June 24 – Thai energy drink Carabao has added another two years to its title sponsorship of the English Football League’s cup competition – the Carabao Cup – taking the partnership through to the end of the 2023-24 season.
June 24 – Molten has renewed its partnership and licensing agreement with the Asian Football Confederation (AFC) making it the Official Match Ball Supplier for 2021 for national team and club competitions.
June 23 – Aston Villa have landed China-based online betting firm OB Sports as their new sleeve sponsor for the 2021/22 season.
June 22 – Premier League Liverpool FC have a new global partner with Kodansha, becoming the club’s official Publication Partner.
By Andrew Warshaw
June 18 – Teams at Euro 2020 have been warned about their contractual obligation to sponsors after both Cristiano Ronaldo and Paul Pogba removed official drinks bottles at press conferences.
June 18 – The blockchain-based Fan Token platform Socios.com has added LaLiga’s Valencia CF to their roster of clubs in a deal that will see the $VCF promoted on the front of the club’s shirt for the 2021-22 season.
June 18 – The European Leagues association has stepped into the broadcast rights representation business with the bundling of nine of its members into a broadcast package for international television.
June 16 – The Asian Football Confederation (AFC) has reportedly signed Chinese dairy products company Yili Group as a sponsor for its national team competitions for the 2021-24 cycle.
June 17 – England fans are not only drinking in the atmosphere of being back at Wembley, they are also, literally, drinking the pitch.
June 17 – The Asian Football Confederation (AFC) has continued filling in its global TV distribution map with the announcement that PSM will be their new media partner in Maldives.
June 16 – A new survey released this week suggests that the Big 6 clubs who pursued new European Super League (ESL) riches should be looking closer to home for a significant and less stressful push for more money.
June 16 – Serie A’s AC Milan have signed a new licensing partnership with UK fintech company Repx, which will see the launch of a new debit card on the Repx platform.
June 15 – UEFA has agreed a five year global partnership for blockchain technology with AntChain, the blockchain subsidiary of Ant Group which also owns AliPay, who are already three years into an eight year sponsorship with UEFA.
June 15 – Argentina and FC Barcelona star Lionel Messi will be a brand ambassador for Hard Rock in a five-year deal to mark the 50th anniversary of the brand.
June 14 – Norwich City fans have objected to the club’s new shirt sponsor BK8 forcing the club to drop its £5 million one year deal with the online bookmaker just five days after announcing the record deal.