July 24 – City Football Group (CFG) have partnered with entertainment giant Sony Pictures Television (SPT) to co-develop and produce new original scripted, nonfiction, and kids’ television projects for worldwide audiences.
July 24 – Mitre will be the Aussie A-Leagues Official Match Ball Partner for the next three seasons.
July 23 – Football Australia and Allianz Australia have agreed a multi-year partnership, that will see Allianz become the Official Insurance Partner of Football Australia and its national teams.
July 23 – The English Football League (EFL), in partnership with Genius Sports, has launched ‘Fantasy EFL’, the league’s first 72-club fantasy football game that involves all its member clubs across the three Sky Bet EFL divisions.
July 22 – Liverpool have agreed a new multi-year deal with Strauss which will see the German brand become the club’s official workwear partner, the first of its kind in the Premier League.
July 22 – Manchester City have launched ‘The Ladder [Man City]’, a new gaming experience that marks the partnership of the club with the global phenomenon Fortnite video game.
July 22 – Aston Villa have announced JD Sports as the club’s new official retail partner on a multi-year deal which will allow the retailer to stock official Aston Villa products online and in select stores nationwide.
July 22 – Bulgaria’s Krumovgrad FC has signed a sponsorship contract with one of the newest entrants into the Bulgarian betting market, Bethub.
July 19 – The Bulgarian Football Union (BFU) has signed a sponsorship with bookmaker Inbet. The Bulgarian gaming company replaces financial firm Money + as the main sponsor of the Bulgarian football referees.
July 19 – Eintracht Frankfurt have agreed a three-year deal with Kumho, which will see the Korean tyre brand become the club’s official tyre partner until 2027.
July 18 – Real Madrid and England star Jude Bellingham, in his now iconic celebratory pose, will adorn the cover of the EA Sports FC 25 standard edition, EA Sports revealed on Wednesday.
July 17 – Premier League side Southampton, back in the top flight next season after a year in the Championship, have signed crypto casino Rollbit as the club’s shirt sponsor.
July 17 – Tottenham Hotspur have announced a global brand partnership with crypto platform Kraken, which will become the club’s first Official Crypto and Web3 Partner, and the Official Sleeve Partner for its Men’s and Women’s teams ahead of the 2024/25 season.
July 17 – Greece’s AEK Athens has signed a one-year sponsorship with British designer brand Lyle & Scott who will supply the Greek club with official clothing for the 2024/2025 season.
July 15 – The English Football League (EFL) has issued a Request for Proposal for interested parties to produce, distribute, and market an EFL documentary series, set to begin in the 2025/26 or 2026/27 season.