May 27 – Gambling regulations in Spain will prevent LaLiga clubs from taking shirt sponsorship from betting firms from the end of the season, but it is not stopping bookmakers cutting promotional deals with clubs for other markets.
May 27 – Construction and mining equipment giant Caterpillar has agreed a multi-year sponsorship with Major League Soccer in the US with an emphasis on reaching soccer’s younger and multi-cultural fan base.
May 26 – While online used car retailer Cazoo is building its football sponsorship portfolio in Europe, its UK rival Cinch is taking its first main sponsorship in the English Premier League with Crystal Palace’s shirt front.
May 26 – Online used car retailer Cazoo has signed a “multi-year” main sponsorship deal with Serie A’s Bologna Fc as it prepares for its launch into the Italian market.
May 26 – Food delivery service Uber Eats is taking a bigger bite of French football sponsorship with a deal with the federation to sponsor the French women’s, men’s and youth teams.
May 25 – British leisurewear brand Castore has broken in the Spanish market with its first kit supply deal in LaLiga with Sevilla. Castore will replace Nike.
May 23 – With regulators starting to squeeze gambling advertising and promotion via football clubs, French Ligue1 club AS Monaco has agreed a three-year extension to its partnership with online sports betting company VBET.
May 19 – Following on from the announcement of an MoU with Mexico’s Liga MX, Germany’s Bundesliga has reinforced its position in Mexico and Central America with a four-year extension to its TV deal with subscription broadcaster SKY Mexico.
May 19 – Premier League Liverpool has selected US cloud-driven networking business Extreme as its Official Wi-Fi Network Solutions Provider and Official Wi-Fi Analytics Provider.
May 18 – Germany’s Bundesliga and Bundesliga 2 clubs will receive more than €170 million from the 2023-24 season from the licensing of the global rights for stickers and trading cards, including non-fungible tokens (NFTs).
By Samindra Kunti
May 17 – La Liga has taken another big step in its bid for digital transformation by partnering with TVM, a South Korean global sports metaverse platform, in a two-and-a-half-year deal.
May 16 – US sports broadcaster Fox has secured another two seasons of neighbouring Canada’s men’s and women’s football.
May 13 – TikTok has become an official partner of the Women’s EURO 2022 in a one-event deal, following on from its partnership with the men’s EURO 2020 championship last year.
May 13 – Premier League Chelsea, still theoretically operating under a restrictive government license while the club sale to the Todd Boehly-led and Clearlake Capital-backed group is completed, has announced a £20 million shirt sleeve deal with cryptocurrency trading platform WhaleFin.
May 13 – US sportwear giant Nike is reported to have severed its 17-year sponsorship deal with Russian Premier League club Spartak Moscow after the team was ruled out of next season’s European competitions because of the Russian invasion of Ukraine.