Liverpool refuels expanded HollyFrontier sponsorship
August 27 – Premier League champions Liverpool has expanded its partnership with Petro-Canada Lubricants to include parent company HollyFrontier.
Sponsorship
UEFA unbottles 5-year PepsiCo deal for Women’s competitions
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.
Saints dump shirt sponsor LD Sports as Sportsbet.io take a one-year punt
August 26 – Premier League Southampton have signed a one-year shirt sponsorship with cryptocurrency-based sports betting platform Sportsbet.io.
JD Sports takes Leeds United sleeve patch in one season sponsorship
August 25 – Sports fashion retailer JD Sports has become the first official sleeve sponsor for Premier League returnees Leeds United in a one-season deal for 2020/21.
eToro pushes digital with sleeve sponsorship of AS Monaco’s esports team
August 24 – Trading platform eTorohas expanded its football marketing activity into France taking the left sleeve sponsorship patch on the AS Monaco Esports shirt in a two-year deal.
AS Monaco signs on-line gambler VBET two-year deal
August 20 – Ligue 1’s AS Monaco have signed online bookmaker VBET as a partner in a two-year deal.
Atalanta trade up with Plus500 taking over shirt sponsorship
August 19 – Serie A’s Atalanta, whose fairy tale journey to the quarter finals of the Champions League was ended in the dieing minutes by PSG, has found consolation with a new main club sponsor.
LaLiga’s Granada renews Winamax short deal as appeal against gambling ad ban goes to EU
August 19 – Despite the strong threat of LaLiga’s clubs being prevented earning sponsorship income from the gaming and betting sector, another club has announced an online gambler as its main shirt sponsor.
Armenian League, ravaged by match-fixing, secures record betting sponsorship with VBET
August 17 – Armenian football, which has been so plagued by match-fixing that it abandoned its second tier league, has announced a new sponsorship deal with online bookmaker brand VBET, owned by BetConstruct.
Tunisia’s Club Africain lands Qatar Airways deal
August 17 – Qatar Airways has added Tunisia’s Club Africain to its growing global sponsorship portfolio in a new 3-year deal.
Mondelēz takes its Willy Wonka act to Arsenal with Cadbury’s deal
August 17 – Confectionary business Mondelēz International has added a fourth Premier League club to its sponsorship roster, with its Cadbury brand becoming the Official Snacking Partner of Arsenal.
Western Union transfers its cash out of Liverpool deal with two years left on deal
August 14 – Western Union have pulled out of their shirt five-year sleeve sponsorship with Premier League champions Liverpool with two seasons left on the deal.
Atalanta secure bank and stadium cash with Intesa Sanpaolo as they ready for PSG clash
August 12 – Serie A’s Atalanta, who face PSG in the quarter finals of the Champions League tonight, have unveiled Intesa Sanpaolo as a club sponsor and banking partner who lead on the financing of a €40 million stadium redevelopment.
Real Betis secure two-year record deal with Betway, if regulators allow
August 12 – With doubts still remaining over whether LaLiga clubs will be able to take shirt sponsorship from betting brands, Betway has announced a new agreement with Real Betis, a record for the club.
Leeds United go all-in with SBOTOP betting brand’s record £6m shirt sponsorship
August 11 – Newly promoted Leeds United, back in the Premier League after a 16-year absence, have unveiled online betting brand SBOTOP as the club’s new shirt sponsor.