July 6 – Norwich City, who have bounced back to the Premier League after a season in the English Championship, have unveiled Joma as the club’s new technical kit partner, in what the club says is a record-breaking sponsorship deal, believed to be worth £5 million a season.
July 6 – Ukraine, whose national team had a strong run in Euro 2020 to the quarter finals, has sold the title sponsorship to its top tier Ukrainian Premier League (UPL) to online bookmaker VBET.
July 5 – Sportswear challenger brand Castore have signed their second Premier League club in Newcastle United, taking the kit supply deal for the north east England club off Puma in a deal believed to worth at least £5 million a year.
July 1 – Adidas have renewed their kit deal with Portuguese giants Benfica for a further six years, taking them through to the end of the 2026/27 season.
July 1 – Investment platform eToro has traded up at AS Monaco, moving from being a club partner to principal partner and taking the club’s main shirt sponsorship.
June 30 – From Euro 2020 to Wrexham. TikTok has taken the shirt sponsorship of the Welsh side that plays in the fifth tier English National League but has become better known for attracting Hollywood A listers Rob McElhenney and Ryan Reynolds as owners.
June 28 – Manchester City, owned by the UAE’s City Football Group (CFG), has gone closer to home with its latest sponsorship. Expo 2020 Dubai has been designated the club’s Official Exhibition partner.
June 25 – French Ligue1 Olympique Lyonnais have signed MG Motor France as a major partner in a three-year deal starting with the 2021-22 season.
June 24 – Thai energy drink Carabao has added another two years to its title sponsorship of the English Football League’s cup competition – the Carabao Cup – taking the partnership through to the end of the 2023-24 season.
June 23 – Aston Villa have landed China-based online betting firm OB Sports as their new sleeve sponsor for the 2021/22 season.
June 22 – Premier League Liverpool FC have a new global partner with Kodansha, becoming the club’s official Publication Partner.
By Andrew Warshaw
June 18 – Teams at Euro 2020 have been warned about their contractual obligation to sponsors after both Cristiano Ronaldo and Paul Pogba removed official drinks bottles at press conferences.
June 14 – Norwich City fans have objected to the club’s new shirt sponsor BK8 forcing the club to drop its £5 million one year deal with the online bookmaker just five days after announcing the record deal.
June 10 – The Scottish Professional Football League (SPFL) has unveiled online used car marketplace cinch as its new title sponsor in a five-year deal it is saying is the biggest the SPFL’s history.
June 10 – With all the nervousness surrounding the staging of the Copa America in Brazil and the pull out of sponsors Mastercard and Ambev, support for the international game on the continent has been found via LATAM Airlines who have signed on as the official airline of the Chilean national soccer team.