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 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.
May 11 – Atletico Madrid look set to replace Plus500 with cryptocurrency trading platform WhaleFin as their new main shirt sponsor from next season.
May 9 – Indian tire manufacturer BKT has renewed its global sponsorship with LaLiga for a new three-year term which will run until the end of the 2024/2025 season.
May 5 – African financial services platform Mukuru has secured the sleeve sponsorship of Crystal Palace in the Premier League and a naming rights deal for the top Malawi Super League Team, The Mighty Wanderers FC.
May 4 – Italy’s Serie A has signed and the online sales and auction platform eBay as an official partner across all its competitions.
April 14 – Online footwear, apparel and accessories retailer GOAT will be Paris Saint-Germain’s new sleeve sponsor from the start of next season but joins the club as an official partner immediately.
April 14 – Online car retailer Cazoo, which has been driving its expansion across Europe through football club marketing, has announced its first sponsorship in the German Bundesliga with SC Freiburg.
April 13 – Business and accountancy software specialists Xero have signed on as a FIFA Women’s Football Partner in a multi-year deal that starts in 2023 and covers the World Cup Australia & New Zealand 202, as well as the 2024 and 2026 editions of the FIFA U-20 Women’s World Cup and the FIFA U-17 Women’s World Cup.