June 24 – AB InBev brand Michelob Ultra has become the official beer of Concacaf’s club competitions in a joint deal that includes the MLS and naming rights to the Campeones Cup, played between the winner of the MLS Cup and Mexico’s LigaMX.
June 18 – Vivo has continued its big tournament sponsorship with its V3 smartphone unveiled as the official smartphone of Euro 2024. Vivo also sponsored the 2022 FIFA World Cup.
June 14 – With the window of betting company sponsorships on Premier League shirt fronts rapidly closing, Wolverhampton Wanderers have become the latest club to cash-in with a two-year deal with DEBET.
June 14 – Manchester City have agreed a multi-year global partnership with JinkoSolar, a leading globalphotovoltaic and energy storage system supplier.
June 14 – The Albanian football federation (FSHF) has signed two new sponsorship deals on the eve of Euro 2024.
June 13 – UEFA is opening up a new sponsorship programme centred on commercialising its referees across all its competitions.
June 13 – Premier League Tottenham Hotspur have announced BP brands bp pulse as Official EV Charging Partner of Tottenham Hotspur Stadium and Castrol as Official Partner of both the men’s and women’s teams.
June 13 – The Macedonian Football Federation has signed a new three-year sponsorship deal with Komercijalna Banka.
June 7 – Bookmaker William Hill will become the title sponsor of all four SPFL (Scottish Professional Football League) divisions from the start of next season in a record-breaking, five-year deal.
June 7 – Bulgaria’s Botev Plovdiv has renewed its contract with the Italian sports equipment manufacturer Macron, a partnership that began 2022.
June 6 – The Romanian Football Federation (FRF) has signed a partnership agreement with Alexandrion Group, who will become an official partner of the FRF for the next three years.
June 3 – Germany’s leading online bookmaker Tipico has secured a two-year sponsorship as the official partner of the German cup, the DFB Pokal.
May 31 – Chinese consumer electronics company TCL has renewed its sponsorship of the Copa América for the 2024 edition that kicks off June 20 in the US.
May 30 – On the eve of the Champions League final, Borussia Dortmund have announced a multi-year sponsorship deal with Rheinmetall, Germany’s largest weapons manufacturer.
May 30 – AS Monaco have extended their partnership with Bang & Olufsen as part of a deal that will see the Danish audio brand retain its status as the club’s upper back of shirt sponsor until 2026.