsorship deal with tyre makers Pirelli, one of the most iconic partnerships in European football.
March 3 – Russian online bookmaker Fonbet has signed a long-term partnership with French giants Paris Saint-Germain to become the club’s official betting partner across Russia and the CIS region.
March 2 – US sportswear brand New Balance has extended its current sponsorship agreement with France’s Ligue 1 leaders LOSC LILLE.
February 25 – Short-form video-sharing app TikTok has agreed a multi-year partnership with MLS team Portland Timbers and the club’s NWSL side Portland Thorns FC.
February 24 – Pepsi MAX is using its Champions League sponsorship to activate its new football ad campaign ‘Music Keeps Us Fizzing’.
February 23 – Real Madrid have reportedly held “advanced talks’” with Saudi Arabia’s state-owned Qiddiya over a potential lucrative ten-year €150 million sponsorship deal.
February 22 – UEFA has announced that Qatar Airways as the official airline of this summer’s Euro 2020 tournament.
February 17 – Barcelona and Beko have extended their partnership by a year, but the parties have dropped the sleeve sponsorship rights in a re-worked sponsorship agreement.
February 10 – The market for betting sponsorship of Italian clubs may be drying up domestically as gambling authorities move in with new rules, but the appetite for promotion in international markets is still there.