June 11 – Fly-on-the-wall documentaries charting the seasons (and generally struggles) of fallen giants battling to return to former glories makes popular television. English Championship club Leeds United look set to become the latest English club to feature in an Amazon documentary series.
June 7 – Aston Villa, who won the €170 million play off game to return to the Premier League after a two-season absence, has announced a one-year principal partner deal with online gaming company W88.
June 3 – The US Soccer Federation (USSF) has signed a new five-year deal with VISA with the global payments firm taking a lead on gender parity, specifying that 50% of its sponsorship should go towards the women’s game.
May 30 – BeIN Sports will broadcast the Women’s World Cup after striking a deal with FIFA to air the tournament in more than 30 countries across Asia, the Middle East and North Africa.
May 31 – The English Football League has extended its deal with the Carabao energy drink brand for a further two years.
May 30 – Manchester City have announced a global partnership with Chinese liquor brand JNC which becomes the Club’s Official Baijiu Partner.
May 28 – Online bookmaker Betway has renewed its shirt sponsorship of West Ham for a further six years, an unusually long term for a betting company sponsorship which often are secured on one-season renewable deals.
May 24 – Bayern Munich, having celebrated their seventh consecutive Bundesliga title with five-litre flagons of Paulaner beer on the pitch, have decided they want more and extended their partnership through to 2026 with the Munich-based brewer.
May 24 – Referees and their assistants at next week’s Europa League final will have smart new kit to wear under a new deal signed between Macron and UEFA.
May 23 – Premier League Champions Manchester City have extended their partnership with Wega, the club’s Official Acoustic Contactless Secured Card Payment Partner.
May 23 – Champions League finalists Liverpool have added five years to their Carlsberg partnership that will take them through to the end of the 2023/24 season.
By Paul Nicholson
May 22 – Italian competition regulators have ruled that Serie A missed out on international broadcast revenue because agents MP & Silva, B4 Capital and IMG fixed the acquisition price of the rights from the league over three rights cycles from 2008 to 2017.
May 22 – The Spanish Football Federation (RFEF) have moved to end their kit supply deal with German sportswear giant Adidas seven years early.
May 22 – Mastercard is moving swiftly into the top tier of the women’s club football market in Europe announcing a second team sponsorship in two days.
May 21 – Arsenal’s women’s team, just crowned as Women’s Super League (WSL) champions, have unveiled Mastercard as their first major Official Partner. No value or term was given for the deal.