October 18 – UAE flag carrier Emirates has renewed as Real Madrid’s main shirt sponsor in a four-season deal that will run through to 2026to remain Spanish soccer giants’ main shirt sponsor until 2026.
October 13 – English Premier League Tottenham Hotspur are reported to have held talks with Google about a potential sponsorship of their £1 billion state-of-the-art stadium.
October 9 – Workwear brand Engelbert Strauss has expanded its sponsorships at UEFA to become the official workwear partner of the men’s Euros 2024 in Germany.
September 23 – Football fantasy game and digital player card business Sorare has expanded its deal with Premier League Liverpool, becoming an official global partner.
September 16 – Inter Milan have renewed their official water partnership with Acqua S.Bernardo for a further two seasons.
September 16 – Fan token providers Socios.com have renewed their Official Partner sponsorship of the Ballon d’Or Awards for a second year.
September 12 – Real Madrid have added another three seasons to their sponsorship with Nivea Men, taking the partnership through to 2025.
September 6 – Football Australia have renewed confectionery brand Cadbury as an Official Partner of the national women’s team, the CommBank Matildas, for a further four-years until 2026 – taking them through the home hosting of the women’s World Cup.
September 5 – Turkish Airlines has become a UEFA’s Champions League partner in a one-season deal that will culminate with the final in Istanbul.
September 1 – FC Barcelona has renewed their regional partnership with Scotiabank with a four-season agreement that will run until end June 2026.
August 31 – French club Lille has partnered with 1xBet to become the club’s regional partner in Africa in a three-year agreement.
August 31 – The Argentine Football Association (AFA) is trading on it men’s national team being one of the favourites for the 2022 World Cup, adding motor company GAC-Mitsubishi as a regional sponsor for Asia of the national team.
August 29 – Ahead of a re-regulation of UK gambling sponsorship laws, Premier League Aston Villa have announced Asian online gaming brand Kaiyun as Official Principal Partner and Official Sleeve Partner.
August 22 – Chinese household appliances and consumer electronics manufacturer Hisense has signed a three-season partnership with Serie A’s Chinese-owned Inter Milan.
August 22 – City Football Group-owned Mumbai FC have circumvented Indian regulations on betting advertising with a new shirt sponsorship with Stake News, an affiliate of crypto casino operator Stake.com that uses the same branding.