March 3 – Russian online bookmaker Fonbet has signed a long-term partnership with French giants Paris Saint-Germain to become the club’s official betting partner across Russia and the CIS region.
March 2 – US sportswear brand New Balance has extended its current sponsorship agreement with France’s Ligue 1 leaders LOSC LILLE.
February 25 – It isn’t quite the coffee-ground eco shirt of Forest Green Rovers, but Premier League Tottenham Hotspur have announced a new partnership with a London battery technology company as part of the club’s plans to become carbon neutral.
February 24 – Forest Green Rovers, the English fourth-tier club that is powered by renewable energy, serves vegan food to players, staff and fans and prides itself on being the “greenest” club in the world, have launched a new team shirt partly made of coffee waste.
February 25 – Short-form video-sharing app TikTok has agreed a multi-year partnership with MLS team Portland Timbers and the club’s NWSL side Portland Thorns FC.
February 24 – Pepsi MAX is using its Champions League sponsorship to activate its new football ad campaign ‘Music Keeps Us Fizzing’.
February 23 – Real Madrid have reportedly held “advanced talks’” with Saudi Arabia’s state-owned Qiddiya over a potential lucrative ten-year €150 million sponsorship deal.
February 23 – Korea’s K League is launching a dedicated OTT platform for its top two leagues ahead of the start of the 2021 season that kicks off February 27.
February 22 – UEFA has announced that Qatar Airways as the official airline of this summer’s Euro 2020 tournament.
February 18 – Ligue 1’s AS Monaco will become the first French club to launch on Japan’s Line social media platform when the club face Paris Saint-Germain this Sunday.
February 17 – Barcelona and Beko have extended their partnership by a year, but the parties have dropped the sleeve sponsorship rights in a re-worked sponsorship agreement.
February 16 – New Balance are to take over as AS Roma’s kit supplier from the start of the 2021/22 season, the first Serie A club to join the US leisurewear company’s team roster.
February 15 – The Mediapro Group have picked up the international rights to Concacaf’s club and national team competitions outside of the North America, Central America and the Caribbean region.
February 12 – French professional football has been thrown a lifeline by broadcaster beIN SPORTS France who have done a deal with Canal+ for the domestic rights to Ligue 2 in France until the end of the season.
February 12 – Tottenham Hotspur have appointed a former NFL executive as the club’s first chief commercial officer with the specific task of securing a naming rights deal for their state-of-the-art but currently under-used stadium.