July 24 – Budweiser has increased its football sponsorship portfolio in Europe becoming the official beer of LaLiga and the Premier League in what are described as multi-year deals (usually three year-terms for both leagues).
July 17 – Liverpool have expanded their MG Motor sponsorship from a regional focus to seeing the car marque being given the moniker of Official Global Car Partner of Liverpool.
July 12 – Premier League Southampton have renewed Utilita as the club’s Official Energy and Utilities Partner as well as adding Kuflink as the club’s new Official Peer to Peer Investment Partner.
July 11 – Mobile handset brand TECNO has extended its sponsorship of Manchester City that was first signed in December 2016.
July 10 – Following up on their 1XBet has announced a five-year sponsorship deal with FC Barcelona, 1XBet has unveiled a new multi-year partnership with Liverpool. No value or term for the Liverpool deal has been released.
July 10 – Major League Soccer has signed its first spirit sponsor with Captain Morgan becoming the league’s official spiced rum and exclusive spirits partner.
July 7 – With the Women’s World Cup ending in France with a win for the US, Budweiser has announced it is extending its women’s football sponsorship in a multi-year partnership with the National Women’s Soccer League (NWSL), the nine-team professional women’s league in the US.
July 5 – With online bookmakers and Spanish LaLiga clubs speed dating to sponsorships almost daily, 1xBet has announced a five-year sponsorship deal with FC Barcelona.
June 14 – Arsenal have signed VBET as the club’s Official Betting and Gaming Partner in a partnership, which will run until 2022.
June 14 – Aston Villa, £170 million play-off winners, have moved swiftly to sign their first sleeve sponsor. Asian betting firm BR88 will take the position in a one-year deal.
June 14 – France’s Professional Football League (LFP) has announced food delivery service Uber Eats as the new naming rights sponsor of Ligue 1.
June 13 – Fiat has renewed its sponsorship with the Italian Football Federation (FIGC) for another four years.
May 30 – Manchester City have announced a global partnership with Chinese liquor brand JNC which becomes the Club’s Official Baijiu Partner.
May 28 – Online bookmaker Betway has renewed its shirt sponsorship of West Ham for a further six years, an unusually long term for a betting company sponsorship which often are secured on one-season renewable deals.
May 22 – The Spanish Football Federation (RFEF) have moved to end their kit supply deal with German sportswear giant Adidas seven years early.