July 5 – Sportswear challenger brand Castore have signed their second Premier League club in Newcastle United, taking the kit supply deal for the north east England club off Puma in a deal believed to worth at least £5 million a year.
July 1 – Adidas have renewed their kit deal with Portuguese giants Benfica for a further six years, taking them through to the end of the 2026/27 season.
July 1 – Investment platform eToro has traded up at AS Monaco, moving from being a club partner to principal partner and taking the club’s main shirt sponsorship.
June 30 – From Euro 2020 to Wrexham. TikTok has taken the shirt sponsorship of the Welsh side that plays in the fifth tier English National League but has become better known for attracting Hollywood A listers Rob McElhenney and Ryan Reynolds as owners.
June 30 – UEFA has taking the groundbreaking step of making the first two seasons of its revamped Women’s Champions League free-to-air via a new partnership with DAZN and YouTube.
June 30 – With new seasons approaching in Europe the scramble for exclusive betting partnerships and sponosrship with top tier clubs is gathering underway.
June 28 – The Brazilian and Portuguese national federations have become the latest governing bodies to join the crypto-based rush to fan tokens.
June 28 – Manchester City, owned by the UAE’s City Football Group (CFG), has gone closer to home with its latest sponsorship. Expo 2020 Dubai has been designated the club’s Official Exhibition partner.
June 29 – CSTN, which is re-emerging as a broadcast network in the Caribbean under TV veteran Selby Browne with a series of football deals, has picked up the rights to the Asian Football Confederation’s (AFC) competitions from 2021 to 2024.
June 28 – Norwich City have signed Lotus Cars as the club’s shirt sponsor in a one-year deal and as a replacement for online gamer BK8 who had initially committed to the position but were withdrawn after fan protests.
June 25 – French Ligue1 Olympique Lyonnais have signed MG Motor France as a major partner in a three-year deal starting with the 2021-22 season.
June 24 – Thai energy drink Carabao has added another two years to its title sponsorship of the English Football League’s cup competition – the Carabao Cup – taking the partnership through to the end of the 2023-24 season.
June 24 – Molten has renewed its partnership and licensing agreement with the Asian Football Confederation (AFC) making it the Official Match Ball Supplier for 2021 for national team and club competitions.
June 23 – Aston Villa have landed China-based online betting firm OB Sports as their new sleeve sponsor for the 2021/22 season.
June 22 – Premier League Liverpool FC have a new global partner with Kodansha, becoming the club’s official Publication Partner.