May 2 – Liverpool have unveiled their home kit for the 2024/25 season, the first in the Premier League ahead of the 2024/25 season, as the team continues to struggle domestically in a limp end to an otherwise encouraging season.
May 1 – BetMGM is to take over the ‘Official Training Wear Partner’ rights at Premier League club Tottenham Hotspur from next season.
April 30 – Liverpool FC have extended their long-term partnership with insurance giant AXA until 2029.
April 30 – Premier League Burnley have announced an agreement with football talent platform Nordensa, which allows fans to discover and financially support trials of young talent from across the world via an app.
April 29 – DAZN has responded furiously to a German Football League (DFL) statement on the tender process and the award of broadcast rights to Sky Germany, amid a dispute with DAZN over delayed payments on the existing contract and negotiations for the Bundesliga rights cycle for 2025-2029.
April 29 – Premier League Liverpool have signed their first-ever retail partnership in South Korea as the club looks to expand its global profile.
Aril 29 – Unilever will be a first-time sponsor for Conmebol’s Copa América that will be played in the US across 14 cities from June 20 to July 14.
April 24 – Juventus and WPP-owned sports marketing agency Two Circles have agreed a five-year partnership to collaborate on the 36-time Italian Champions’ new commercial partnerships programme.
April 25 – Manchester City have agreed a multi-year partnership with digital collectible business Quidd, a subsidiary of Animoca brands, who first partnered with the treble winners in December 2020.
April 24 – The Romanian Football Federation (FRF) and Autoklass, Mercedes-Benz’s Romania dealership partner, have extend their sponsorship partnership for another two years. Autoklass began its sponsorship in 2019.
April 23 – Aston Villa have confirmed their shirt and principal partner deal with Kaizen Gaming brand Betano, worth an estimated £20 million over two seasons.
April 19 – US home improvement chain Lowe’s has brought a Hispanic focus to a new sponsorship covering Conmebol’s Copa América 2024 USA, MLS side Inter Miami, and Lionel Messi.
April 19 – The Football Association of Montenegro (FSCG) has extended its sponsorship contract with Trebjesa Brewery, one of Montenegro’s biggest companies.
April 18 – DAZN has renewed its broadcast rights deal with LaLiga EA SPORTS in Italy and Portugal, guaranteeing coverage of all 380 matches from the Spanish competition.
April 18 – Colombian music artist Karol G is the next artist to benefit from Spotify’s association with FC Barcelona, as the club unveils the latest limited-edition kit ahead of El Clasico this Sunday.