Man City agrees Asian sponsosrship with 8XBet
July 5 – Manchester City has teamed up with gambling platform 8XBet as a regional sponsor in Asia.
Sponsorship
Backing the bookies, Antwerp sign betFIRST as main sponsor
July 3 – In a controversial move, Antwerp have signed up BetFIRST as their new, headline sponsor despite the Belgian authorities’ intention to outlaw betting ads by 2025.
Konami picks up video game license and naming rights in multi-part Inter deal
July 4 – Inter Milan has agreed a deal with video gamemaker Konami that will see it become the club’s Global Football Videogame Partner, as well as being designated Youth Development Centre Partner and Training Kit Back Partner.
Spreadex bet on a Sunderland push for the Premier League with 3-year deal
June 30 – Sunderland, better known these days for the club’s Netflix documentary than its football performances, has named betting firm Spreadex as its main shirt sponsor in a three-season deal ending in the summer of 2025.
Qatar Airways makes a big landing on PSG shirt
June 29 – In a move that will only further fuel criticism of PSG’s reliance on Qatar-ownership related sponsorship deals, Qatar Airways has been confirmed as the club’s new shirt sponsor in a multi-year deal.
Puma laces long term AC Milan deal, adding naming rights to youth training complex
June 29 – Serie A champions AC Milan have agreed a long term extension with kit supplier Puma in what is being described as one of the biggest partnerships the club has ever signed.
High Noon for Toon with first Saudi-linked sponsorship?
June 29 – Newcastle United have confirmed Saudi Arabian-based online retailer noon.com as the club’s sleeve partner in a one-season 2022/23 deal.
Bournemouth cash-in on return to Premier League with Dafabet shirt deal
June 28 – Bournemouth, back in the Premier League after two seasons in the Championship, have unveiled online bookmaker Dafabet as the club’s principal partner and front-of-shirt sponsor.
Builders boost sponsorships as Crypto booms and betting partners decline
June 27 – A sponsorship report looking at partnerships across the Big 5 European leagues has tracked more than 7,000 brands and 9,000 deals over the 2021-22 season with construction sector being the most active sponsorship category for the third consecutive season.
LaLiga agrees 5-year global deal with Mahou San Miguel
June 24 – Spanish brewer Mahou San Miguel has agreed a five-season global sponsorship with LaLiga, expanding a relationship with the league that will now span 10 years.
Aston Villa sign Gym+Coffee as official partner of women’s team
June 23 – Aston Villa Women, who are going into their third season in England’s top flight Women’s Super League, have announced Gym+Coffee as a new official partner.
Frito-lay chips in with North American regional sponsorship for Qatar 2022
June 20 – Hard on the heels of the host venues announcement for the 2026 World Cup in the US, Mexico and Canada, FIFA has unveiled US snack brand Frito-Lay as regional sponsor for the Qatar 2022 edition.
Betano expands in Portugal with 4-year FC Porto shirt deal
June 17 – Online bookmaker and gaming site Betano has expanded its sponsorship of Portuguese SuperLiga champions FC Porto to becoming the club’s main partner.
Top two tiers of English women’s leagues rebranded with Barclays title sponsorship
June 10 – The English Women’s Super League will undergo a name change and a brand refresh from the start of next season when Barclays begins its title sponsorship of the top two tiers of the English women’s game.
Everton return to gaming sector and record shirt deal with Stake.com
June 9 – Premier League Everton, who famously trumpeted a move away from online gambling sponsorship on their shirt with the collapse of their SportPesa deal two years ago, have returned to the online betting business announcing a record main partner deal with Stake.com.