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.
August 13 – On the eve of their return to the Premier League, Brentford have announced Australia-based cryptocurrency exchange CoinJar as a premium partner of the club.
August 12 – Premier League Liverpool and Sonos have partnered in a multi-year agreement which will see Sonos become the official sound partner of the Reds.
August 11 – Expedia Group has extended its Champions League partnership with UEFA in a one-season deal for 2021/22.
August 11 – Online bookmaker bwin has unveiled a raft of new football sponsorships for the new season including deals with five German Bundesliga teams as well as the naming rights sponsorship of the Portuguese league.
August 10 – Wolfsburg and Chinese battery manufacturer BAK Battery have teamed up in a bid to develop a more climate-friendly club policy over the next few years.
August 10 – Premier League Chelsea have agreed a three-year partnership with online sports and entertainment gaming platform Parimatch Tech.
August 10 – German-based digital investment platform NAGA has taken the shirt front sponsorship of LaLiga’s Sevilla in a three-year deal starting this season. Seville have qualified for the Champions League.
August 9 – Kumho Tyre has extended its sponsorship of German Bundesliga’s Bayer 04 Leverkusen, including its sleeve patch sponsorship for the DFB-Pokal which kicked off last weekend with Bayer beating Locomotive Leipzig 3-0.
August 9 – With the Dutch set to open up online gambling in the country from October 1, the state-run betting and gaming business Holland Casino has signed a deal four-year sponsorship deal with the top tier Eredivisie, second tier Keuken Kampioen Division and its broadcast partner ESPN.
August 6 – Premier League Tottenham Hotspur have agreed a three-year partnership with Getir, the ‘ultrafast’ grocery delivery service. Getir will be an Official Global Partner.
August 6 – Serie A’s Fiorentina have issued their first blockchain-based merchandise with the limited edition digital NFT offer of 95 new jerseys, matching the 95 years of the club.
August 5 – FC Barcelona and Allianz have renewed their partnership, which has been expanded into a global campaign and will run until 2024.
August 5 – HotForex has renewed its Official Partnership agreement with Paris Saint-Germain for a second season.
August 4 – The Italian Football Federation (FIGC) has called on national regulators to temporarily lift the betting sponsorship and advertising ban to allow clubs and the league an opportunity to recoup lost revenue.