Aston Villa sign Gym+Coffee as official partner of women’s team
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.
Sponsorship
Frito-lay chips in with North American regional sponsorship for Qatar 2022
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.
Betano expands in Portugal with 4-year FC Porto shirt deal
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.
Top two tiers of English women’s leagues rebranded with Barclays title sponsorship
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.
Everton return to gaming sector and record shirt deal with Stake.com
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.
Ziggo expand on Ajax shirt deal adding back to front
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.
AstroPay expands Wolves partnership with one-season shirt deal
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.
Home unions agree 4-nation sponsorship with M&S Food
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.
OlyBet unfazed by Spain’s new betting promotion laws and punts on Real Betis
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.
Caterpillar builds sponsorship on MLS’s diverse fan profile
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.
Crystal Palace drop betting sponsor W88 for multi-year Cinch deal
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.
Cazoo gears up for Italian launch with Bologna shirt deal
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.
Uber Eats takes another bite of French football with national teams deal
May 26 – Food delivery service Uber Eats is taking a bigger bite of French football sponsorship with a deal with the federation to sponsor the French women’s, men’s and youth teams.
TikTok doubles up with women’s EURO 2022 after successful men’s EURO 2020
May 13 – TikTok has become an official partner of the Women’s EURO 2022 in a one-event deal, following on from its partnership with the men’s EURO 2020 championship last year.
Chelsea go cypto with WhaleFin sleeve deal
May 13 – Premier League Chelsea, still theoretically operating under a restrictive government license while the club sale to the Todd Boehly-led and Clearlake Capital-backed group is completed, has announced a £20 million shirt sleeve deal with cryptocurrency trading platform WhaleFin.