May 7 – Italy’s Serie A has become the first football league to embrace the potential of cryptocurrency, unveiling Crypto.com as a partner and launching the collaboration at the Atalanta vs Juventus Coppa Italia final (May 19) with a special NFT collection, including the official trophy and match highlights.
May 7 – Musician Ed Sheeran has become a shirt sponsor of Ipswich Town, once a powerhouse of the English game but in modern times a middling League one club.
May 7 – Bayern Munich and Canadian starAlphonso Davies has become one of the world’s first players to embrace cryptocurrency opportunities with the planned launch of a Non-Fungible Token (NFT) collection in June 2021.
May 6 – US broadcaster Fox Sports has added English language rights for Conmebol’s competitions in a six-year deal.
May 6 – Scottish champions Rangers have renewed their shirt sponsorship with Kindred Group betting brand 32Red in what the club is saying is a record deal.
May 5 – Logistics giant FedEx has added the UEFA Champions League to its Europa League and National Team sponsorships in a three-season deal giving it coverage across all of UEFA’s men’s competitions.
April 30 – The Walt Disney Company will shut down Fox Sports Asia this year, bringing to an end the existence of one of the continent’s longest-standing sports broadcasters.
April 29 – Chinese consumer electronics company Hisense is returning as a World Cup sponsor for the Qatar 2022 edition, having debuted with FIFA in Russia in 2017 and 2018.
April 28 – The Premier League’s underpinning £1.5 billion domestic TV rights deals could be rolled over for at least another two years if government agrees to waive any competition law concerns.
April 28 – The preference for longer term broadcast deals is increasing with Germany’s Bundesliga agreeing a deal with Nordic Entertainment Group (NENT) that will run through to 2029.
April 28 – Broadcaster Premier Sports has added the title sponsorship of the Scottish League Cup to its exclusive broadcast rights deal in an agreement that will run for at least two years and see the knockout competition renamed the Premier Sports Cup.
April 28 – The recent launch of the Premier League Hall of Fame with Alan Shearer and Thierry Henry as the first inaugural inductees, has been followed up by a fan vote for the next six legends to be inducted.
April 28 – Angel City FC who made headlines worldwide at their launch with their big hitting all-female ownership group, has hired the UK-based Women’s Sports Group (WSG) to work with club to build the brand.
April 27 – MLS side FC Cincinnati has sold naming rights to their new $250 million stadium to Total Quality Logistics (TQL), a Cincinnati business.
April 27 – The Asian Football Confederation (AFC) has increased distribution in Africa of its major competitions with the announcement of StarTimes as its new media partner in Sub-Saharan Africa for 2021.