August 2 – FC Barcelona has sold a 24.5% stake in Barca Studios, the club’s digital content and distribution hub, for $100 million to blockchain technology provider Chiliz.com, owner of the Socios.com Fan Token and NFT platform.
August 2 – Manchester City has renewed its partnership with Gatorade until 2025. The sports drink and nutrition brand first started working with the club in 2017 with the men’s team, adding the women’s team in 2019..
August 1 – Premier League Leeds United have opened a new sponsorship category – Gold Tier Partner – with Boost Drinks becoming the first to take up the new designation.
July 29 – Premier League Brentford have unveiled Grey Technology Limited (Gtech), as the naming rights sponsor of their stadium in a 10-year deal.
July 28 – AFC Bournemouth, returning to the Premier League after two seasons in the Championship, have secured a one-season sleeve sponsorship with power tool manufacturer DeWalt.
July 28 – Manchester United has expanded its year-old partnership with Sportsbreaks.com to focus on North America and market official ticket and hotel packages to Manchester United fans in the US and Canada.
July 28 – Aston Villa has announced locally-based businesss Homeserve as a new club partner.
July 27 – Micro-payment streaming platform Recast has launched a Manchester City channel that is available globally and kicked off with the club’s friendly against Bayern Munich last weekend in Green Bay.
July 25 – Juventus is returning to EA Sports’ FIFA games for the FIFA 23 edition, leaving rival Konami’s Pro Evolution Soccer video game where the club has been exclusive for the past three years.
July 26 – Fulham have squeezed in a one-year shirt sponsorship deal with online betting firm W88. The agreement comes ahead of an expected pact within the Premier League clubs to phase out betting company shirt front advertising in a bid to win favour with UK regulators ahead of the review of gambling laws.
July 26 – In the Swiss equivalent of taking coal to Newcastle, Chinese watch brand Sea-gull has taken the shirt sponsorship of Swiss top tier Grasshopper Club Zurich.
July 25 – Fantasy football game Sorare has added Italy’s Serie A to deals it holds with Spain’s LaLiga, Germany’s Bundesliga and the MLS in the US, to release non-fungible token (NFT) player cards for the coming 2022-23 season.
July 25 – Fewer than half of the 92 English Premier League and Football League clubs have both their new home and away kits available to buy online ahead of the season because of supply chain issues, according to the BBC.
July 25 – Manchester City has renewed its partnership with cyber protection specialist Acronis.
July 22 – Real Madrid have agreed a three-year partnership with skincare brand Cantabria Labs that covers the club’s men’s and women’s teams.