August 4 – Inter Milan are boosting fan engagement activities via two new initiatives: a partnership with video gamemaker EA Sports for its FIFA game and a new WeChat virtual community for its Chinese fans.
August 3 – Heineken has signed a new sponsorship with UEFA for the Europa League that will begin with the resumption of the competition this week and run through to June 2024.
July 29 – Viewing figures from the US show record numbers for the women’s club game and a significant breakthrough for the NWSL (National Women’s Soccer League).
July 28 – AC Milan have held on to their main shirt sponsor Emirates airline in a three-year deal that will see them take a reported annual €4 million cut in the sponsorship fee.
July 27 – Leicester City have announced a one-season partnership with Tourism Authority of Thailand to launch the ‘Thailand Smiles With You’ campaign and promote the country as a tourist destination as it recovers from the effects of the pandemic.
By Andrew Warshaw
July 23 – The burgeoning political and diplomatic feud between Britain and China has spilled over into top-flight football with English Premier League games reported to have been pulled from Chinese state television (CTV).
July 23 – The Brazilian FA (CBF) has published a tentative match calendar for the Brazilian top flight with a TV schedule that will intensify the on-going domestic TV rights battle.
July 22 – Globalisation and digital media have rapidly changed the market for top tier football sponsorship. That market is now being challenged again by the coronavirus pandemic.
July 22 – Leeds United, back in the English top flight for the first time in 16 years next season, have announced a “record-breaking” official kit partnership with Adidas.
July 20 – Premier League champions Liverpool have launched a new global partnership with the Mauritius Tourism Promotion Authority and Economic Development Board Mauritius, who become club’s Official Tourism and Economic Development Partner.
July 17 – Serie A’s Roma and US sportswear giants Nike have cancelled their 10-year partnership with three years left to run on the contract.
July 16 – Real Madrid will have a new official bank from the start of the 2020/21 season. An agreement with Liberbank will see the financial institution take over from Caixabank.
By Paul Nicholson
July 15 – Saudi Arabia’s decision to “permanently terminate” beIN Sports license to broadcast in the country has been called a “sham” by the Qatari broadcaster, but also throws focus back on to the Premier League who are still to rule on whether Saudi Arabia’s public investment fund can buy Newcastle United.
July 13 – Inter Milan have announced their first sleeve sponsorship with Australia-based currency broker IC Markets, an online provider of FX services and ECN trading capabilities.
July 10 – Betting firms will no longer be allowed to appear as front-of-shirt sponsors or hold stadium naming rights in Spain from the start of next season.