August 20 – Italy’s Serie A has built on its crypto relationship with Crypto.com who will become the first Innovation & Technology Partner of the league in what Serie A is calling a multi-year partnership.
August 19 – Ligue 1’s AS Monaco has unveiled a two-season partnership with fantasy football platform Sorare, which will allow the club to enter the world of NFT(Non-FungibleTokens) for the first time.
August 19 – PSV Eindhoven have partnered with Anycoin Direct in a two-season deal. The Dutch club will be one of the first major football clubs to have an entire sponsorship paid in Bitcoin.
August 19 – US streaming giant Rokuhas taken a one-year sponsorship with Brazil’s São Paulo Futebol Clube, its first step into football club sports marketing in the country.
August 18 – A new study is predicting that the fantasy sports market in the United States will grow by 8% year-on-year and hit an $8.3 billion value in 2021.
August 18– LaLiga, which has struggled to establish a broadcast home in the UK following the non-renewal of its deal with pay TV Sky Sports, is now attacking the British market with distribution into bars and pubs.
August 18 – Rwandan President Paul Kagame may be furious with Arsenal’s opening day loss to newly promoted Brentford, but it hasn’t stopped the Rwanda Development Board (RDB) extending its sleeve sponsorship through to 2025, according to reports.
August 18 – Premier League Liverpool have online financial broker, ThinkMarkets, to their sponsorship roster as the club’s new Official Global Trading Partner.
August 17 – China’s Tencent has acquired the non-exclusive streaming rights for the Bundesliga in China in a two-season deal.
August 17 – Premier League Crystal Palace have secured Facebank as the club’s new sleeve partner in a one-season deal for 2021/22.
August 17 – Online betting brand BK8 has secured five LaLiga club sponsorships for Asia for the new season which kicked off last weekend.
August 16 – Rwandan President Paul Kagame lambasted Arsenal’s dramatic opening-day defeat after the club’s 2-0 loss to newly promoted Brentford. He said Arsenal fans shouldn’t “accept mediocrity”.
August 16 – Blox has teamed up with Ajax to become the club’s official cryptocurrency partner in a three-season deal.
August 16 – While their neighbours in Spain face a crackdown on betting sponsorship, the Portuguese are embracing online bookmaking clients with open arms. The latest is Benfica who have secured their first ever sleeve sponsorship with Betano.
August 16 – Norwich City, who opened their season with a 3-0 home loss to Liverpool, look like they are going to need all the help they get from their new fuelling and hydration partner Lucozade Sport.