July 28 – Workwear specialist Engelbert Strauss has signed a three-year UEFA Europa League and UEFA Europa Conference League partnership that will through to the end of the 2024 season.
July 27 – Autohero have teamed up with French champions Paris Saint-Germain in a multi-season agreement.
July 26 – Borussia Dortmund has added sweet (candy) brand RIESEN to its North American sponsorship portfolio in a two-year deal.
July 27 – Fulham, who are looking to bounce back to the Premier League after relegation last, have signed UK financial trading and sports betting firm Spreadex as a principle partner for the next two seasons.
July 26 – Dutch club Ajax Amsterdam and Coca-Cola have signed a sponsorship and ‘pouring’ deal for three seasons.
July 26 – Kumho Tyre has agreed a long-term extension to its Official Tyre Partner status with Premier League Tottenham Hotspur which began in 2016.
July 23 – Premier League Watford, returning to the top flight after just a year in the Championship, have signed a record multi-year partnership with crypto casino and sports betting platform Stake.com.
July 21 – Premier League club Burnley FC has named spread betting firm Spreadex as the its new principal front-of-shirt sponsor.
July 16 – Premier League newcomers Brentford have announced SafetyCultureas the club’s first sleeve sponsor in an initial two-season deal.
July 16 – The Argentina Football Association (AFA) have sold the naming rights to their top tier league to their crypto fan token partner Socios.com. The one-year deal will see the league renamed the Torneo Socios.com.
July 16 – Inter Milan’s technology partner Lenovo has expanded its relationship with the club to become its back-of-shirt sponsor in a reported #3 million a year deal.
July 15 – Astropay has taken over the sleeve sponsorship of Premier League Burnley’s shirt for the 2021/2022 season, and becoming the clubs Official Payment Solutions Partner.
July 15 – UEFA Women’s Football has added medicines producer Grifols as its exclusive healthcare company partner in a four-year deal.
July 12 – French Ligue 1 club AS Monaco – which has been targeting an expansion of its regional marketing partnership base – has signed a two year deal with AYX, a sports data and entertainment company, to be the club’s regional partner in Asia.
July 9 – Premier League Norwich City, who in the last 10 days have announced Lotus as their new shirt sponsor and Joma as their new kit supplier, have now added sports and leisure retailer JD as their shirt sleeve partner for the 2021-22 season.