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.
July 7 – AS Roma and Hyundai Motor have extended their partnership with the car manufacture becoming the club’s main global partner for next season.
July 7 – Concacaf are building on their links with Qatar with Qatar Airways committing to a confederation-wide partnership that sees the carrier becoming the Official Airline of the 2021 Concacaf Gold Cup that completed its final preliminary qualifying rounds last night in Fort Lauderdale, Florida.
July 6 – Norwich City, who have bounced back to the Premier League after a season in the English Championship, have unveiled Joma as the club’s new technical kit partner, in what the club says is a record-breaking sponsorship deal, believed to be worth £5 million a season.
July 6 – Ukraine, whose national team had a strong run in Euro 2020 to the quarter finals, has sold the title sponsorship to its top tier Ukrainian Premier League (UPL) to online bookmaker VBET.
July 5 – Sportswear challenger brand Castore have signed their second Premier League club in Newcastle United, taking the kit supply deal for the north east England club off Puma in a deal believed to worth at least £5 million a year.
July 1 – Adidas have renewed their kit deal with Portuguese giants Benfica for a further six years, taking them through to the end of the 2026/27 season.
July 1 – Investment platform eToro has traded up at AS Monaco, moving from being a club partner to principal partner and taking the club’s main shirt sponsorship.
June 30 – From Euro 2020 to Wrexham. TikTok has taken the shirt sponsorship of the Welsh side that plays in the fifth tier English National League but has become better known for attracting Hollywood A listers Rob McElhenney and Ryan Reynolds as owners.
June 28 – Manchester City, owned by the UAE’s City Football Group (CFG), has gone closer to home with its latest sponsorship. Expo 2020 Dubai has been designated the club’s Official Exhibition partner.