Coca-Cola trade up sponsorship at Napoli to include training kit
July 9 – Serie A’s Napoli have confirmed Coca-Cola as the club’s Global Training Kit Partner, taking over from eBay.
Sponsorship
Chelsea agree 4-year hotels sponsorship with Singapore’s Ascott
July 9 – Chelsea have announced a new multi-year partnership with Singapore-based hospitality group Ascott.
Crypto-based gaming platform takes Leicester City shirt front
July 8 – Leicester City, returning to the Premier League next season after a year in the Championship, have agreed a multi-year principal partnership with online gaming platform BC.Game.
BPER expands Inter sponsorship with training centre naming rights
July 7 – Inter Milan are moving swiftly under their new ownership and have renewed their sponsorship with bank BPER for a further two seasons and added naming rights to the club’s training centre.
Chelsea Women dial in Three, Crystal Palace women deliver TEN
July 4 – Chelsea Women have signed their first training kit sponsorship deal with Three, marking the inaugural women-specific deal as part of a repositioning of the club’s commercial strategy.
Spurs complete hattrick of BetMGM Premier League sponsorships
July 4 – Tottenham Hotspur have signed a multi-year partnership that will see BetMGM take over from struggling Getir as the front of training wear partner for the club’s men’s team.
Italy’s Serie A gets moving with Enilive title sponsorship
July 4 – Italy’s Lega Serie A has unveiled its new logo incorporating title sponsor Enilive for the first time.
Barca put cash before conscience with 1XBET sponsorship renewal
July 3 – FC Barcelona have extended their deal with 1XBET, which will see the controversial online casino continue as the club’s Global Partner and Official Betting Partner until June 2029.
Ligue1’s Monaco renew AMP shirt sponsorship
July 3 – AS Monaco have extended their current deal with front-of-shirt sponsor AMP Monaco, signing a new agreement with the Monegasque jewellers which is penned to run until 2026.
Liverpool add Husqvarna to sponsorship roster
July 3 – Premier League Liverpool have announced smart mowing and robotic technology specialists Husqvarna to its partnership family for the 2024/25 season.
Ali Koç keeps his car dealership parked on Fenerbahçe shirt
July 3 – Turkey’s Fenerbahçe have extended their main shirt sponsorship with car dealership Otokoç for another year until the end of the 2024/25 season.
Inter sign record breaking shirt deal with Betsson
July 2 – Serie A champions Inter Milan have signed a record-breaking partnership with Betsson Sport, penning a new four-year agreement they said the biggest shirt sponsorship deal in the club’s history.
Online bookie 96.com bets on a Burnley bounceback to Premier League
June 30 – Burnley, relegated from the Premier League last season, have signed a two-year shirt sponsorship deal with online casino and betting platform 96.com.
Tyremaker BKT adds 4 years to Serie B title sponsorship
June 28 – Indian tyre maker BKT has renewed its title sponsorship of Italy’s Serie B – Serie BKT – for a new four-team term starting this coming season and ending in 2028.
Hungry Wolves devour a second betting sponsor with LeoVegas deal
June 28 – Wolverhampton Wanderers have agreed a new multi-year partnership with LeoVegas Group, which will see the group’s sports betting brand BetMGM UK become the club’s official European betting partner for the next two seasons.