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 – 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 – 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 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.
June 10 – The English Women’s Super League will undergo a name change and a brand refresh from the start of next season when Barclays begins its title sponsorship of the top two tiers of the English women’s game.
June 9 – Premier League Everton, who famously trumpeted a move away from online gambling sponsorship on their shirt with the collapse of their SportPesa deal two years ago, have returned to the online betting business announcing a record main partner deal with Stake.com.
June 8 – Ajax shirt sponsor Ziggo, who at the end of last year extended its sponsorship for a further two years, have expanded the deal to include its GigaNet fibre-optic cable network as the back-of-shirt sponsor.
June 7 – Premier League Wolverhampton Wanderers have agreed a one-year shirt sponsorship deal with AstroPay. The online payment provider will replace online bookmaker Manbet as the club’s main sponsor.
May 30 – M&S Food, the food division of the M&S retail chain, has agreed a sponsorship across the four UK Football Associations of England, Scotland, Wales and Northern Ireland.
May 27 – Gambling regulations in Spain will prevent LaLiga clubs from taking shirt sponsorship from betting firms from the end of the season, but it is not stopping bookmakers cutting promotional deals with clubs for other markets.
May 27 – Construction and mining equipment giant Caterpillar has agreed a multi-year sponsorship with Major League Soccer in the US with an emphasis on reaching soccer’s younger and multi-cultural fan base.
May 26 – While online used car retailer Cazoo is building its football sponsorship portfolio in Europe, its UK rival Cinch is taking its first main sponsorship in the English Premier League with Crystal Palace’s shirt front.
May 26 – Online used car retailer Cazoo has signed a “multi-year” main sponsorship deal with Serie A’s Bologna Fc as it prepares for its launch into the Italian market.