August 20 – Premier League holders Manchester City have agreed a new regional partnership with Yili which will see the Chinese dairy products producer become the club’s official dairy partner on a multi-year deal.
August 19 – Chelsea have announced events marketing platform Fever as a Principal Partner, which will see the brand feature on the sleeve of both men’s and women’s teams for the coming season.
August 19 – Linebet has become a regional betting partner of AS Monaco, covering Sub-Saharan Africa and the Mena region, the club confirmed.
August 19 – Nottingham Forest have announced cryptocurrency brand Floki as the official cryptocurrency partner of the club.
August 16 – Serbia’s OFK Belgrade, promoted to the Serbian SuperLig at the end of last season, have renewed their shirt sponsorship with bookmaker Mozzart Bet, in a deal that also sees the club change its name to OFK Belgrade Mozzart Bet.
August 15 – European football saw a 22% increase in sponsorship and marketing partnerships by brands last season, a doubling of the previous season’s 11% growth.
August 15 – Arsenal have announced a new multi-year partnership with Chivas Regal which will see the brand become the club’s first Official Whisky Partner ahead of the 2024/25 season, supporting both men’s and women’s teams.
August 15 – Premier League side Chelsea have boosted their deal with forex traders TMGM with a multi-year extension which will see TMGM continue as the club’s Official Regional Online Forex and Trading Partner in the Asia-Pacific region.
August 13 – Manchester United’s iconic Old Trafford stadium may soon sport a new name if shirt sponsor Snapdragon pursues its interest in acquiring the venue’s naming rights.
August 13 – Championship side Cardiff City have signed a two-year deal with QuinnBet which will see the Casino Operator sponsor the back of the Bluebirds’ First Team playing shirts starting this season.
August 8 – Sony Interactive Entertainment (SIE) has added another three years to its UEFA sponsorship of the Champions League which it uses to promote its PlayStation brand of products.
August 9 – North Macedonian FC Shkupi has agreed a sponsorship with the Pasha Group hotel chain who will take the front of shirt logo position for the coming season.
August 8 – Liverpool have announced Lucozade as the club’s official sports hydration partner on a multi-year deal as the British drinks brand moves to re-establish its presence with the club, which it first partnered with in 2010.
August 8 – German Bundesliga club Borussia Dortmund have agreed a multi-year premium partner deal with online gaming company StarGames as the online betting platform looks to elevate exposure within the European market with the eight-time Bundesliga champions.
August 7 – Champions League-bound AS Monaco have announced Renault as the club’s major sponsor partner, with the side set to don the Renault logo for all of their upcoming UEFA Champions League and Ligue1 matches this season.