September 11 – US confectionary giant Mondelēz International has continued to spend its European marketing dollars on football with the announcement that it will become an official partner of Germany’s Bundesliga and Bundesliga 2.
September 10 – Premier League Tottenham Hotspur, known for their well-heeled City of London working fans, have a new trading platform for them to play on.
September 10 – LaLiga has signed a new agreement with online betting platform M88 to become the league’s Official Regional Betting Partner in Asia.
September 10 – Swiss luxury watch brands are timing their assault on the Premier League and its clubs with precision.
September 9 – The Premier League has unveiled Swiss luxury watchmaker Hublot as its new Official Timekeeper from the start of the 2020/21 season.
September 8 – AC Milan, which has renewed focus on creating regional sponsorships, has signed a three-year deal with casino and sportsbook operator Yabo Sports as an official regional partner across Asia.
September 8 – Premier League Leicester City, whose owners King Power completed the acquisition of the women’s team of the same name last month, have signed the first major sponsor for their new team in health and life insurance firm Vitality.
September 8 – Fulham, back in the Premier League at the first time of asking, have confirmed online bookmaker BetVictor as the club’s main sponsor.
September 7 – FIFA’s top ranked national team Belgium have renewed their kit partnership with Adidas, taking them through to 2026.
September 7 – Chocolate brand Cadbury has added a fourth Premier League club to its sponsorship roster, becoming Liverpool’s first Official Global Chocolate Partner.
August 28 – The Premier League is coming under government pressure to make more live games available to fans while stadia remain closed.
August 28 – Manchester City who just avoided falling foul of the ‘buy now, pay later’ mentality when it won its CAS appeal against UEFA’s sanction for overspending and breaking its financial fair play rules, has somewhat appropriately signed a new financial sponsor who offers exactly that kind of consumer service.
August 27 – Premier League champions Liverpool has expanded its partnership with Petro-Canada Lubricants to include parent company HollyFrontier.
August 26 – US food and beverage giant PepsiCo has taken a deep step into the women’s game in Europe with the signing of a five-year sponsorship running through to the end of the 2025 season.
August 26 – Premier League Southampton have signed a one-year shirt sponsorship with cryptocurrency-based sports betting platform Sportsbet.io.