May 26 – Australia’s men’s and women’s top tier leagues have agreed their first major commercial partnership since taking control of their rights from the national federation, securing a five-year $155.5 million broadcast deal.
May 25 – The US Soccer Federation (USSF) is cutting ties with commercial agency Soccer United Marketing (SUM), essentially ending a conflict of interest that has increasingly become uncomfortable for the governing body.
May 24 – Fast growing British sportswear brand Castore, founded in 2015, have signed their first Premier League partnership with Wolverhampton Wanderers, replacing Adidas as the club’s kit and apparel partner.
May 24 – Leicester City, who narrowly missed out on a Champions League spot, have scored what the clubs says is a record new shirt sponsorship with global online trading company FBS becoming the principal club partner.
May 21 – With lockdown easing and travel possibilities re-opening, accommodation search platform trivago has booked a sponsorship with Premier League Chelsea, becoming the club’s Official Training Wear Partner.
May 20 – Scotland’s SPFL has embraced new broadcast technologies commissioning production company QTVto deliver a remote production solution that will cover 142 Scottish Premiership matches per season.
May 20 – LaLiga are expanding their Microsoft partnership, announcing the tech giant as LaLiga’s global Tech and Innovation Partner.
May 19 – beIN Sports has extended its broadcast rights deal with Spain’s LaLiga for the French market until 2024.
May 18 – Serie A has completed its domestic broadcast deals for the next three seasons, with Sky Italia picking up the remaining package of live rights for €85 million for the 2021-22 season.
May 18 – Liverpool, energised in their pursuit of Champions League qualification by the drama of the added time winning header by goalkeeper Alisson on Monday night, have been given further fuel with a new partnership with global energy drink company, Predator Energy.
May 18 – Blackburn Rovers have a new kit supplier after agreeing a five-year deal with Italian sportswear provider Macron. The Italian sportswear brand will replace Umbro from the start of the 2021/22 season.
May 17 – Global payment and technology provider Mastercard is joining the National Women’s Soccer League as an official partner in a multi-year deal.
May 14 – Socios.com have expanded their blockchain driven Fan Token cryptocurrency platform from clubs to national federations, with The Argentine Football Association (AFA) being the first to sign on for the launch of the national team’s Official $ARG token.
May 14 – LaLiga has signed an 8-year deal with the streaming arm of US sports broadcaster ESPN. The deal covers English and Spanish language rights.
By Samindra Kunti
May 12 – The Premier League is set to be given government approval to roll over its existing television deal with domestic broadcasters for a further three years, with the league claiming that “the renewals will provide financial certainty to clubs throughout professional football”.