By Paul Nicholson
June 30 – Just as Serie A looked to have repaired bridges with beIN Sports for its broadcast rights in the Middle East and Africa, the league’s chief executive Luigi De Servio has surprisingly cast doubts on a potential deal brokered by AS Roma that could bring the league and the broadcaster back into alignment.
June 30 – Sunderland, better known these days for the club’s Netflix documentary than its football performances, has named betting firm Spreadex as its main shirt sponsor in a three-season deal ending in the summer of 2025.
June 29 – In a move that will only further fuel criticism of PSG’s reliance on Qatar-ownership related sponsorship deals, Qatar Airways has been confirmed as the club’s new shirt sponsor in a multi-year deal.
June 29 – Serie A champions AC Milan have agreed a long term extension with kit supplier Puma in what is being described as one of the biggest partnerships the club has ever signed.
June 29 – Newcastle United have confirmed Saudi Arabian-based online retailer noon.com as the club’s sleeve partner in a one-season 2022/23 deal.
June 28 – Bournemouth, back in the Premier League after two seasons in the Championship, have unveiled online bookmaker Dafabet as the club’s principal partner and front-of-shirt sponsor.
June 27 – A sponsorship report looking at partnerships across the Big 5 European leagues has tracked more than 7,000 brands and 9,000 deals over the 2021-22 season with construction sector being the most active sponsorship category for the third consecutive season.
June 24 – After a fraught, and often bitterly chaotic, broadcast rights tender process in Turkey, beIN SPORTS has agreed a two-year deal as the exclusive domestic broadcaster of the Turkish Süper Lig in Turkey.
June 24 – Spanish brewer Mahou San Miguel has agreed a five-season global sponsorship with LaLiga, expanding a relationship with the league that will now span 10 years.
June 23 – The trend to longer term broadcast deals and away from three-year licensing agreements has been re-emphsised in Spain.
June 23 – Aston Villa Women, who are going into their third season in England’s top flight Women’s Super League, have announced Gym+Coffee as a new official partner.
June 22 – Italian teamwear specialist Macron is returning to Premier League Crystal Palace from the start of next season as the club’s kit partner.
June 22 – Online bookmaker Betcris, based in Costa Rica, has added Mexican LigaMX side FC Juárez to its sponsorship roster in a four-year deal.
June 20 – Hard on the heels of the host venues announcement for the 2026 World Cup in the US, Mexico and Canada, FIFA has unveiled US snack brand Frito-Lay as regional sponsor for the Qatar 2022 edition.
June 17 – Online bookmaker and gaming site Betano has expanded its sponsorship of Portuguese SuperLiga champions FC Porto to becoming the club’s main partner.