Sokin expands into France with first Ligue1 deal with AS Monaco
June 8 – Financial technology specialist Sokin has added Ligue1 club AS Monaco to its sponsorship roster in a three-year partnership.
Sponsorship
Norwich City gear up for Premier League return with BK8 shirt sponsorship
June 8 – Premier League returnees Norwich City will be arriving back in the top tier with a new shirt sponsor. Online betting brand BK8 Sports will be the club’s new principal partner in a one-season deal estimated at £4 million.
Saints double up on shirt sponsors with Utilita pluging in to Junior Kit deal
June 6 – Premier League Southampton now have two shirt sponsors. While the club has just entered the second year of shirt sponsorship of its first team kit with sportsbet.io, the Saints’ energy partner Utilita, has become the club’s first Junior Kit Partner.
Leicester City score record shirt sponsorship with online financial trader FBS
May 24 – Leicester City, who narrowly missed out on a Champions League spot, have scored what the clubs says is a record new shirt sponsorship with global online trading company FBS becoming the principal club partner.
Trivago books space on Chelsea training kit in multi-year deal
May 21 – With lockdown easing and travel possibilities re-opening, accommodation search platform trivago has booked a sponsorship with Premier League Chelsea, becoming the club’s Official Training Wear Partner.
Liverpool fuel global sponsorship roster with Predator Energy deal
May 18 – Liverpool, energised in their pursuit of Champions League qualification by the drama of the added time winning header by goalkeeper Alisson on Monday night, have been given further fuel with a new partnership with global energy drink company, Predator Energy.
Mastercard partners with NWSL and drives gender equity platform
May 17 – Global payment and technology provider Mastercard is joining the National Women’s Soccer League as an official partner in a multi-year deal.
Everton sign new partnership with fintech specialists Sokin
May 12 – Premier League Everton have signed fintech business Sokin as the club’s Official Global Payments Partner.
Man Utd fans hit club where it most hurts as THG rethink £200m deal
May 10 – While the sanctions issued by UEFA to the European Super League rebel clubs are being regarded by many, in the Premier League in particular, as nominal, Manchester United face a far more financially painful outcome with the loss of the club’s training kit sponsorship.
Sheeran and Ipswich Town strike an accord with one-season shirt deal
May 7 – Musician Ed Sheeran has become a shirt sponsor of Ipswich Town, once a powerhouse of the English game but in modern times a middling League one club.
SPFL winners Rangers agree record shirt deal with Kindred Group betting brands
May 6 – Scottish champions Rangers have renewed their shirt sponsorship with Kindred Group betting brand 32Red in what the club is saying is a record deal.
Hisense returns to World Cup action with Qatar 2022 deal
April 29 – Chinese consumer electronics company Hisense is returning as a World Cup sponsor for the Qatar 2022 edition, having debuted with FIFA in Russia in 2017 and 2018.
Premier Sports doubles up in Scotland adding title sponsorship to League Cup TV rights
April 28 – Broadcaster Premier Sports has added the title sponsorship of the Scottish League Cup to its exclusive broadcast rights deal in an agreement that will run for at least two years and see the knockout competition renamed the Premier Sports Cup.
FC Cincinnati signs TQL as naming rights partner for new $250m stadium
April 27 – MLS side FC Cincinnati has sold naming rights to their new $250 million stadium to Total Quality Logistics (TQL), a Cincinnati business.
MLS sign P&G corporate deal in advance of season kick-off
April 14 – With the MLS season kicking off on Friday, the league has announced a five-year deal sponsorship with Procter & Gamble, reportedly worth $80-100 million.