August 9 – They are probably the only club in the world with a fire engine manufacturer as a sponsor. Premier League battlers Huddersfield Town have signed a new partnership with Rosenbauer UK, a Yorkshire-based manufacturer of fire-fighting vehicles, appliances and equipment.
August 8 – Manchester United has agreed a sponsorship with blended Scotch whisky brand Chivas to become the club’s official global spirits partner.
August 8 – Philippines-based online gambling operator LETOU has become Internazionale Milano’s first Asian online gaming partner. It is also the first step into Serie A club sponsorship for the betting firm.
August 6 – Celtic have announced the highest ever shirt sponsorship deal for a Scottish club with online bookmaker Dafabet. The new agreement will run until the end of the 2025 season.
July 24 – Hyundai have added their first club sponsorship in Italy becoming AS Roma’s new Global Automotive Partner in a three-year deral that will see the Hyundai logo on the back of AS Roma shirts.
July 20 – Asian sponsors for Premier League clubs have generally been from the betting industry unless local sponsors. Crystal Palace have expanded away from the betting sponsor focus with a global partnership with Hong Kong logistics brand Royale International.
July 16 – Premier League West Ham United is swapping its MRF Tires sleeve sponsor for financial services firm Bassett & Gold. No term or value was given for the deal that sees an expanded sponsorship package than the previous one-year deal with MRF.
By Paul Nicholson
July 13 – French champions Paris Saint-Germain have signed a three-season official partnership with French motor manufacturer Renault.
July 12 – Championship play-off winners Fulham – who in doing so guaranteed themselves a £160 million three-season Premier League income stream – have capitalised further on their promotion with a club record two-year sponsorship with global betting brand Dafabet.
July 11 – Online bookmaker Betway, which has just added two top-tier LaLiga clubs to its sponsorship roster, has now signed its first Italian club, AS Roma.
July 11 – Manchester City have announced a global multi-year partnership with water technology company Xylem. The company will also partner with Man City’s sister club New York City FC and the Manchester City women’s team.
July 10 – Vitality, already the stadium naming partner at Premier League Bournemouth, has become Chelsea’s official health insurance partner.
July 6 – Hard on the heels of Betway having announced two new club betting sponsorship in LaLiga, Marathonbet has taken its first Spanish steps becoming the main sponsor of Girona FC.
July 5 – Betway appears to be mopping up shirt sponsor deals in LaLiga. Deportivo Alavés has become the European bookmaker’s third Spanish club in a two-year deal.
July 3 – Premier League Burnley have swapped main sponsor Dafabet for new launch gaming and betting brand LaBa360 in a record shirt sponsorship deal for the club.