Adidas adds another six years to Belgian kit sponsorship
September 7 – FIFA’s top ranked national team Belgium have renewed their kit partnership with Adidas, taking them through to 2026.
Football Marketing
Liverpool becomes Cadbury’s fifth Premier League club 3-year global deal
September 7 – Chocolate brand Cadbury has added a fourth Premier League club to its sponsorship roster, becoming Liverpool’s first Official Global Chocolate Partner.
Corinthians engineer stadium debt relief with 20-year Neo Química naming rights deal
September 4 – Brazil’s Corinthians have taken a significant step towards paying off the $98 million debt of its stadium development with a the signing of a naming rights deal.
Premier League asked to rethink UK TV deals to open more live games to locked out fans
August 28 – The Premier League is coming under government pressure to make more live games available to fans while stadia remain closed.
‘Buy now, pay later’ Man City sign Laybuy as payment provider sponsor
August 28 – Manchester City who just avoided falling foul of the ‘buy now, pay later’ mentality when it won its CAS appeal against UEFA’s sanction for overspending and breaking its financial fair play rules, has somewhat appropriately signed a new financial sponsor who offers exactly that kind of consumer service.
EFL and Sky agree streaming deal to let fans in for non-TV games
August 27 – The English Football League (EFL) has agreed a streaming deal for non-TV matches with its anchor UK broadcaster Sky Sports to give fans access to games while stadium attendance is restricted during the Covid-19 crisis.
Liverpool refuels expanded HollyFrontier sponsorship
August 27 – Premier League champions Liverpool has expanded its partnership with Petro-Canada Lubricants to include parent company HollyFrontier.
UEFA unbottles 5-year PepsiCo deal for Women’s competitions
August 26 – US food and beverage giant PepsiCo has taken a deep step into the women’s game in Europe with the signing of a five-year sponsorship running through to the end of the 2025 season.
Saints dump shirt sponsor LD Sports as Sportsbet.io take a one-year punt
August 26 – Premier League Southampton have signed a one-year shirt sponsorship with cryptocurrency-based sports betting platform Sportsbet.io.
JD Sports takes Leeds United sleeve patch in one season sponsorship
August 25 – Sports fashion retailer JD Sports has become the first official sleeve sponsor for Premier League returnees Leeds United in a one-season deal for 2020/21.
eToro pushes digital with sleeve sponsorship of AS Monaco’s esports team
August 24 – Trading platform eTorohas expanded its football marketing activity into France taking the left sleeve sponsorship patch on the AS Monaco Esports shirt in a two-year deal.
Premier League rethinks UK broadcast as free-tv ruled unlikely for new season
August 21 – Free-to-air broadcast matches will not take place routinely when the new English Premier League season begins, giving rise to concerns over how fans – especially season ticket holders – can watch games.
AS Monaco signs on-line gambler VBET two-year deal
August 20 – Ligue 1’s AS Monaco have signed online bookmaker VBET as a partner in a two-year deal.
Atalanta trade up with Plus500 taking over shirt sponsorship
August 19 – Serie A’s Atalanta, whose fairy tale journey to the quarter finals of the Champions League was ended in the dieing minutes by PSG, has found consolation with a new main club sponsor.
LaLiga’s Granada renews Winamax short deal as appeal against gambling ad ban goes to EU
August 19 – Despite the strong threat of LaLiga’s clubs being prevented earning sponsorship income from the gaming and betting sector, another club has announced an online gambler as its main shirt sponsor.