Flamengo hit the jackpot with Betano
August 19 – Rio de Janeiro club Flamengo have announced the largest title sponsorship in Brazilian football by signing a three-year contract with betting operator Betano.
Sponsorship
Flamengo terminate Pixbet white labelled betting deal for Flabet
August 18 – Brazilian club Flamengo have terminated their contract with controversial shirt sponsor Flabet, a white labelled betting site trading on the club name and run by Pixbet.
Man United add Parimatch as regional ad partner
August 18 – Manchester United have announced another betting alliance with Parimatch becoming the club’s regional partner for Asia and the Middle East.
Sunderland adds second bookie shirt sponsor with LiveScore Bet taking sleeve patch
August 15 – Newly promoted to the Premier League, Sunderland have agreed a second betting driven sponsorship with LiveScore Group whose LiveScore Bet logo will be on the first-team shirt sleeve, training wear and warm-up kit in an initial one-season deal.
Coca-Cola add Aston Villa to Premier League club rights
August 15 – Aston Villa have announced an agreement with the Coca-Cola Company which will make Coca-Cola the Official Soft Drinks Partner, Official Global Partner, and Official Partner of the club’s Men’s and Women’s teams.
Newcastle strike multi-year Guinness deal
August 15 – Newcastle United fans of a certain vintage will be cringing as their beloved Newcastle Brown Ale will only be remembered as a bygone era with the Magpies announcing a multi-year global agreement with Guinness, making the Irish stout brand an official club partner.
Mega Casino World rolls the Bundesliga International dice for another two years
August 15 – Bundesliga International has agreed a two-year extension to its deal with Mega Casino World (MCW) which will see the international gaming platform remain the league’s exclusive partner in the Asian region until the end of the 2026-27 season.
Eagles land new airline deal with SunExpress
August 15 – Fresh off winning the FA Community Shield, Crystal Palace have landed a multi-year partnership with SunExpress, the airline run jointly by Lufthansa and Turkish Airlines, who will be the club’s Official Airline Partner as the Eagles play European football for the first time in club history this season.
Juggernauts collide as Manchester United and Coca-Cola announce collaboration
August 14 – Two global heavyweights in their respective fields have come together as Manchester United have inked a three-year partnership with The Coca-Cola Company, naming Coca-Cola as the club’s Official Carbonated Soft Drinks Partner in the United Kingdom and Europe.
Arsenal enter crypto-world with Bitpanda multi-year partnership
August 14 – English Premier League side Arsenal have announced a multi-year partnership with cryptocurrency broker and trading company Bitpanda – the Austrian entity becoming the Gunners’ Official Crypto Trading Partner.
Brentford brew extension to partnership with Asahi UK
August 12 – Brentford FC have announced that they have inked an extension to their partnership with Asahi UK, owner of the Fuller’s beer and brewing business, until 2030.
Gorilla sponsors Sky Sports’ coverage of the EFL Carabao Cup for 2025/26
August 12 – DIY brand Gorilla has inked a deal with the English Football League (EFL) which will see it become a sponsor of Sky Sports’ coverage of the Carabao Cup next season.
Betano doubles down on Sporting CP shirt sponsorship
August 12 – Kaizen Gaming’s on-line betting brand Betano has added another four years to its front of shirt sponsorship of Sporting Clube de Portugal, taking an agreement that began in 2021 through to the end of the 2028/29 season.
Bayern Munich bow to fan pressure and end Visit Rwanda sponsorship but don’t cut all ties
August 11 – After months of pressure, German giants Bayern Munich have announced the end of their sponsorship deal with Visit Rwanda, but they will retain a relationship with the East African country.
Red Bull adds sixth Premier League sponsorship
August 11 – Red Bull has become the Official Energy Drink Partner of Aston Villa and “will help fuel elite performance for both our men’s and women’s teams”, said the club.