February 25 – It isn’t quite the coffee-ground eco shirt of Forest Green Rovers, but Premier League Tottenham Hotspur have announced a new partnership with a London battery technology company as part of the club’s plans to become carbon neutral.
February 16 – New Balance are to take over as AS Roma’s kit supplier from the start of the 2021/22 season, the first Serie A club to join the US leisurewear company’s team roster.
January 21 – With hopes for an end to lockdown seemingly high in the north-west of England, Premier League Everton have agreed a multi-year deal with Clarity Sports to become the club’s new Official Team & Business Travel Partner and Match Break partner.
January 18 – Premier League Southampton have ended their kit deal with US firm Under Armour three seasons early in favour of a new partnership with Danish sportswear brand, hummel.
January 5 – Manchester City Women are putting on the style with Italian fashionwear production house Salento Creazioni Moda who have become the team’s first ever global formalwear partner.
November 25 – Genius Sports Group has announced a data, streaming and integrity partnership with Mexico’s Liga MX. The Mexican league adds to the deal just signed with the Argentinian FA for its competitions.
November 18 – French giants Paris Saint Germain has signed foreign exchange and commodities broker HotForex as an Official Partner for the 2020-21 season.
November 16 – RB Leipzig, the football equivalent of a challenger brand in Germany’s Bundesliga, has taken a step outside the general European club comfort zones with a strategic partnership with Indian Super League club FC Goa.
July 1 – With virtual gaming having become the major growth area for football as the world has been in lockdown, Manchester City, one of the early adopters of efootball, has expanded its immersion in via a new regional partnership with mobile game developer, Capstone Games.
June 25 – Electronic Arts and LaLiga have extended their partnership in a 10-year deal that will keep EA Sports’ FIFA title as the league’s official and exclusive video games partner.
February 7 – Major League Baseball’s San Francisco Giants have partnered with iconic Portuguese club Benfica in a commercial version of moneyball.
February 6 – With the Beach Soccer Mundialito de Clubes set to kick off in Moscow next week, Beach Soccer World Wide (BSWW) has announced a new partnership with the United Nations to promote the UN Alliance Of Civilizations’campaign (UNAOC), ‘One Humanity’.
January 17 – Barcelona have signed a four year global partnership with online trading platform FBS that will run through to end June 2024.
By Osasu Obayiuwana
December 20 – In what is a unique drive, in African football, to increase revenue, leading Tanzanian club Simba has launched its own bank payment card. They hope to raise a minimum of $10 million through the deal.
October 29 – Coca-Cola – sponsors of FIFA’s World Cup since 1974 and UEFA’s Euros since 1985 – has expanded its club football partnerships with a two-year deal with Serie A giants Juventus.