January 8 – Tottenham Hotspur have unveiled a multi-year deal for their first sleeve sponsorship. Online car retail platform cinch will become the club’s Official Sleeve Partner, starting with this weekend’s matches.
January 4 – Jeep has renewed its shirt sponsorship with Italian giants Juventus in a €45 million-per-season, three-year deal running through to the end of the 2023-24 campaign.
December 21 – Premier League Everton have traded on their Colombian links of James Rodriguez and Yerry Mina with the club’s first sponsorship from the country.
December 3 – Sportswear and boot brand New Balance has expanded its partnerships in Japan with the addition of J-League club FC Tokyo in a multi-year sponsorship.
December 3 – Premier League returnees Fulham have agreed a one season deal credit scoring specialist ClearScore as an Official Principal Partner and Sleeve Sponsor.
November 30 – Premier League Leeds United have struck a two-year agreement with consumer electronics brand Hisense who will become an Official Partner of the club.
November 26 – Online trading platform CAPEX.com has become the Official Online Trading Partner of Juventus.
November 24 – The English FA have partnered with the Weetabix Food Company in a three-year deal that will begin in April 2021 and run through 2024 including the men’s Euro finals in 2021 and Women’s Euro in 2022 that will be hosted in England.
November 24 – The ban on betting sponsors in Spain hasn’t stopped clubs selling their overseas inventory with Espanyol having closed a sponsorship agreement in Asia with KTO.
November 16 – La Liga president Javier Tebas has again spoken out of the damage a ban on betting sponsorships will have on club and their ability to trade solvently, especially with the covid crisis preventing fans in stadia for what is likely to be until at least the end of the current season.
October 29 – Women’s Super League side Everton have announced new shirt and sleeve sponsors in time for the Women’s FA Cup Final on Sunday against Manchester City at Wembley.
October 28 – As Europe’s big football markets of the UK, Spain and Italy consider a re-regulation of their gambling rules, so the fast de-regulating US market is seeing a boom in the sports sponsorship opportunities from newly licensed betting operators.
October 28 – Wolverhampton Wanderers have become the latest Premier League club to agree a training kit partnership, announcing Unilever brand Sure as the club’s official training wear sponsor.
October 27 – Premier League champions Liverpool have boosted their deal with AXA who have taken the naming rights to new club’s new Training Centre that becomes operational next month.
October 27 – South Korea’s LG Electronics has become a technology sponsor of LaLiga with the two organisations committing to work together to create new experiences for fans.