July 27 – Leicester City have announced a one-season partnership with Tourism Authority of Thailand to launch the ‘Thailand Smiles With You’ campaign and promote the country as a tourist destination as it recovers from the effects of the pandemic.
July 22 – Globalisation and digital media have rapidly changed the market for top tier football sponsorship. That market is now being challenged again by the coronavirus pandemic.
July 22 – Leeds United, back in the English top flight for the first time in 16 years next season, have announced a “record-breaking” official kit partnership with Adidas.
July 16 – Real Madrid will have a new official bank from the start of the 2020/21 season. An agreement with Liberbank will see the financial institution take over from Caixabank.
July 13 – Inter Milan have announced their first sleeve sponsorship with Australia-based currency broker IC Markets, an online provider of FX services and ECN trading capabilities.
July 9 – After a one-season separation, Juventus and Cygames are back together with the Japanese video game developer taking the Italian champions’ back-of-shirt position.
July 3 – Gambling sponsorship on football shirts in the UK should be banned as a deterrant to young people being lured into betting, a British House of Lords report has recommended.
July 2 – At last good news for French league football. Online bookmaker Betclic has agreed a three-season deal to become a marquee partner of the Ligue de Football Professional’s (LFP) Ligue 1 and Ligue 2 championships.
June 30 – The European Sponsorship Association (ESA) has released results from the second edition of its ESA Sponsorship Sentiment Tracker, indicating that there is a growing confidence in the sponsorship business as coronavirus lockdown is eased across Europe.
By David Owen
June 29 – Aston Villa, the famous old Birmingham-based club currently lying next to last in the Premier League table, have signed online car retailer Cazoo as their new shirt sponsor and “principal partner”.
June 9 – Former women’s Ballon d’Or winner and Norwegian star striker Ada Hegerberg has signed a long-term deal with sportswear giant Nike.
June 9 – Premier League Everton have announced a replacement for front of shirt sponsor betting brand SportPesa. On-line car sales site Cazoo will take the premium position in a three-year deal reportedly worth £27 million.
June 8 – AXA is to become the title sponsor for the Swiss women’s league after signing a two-year deal with the Swiss Football Association (SFA).
June 3 – Vodafone are giving up the shirt sponsorship of Turkish giants Beşiktaş from next season, but are retaining the naming rights to the club’s stadium that were agreed as part of 10-year $145 million deal in 2013.
June 2 – Premier League Bournemouth have ended their shirt sponsorship with Asian online bookmaker M88 following the launch of a Gambling Commission investigation into the betting site and associated brands operated by parent company Mansion Europe.