eToro renews Everton and West Ham deals
July 23 – Online trading platform eToro has completed a double sponsorship swoop in the Premier League, signing multi-year partnership extensions with both Everton and West Ham United.
Premier League
Arsenal let Guinness sponsorship settle across 80+ markets
July 23 – Starting with the 2025/26 campaign, Guinness, the iconic Irish stout becomes Arsenal’s official beer partner, marking Guinness’ biggest play yet in top-tier football. This deal stretches across 80-plus global markets.
Liverpool’s Asian adventure takes flight, powered by JAL
July 23 – While the bulk of England’s Premier League clubs appear to be heading for pre-season in the US, Premier League Champions Liverpool are in Asia, powered by Japan Airlines, and are being given the extra-special treatment as JAL didn’t just transport the squad to Hong Kong and Yokohama; they delivered them with ‘omotenashi’ – that uniquely Japanese concept of exceptional hospitality that goes beyond service into genuine care.
English regulator to begin work this year
July 22 – The UK Government has confirmed the creation of an Independent Football Regulator (IFR) after the Football Governance Act received Royal Assent on Monday, completing its passage into law.
Arteta’s latest statement on Partey raises questions
July 22 – Mikel Arteta’s emphatic “100%” confidence that Arsenal handled the Thomas Partey situation correctly invites uncomfortable comparisons with how Manchester United navigated their Mason Greenwood crisis.
Burnley looking to build on X factor
July 21 – Burnley, returning to the Premier League this season after a year in the EFL Championship, have struck a multi-year deal with social media giant X, becoming the club’s first-ever “strategic digital platform partner” in a move aimed at supercharging their online presence.
Man Utd to paint Niagara Falls red
July 21 – Manchester United are about to turn one of the world’s most iconic natural wonders into their personal billboard, with Niagara Falls set to be bathed in Old Trafford red as part of a jaw-dropping fan activation.
One table they are topping: Man Utd fans lead arrest charts
July 18 – Manchester United fans were arrested more than any other club in the country last season, according to new Home Office data that brings back memories of the hooliganism problem that blighted the club in the 1970s.
Topps is back in the Premier League game
July 18 – Trading card titans Topps have announced their return as official Premier League licensees for the 2025/26 season, bringing with them seven decades of collector obsession and a product line that promises to deliver something special to football fans.
Bournemouth unveil schedule for £80m+ stadium upgrade
July 18 – Premier League Bournemouth have unveiled further plans for the redevelopment of their home ground, the Vitality Stadium, with an expansion that will see capacity rise to approximately 20,200.
Black Knight group leverage SBK sponsorship on to Bournemouth training kit
July 18 – AFC Bournemouth have secured SBK as their official training wear sponsor for the 2025/26 season.
Saints expand Garmin sponsorship to sleeve, with added focus on performance
July 18 – Southampton Football Club have announced the extension of its partnership with Garmin, elevating the fitness technology company to Official Men’s Sleeve Sponsor for the 2025/26 season.
CFG lock down Puma with £1bn Man City kit deal
July 16 – Manchester City have signed a new kit deal with Puma worth a reported £1 billion, making it the most lucrative agreement of its kind in English football history.
Arsenal let the train take the strain for Man Utd opener
July 16 – Arsenal are laying down tracks – literally – in their bid to improve both the away day experience and their environmental credentials, launching a dedicated supporter train for their Premier League season opener against Manchester United next month.
Lubner and Vaughn take minority stakes in Brentford
July 15 – Brentford FC have brought in British philanthropist Gary Lubner and filmmaker Sir Matthew Vaughn as minority shareholders through their investment in Best Intentions Analytics, the holding company for the Premier League club.