Hertha Berlin build CG Elementum partnership into 3-year sleeve deal
August 9 – Bundesliga’s Hertha Berlin has signed CG Elementum as the club’s sleeve sponsor for league and cup games with immediate effect.
Sponsorship
Brentford adds online retailer Aosom UK to sponsor roster in 2-year deal
August 9 – Premier League Brentford has added online retailer Aosom UK as an Official Cub Partner in a two-season deal.
Asahi Super Dry joins CFG as global partner across Man City, Melbourne City, Yokohama and Sichuan Jinui
August 5 – Japanese beer brand Asahi Super Dry has become a Global Partner of City Football Group in a multi-year deal.
JD agrees one-year sleeve sponsorship deal with Premier League Saints
August 4 – Premier League Southampton have unveiled sports leisurewear brand JD, as the club’s Official Sleeve partner in a one-year deal for the 2022/23 season.
PSG start new partnership with Russian-linked online bookmaker 1xBet
August 3 – French club Paris Saint-Germain have partnered with online betting platform 1xBet as a regional sponsor in Africa and Asia for the next three seasons.
Man Utd connects with Qualcomm and Snapdragon in multi-year global deal
August 3 – Manchester United have signed a multi-year global partnership with Qualcomm Technologies that will focus on promotion of the company’s Snapdragon brand.
LaLiga agrees title sponsorship deal with EA Sports FC as sun sets on FIFA esports franchise
August 23 – Spain’s LaLiga has unveiled EA Sports, and it’s renamed EA Sports FC video game title, as the naming rights partner for the league once the current deal with Santander expires at the end of the 2022/23 season.
Leeds renew Boost Drinks in 3-year deal
August 1 – Premier League Leeds United have opened a new sponsorship category – Gold Tier Partner – with Boost Drinks becoming the first to take up the new designation.
Brentford unveil Gtech as stadium naming rights partner
July 29 – Premier League Brentford have unveiled Grey Technology Limited (Gtech), as the naming rights sponsor of their stadium in a 10-year deal.
De Walt takes Bournemouth sleeve in one-season deal
July 28 – AFC Bournemouth, returning to the Premier League after two seasons in the Championship, have secured a one-season sleeve sponsorship with power tool manufacturer DeWalt.
Aston Villa go local with Homserve partnership
July 28 – Aston Villa has announced locally-based businesss Homeserve as a new club partner.
Fulham bank W88 shirt sponsor cash ahead of Premier League vote on betting sponsorships
July 26 – Fulham have squeezed in a one-year shirt sponsorship deal with online betting firm W88. The agreement comes ahead of an expected pact within the Premier League clubs to phase out betting company shirt front advertising in a bid to win favour with UK regulators ahead of the review of gambling laws.
Sea-gull times its landing on Grasshopper Zurich shirt with global push
July 26 – In the Swiss equivalent of taking coal to Newcastle, Chinese watch brand Sea-gull has taken the shirt sponsorship of Swiss top tier Grasshopper Club Zurich.
Real Madrid signs 3-year global sponsorship with Cantabria Labs
July 22 – Real Madrid have agreed a three-year partnership with skincare brand Cantabria Labs that covers the club’s men’s and women’s teams.
FC Dallas in hunt for new shirt sponsor as post-covid rethink forces MTX out 5 years early
July 21 – MLS side FC Dallas, who play in Frisco, are looking for a new shirt sponsor following the cancellation of a seven-year deal with MTX, a local technology transformation company.