August 19 – PSV Eindhoven have partnered with Anycoin Direct in a two-season deal. The Dutch club will be one of the first major football clubs to have an entire sponsorship paid in Bitcoin.
August 19 – US streaming giant Rokuhas taken a one-year sponsorship with Brazil’s São Paulo Futebol Clube, its first step into football club sports marketing in the country.
August 18 – Rwandan President Paul Kagame may be furious with Arsenal’s opening day loss to newly promoted Brentford, but it hasn’t stopped the Rwanda Development Board (RDB) extending its sleeve sponsorship through to 2025, according to reports.
August 18 – Premier League Liverpool have online financial broker, ThinkMarkets, to their sponsorship roster as the club’s new Official Global Trading Partner.
August 17 – Premier League Crystal Palace have secured Facebank as the club’s new sleeve partner in a one-season deal for 2021/22.
August 17 – Online betting brand BK8 has secured five LaLiga club sponsorships for Asia for the new season which kicked off last weekend.
August 16 – Rwandan President Paul Kagame lambasted Arsenal’s dramatic opening-day defeat after the club’s 2-0 loss to newly promoted Brentford. He said Arsenal fans shouldn’t “accept mediocrity”.
August 16 – Blox has teamed up with Ajax to become the club’s official cryptocurrency partner in a three-season deal.
August 16 – While their neighbours in Spain face a crackdown on betting sponsorship, the Portuguese are embracing online bookmaking clients with open arms. The latest is Benfica who have secured their first ever sleeve sponsorship with Betano.
August 16 – Norwich City, who opened their season with a 3-0 home loss to Liverpool, look like they are going to need all the help they get from their new fuelling and hydration partner Lucozade Sport.
August 13 – On the eve of their return to the Premier League, Brentford have announced Australia-based cryptocurrency exchange CoinJar as a premium partner of the club.
August 12 – Premier League Liverpool and Sonos have partnered in a multi-year agreement which will see Sonos become the official sound partner of the Reds.
August 11 – Expedia Group has extended its Champions League partnership with UEFA in a one-season deal for 2021/22.
August 11 – Online bookmaker bwin has unveiled a raft of new football sponsorships for the new season including deals with five German Bundesliga teams as well as the naming rights sponsorship of the Portuguese league.
August 10 – Wolfsburg and Chinese battery manufacturer BAK Battery have teamed up in a bid to develop a more climate-friendly club policy over the next few years.