SportPesa pulls out of Kenyan sponsorships after regulators crackdown on betting taxes
August 12 – Betting giant SportPesa has pulled the plug on all its sports sponsorships in Kenya after a prolonged tax dispute with local authorities.
Sponsorship
Brighton soar with £100m American Express renewal
August 12 – Premier League Brighton and Hove Albion have renewed their main sponsorship with American Express in a 12-year £100 million deal that includes the continuation of the naming rights to Brighton’s stadium as well as the financial services providers’ name on the front of the club shirt.
Leicester City cash in with Xpress Money partnership
August 9 – Xpress Money have become Premier League Leicester City’s official money transfer partner.
Lotus accelerate international brand push with Norwich City deal
August 8 – Premier League returnees Norwich City have announced car manufacturer Lotus as a club partner in a new multi-year deal.
Leasing.com takes title sponsorship of EFL Trophy in 3-year deal
August 6 – The English Football League has announced Leasing.com as the title sponsor of the EFL trophy, its cup competition that sees League One and League Two clubs compete with Premier League U-21 teams.
Bullish eToro trades up with Everton and Aston Villa deals
August 6 – Trading platform eToro has added Everton and Aston Villa to its sponsorship roster, taking the number of Premier League teams it has deals with to six, including Crystal Palace, Leicester City, Southampton and Spurs.
Indian beer brand Kingsfisher makes Premier League debut with the Saints
July 29 – Leading Indian beer brand Kingfisher has made its first foray into Premier League football becoming the Official Beer partner of Southampton in what is described as a “multi-year” deal.
Dilly Dilly. Bud pours itself into LaLiga and Premier League deals
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).
MG goes full throttle with Liverpool to take on global partnership
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.
Saints renew Utilita and add Kuflink to sponsor roster
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.
TECNO dials in Man City with new deal and Indian focus
July 11 – Mobile handset brand TECNO has extended its sponsorship of Manchester City that was first signed in December 2016.
Liverpool joins Barca and Spurs on 1XBet sponsor roster
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.
Captain Morgan opens up MLS market with as league’s first spirits sponsor
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.
Budweiser keep their eye on the US women with first NWSL deal
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.
Barca get bookie backing from 1xBet in 5-year deal
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.